Océ Presentation Lecture 5.1

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Georgi Atanasov

Wirtschaft & Finanzen Business

Océ Critical Success Factors, Quality, and Risks

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1 CHAPTER 4 BUSINESS-LEVEL STRATEGY Chapter 2 The External Environment Chapter 3 The Internal Organization Vision Mission Chapter 4 Business-Level Strategy Chapter 5 Competitive Rivalry and Dynamics Chapter 6 Corporate-Level Strategy Chapter 7 Merger and Acquisition Strategy Chapter 8 International Strategy Chapter 9 Cooperative Strategy Strategy formulation Strategic Competitiveness Above-Average Returns Chapter 10 Corporate Governance Chapter 11 Organizational Structure and Controls Chapter 12 Strategic Leadership Chapter 13 Strategic Entrepreneurship Strategy implementation Analysis Strategy Performance The Strategic Management Process A-S-P model Chapter 4: BUSINESS-LEVEL STRATEGY Chapter overview: Defining business-level strategy Customers: their relationship with business-level strategies The purpose of a business-level strategy Types of business-level strategies (link with Value chain and 5 forces) 3 Introduction Strategy – increasingly important to a firm’s success and concerned with making choices among two or more alternatives. Choices dictated by External environment Internal resources, capabilities and core competencies Examples from gaming industry (King Digital Entertainment vs. EA) 4 Introduction Business level-strategy – integrated and coordinated set of commitments and actions the firm uses to gain a competitive advantage by exploiting core competencies in specific product markets Generic strategy – a strategy that can be used by any organization competing in any industry 5 Introduction 6 A firm must use a Business Level Strategy It is not necessary to use all the corporate level strategies, acquisition, restructuring, international… From the dry cleaner to the multinational corporation – a firm must choose at least one business-level strategy The business level strategy is the core strategy - the strategy that the firm forms to describe how it intends to compete in the product market Introduction 7 In terms of customers, when selecting a business-level strategy the firm determines: who will be served, what needs those target customers have that it will satisfy, and how those needs will be satisfied Customers: Their Relationship with Business-Level Strategies 8 8 Strategic competitiveness results when firm can satisfy customers by using its competitive advantages Returns earned are the lifeblood of firm Most successful companies satisfy current customers and/or meet needs of new customers Customers: Their Relationship with Business-Level Strategies 9 Five components in customer relationships 1. Effectively managing relationships with customers Deliver superior value Strong interactive relationships is foundation 2. Reach, richness and affiliation Access and connection to customers Depth and detail of two-way flow of information between firm and customer Facilitating useful interactions with customers – viewing the world from the customer’s eyes 9 ...

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