Week 6 - Click to edit Master subtitle style Week 6:Shaping...

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Unformatted text preview: Click to edit Master subtitle style Week 6:Shaping the Offerings Creating Long term Growth • Differentiation • Pricing Issues – Generic Strategies Differentiation • The quality option • Product features • Perceptual Positioning option • Pricing Option Differentiation • The quality option © QUALITY DIMENSIONS • * PRODUCT • Performance • Durability • Conformance to specifications • Features • Reliability • Serviceability • Fit and finish QUALITY DIMENSIONS (2) • SERVICE • Tangibles • Reliability • Responsiveness • Competence • Empathy Differentiation • The quality option © • Effective positioning (c) Effective Positioning Strategies • Stress specific performance attribute • Stress specific use occasions • Stress types of product users • Positioning as a new product variation • Associate or compare against a well- known competitor PERCEPTUAL POSITIONING • Consumer orientation • Perceptual attributes • Perceptual measures • Market research needed • Needs rival perceptual positions • Few dimensions • R&D indeterminate Use of Brand Equity • Brand awareness • Brand associations • Technical superiority • Product-line breadth Pricing Option Effect of Generic Size of Firm and its STRATEGY access to Resources COST Smaller Firms with Lesser Access to FOCUS Resources DIFFERENTIATION EXPERIENCE CURVE CONCEPT 80% 0.4 0.5 0.6 0.7 0.8 0.9 1 1.1 1.2 10 20 40 80 log (total experience) log (cost) Ford’s Cost Leadership...
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This note was uploaded on 04/15/2011 for the course BUSI 4890 taught by Professor Staff during the Spring '11 term at North Texas.

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Week 6 - Click to edit Master subtitle style Week 6:Shaping...

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