The second part of a product strategy is the product development lifecycle strategy. Often the focus strategy of filling a limited need or offering a product that only a few will purchase, allows for products to be priced at a premium since the firm. For this segment, the focus is put up on narrow market buyers. Companies most successful in using this strategy are those who focus on product innovation. The differentiation strategy is where a company decides to choose a certain attribute of the product to focus on.
Advantages and disadvantages of product differentiation. This practice exercise supplements the principles outlined in the general strategy lecture web site tutorials section. Offer features that higher priced competitors offer on their products, but at a lower price point. The main purpose of this study was to assess the effects of product differentiation strategy on corporate growth of microfinance institutions mfis in kenya. Instead, prospective managers can use it as decisionmaking tool. If no effort is put into a differentiation strategy, products risk blending in with a sea of competitors and. Porters generic strategies model does not suggest one strategy or focus is better than another. A differentiation strategy that focuses on a product s life cycle can be used by organizations to approach the development, marketing and promotion of a product. The baldwin computer team will adopt a differentiation strategy with a product life cycle focus, and gain competitive advantage by distinguishing products. The strategy is to present a different product than that of rivals in a way that will appeal to a broad spectrum of buyers. For that purpose, a differentiation strategy is chosen as the topic for the thesis. This lesson deals with the last of the three, focus strategy.
Product differentiation is a process used by businesses to distinguish a product or service. Nat nasts focus differentiation strategy centers on selling mens silk camp shirts with a 1950s retro flair. Differentiation with product lifecycle focus during the inception of this simulation, i was preassigned to team andrews. With this strategy, i understood that my goal was to create the perception of uniqueness and high quality for my products. With a product differentiation strategy, though, explaining and demonstrating why your brand is the best option and value is key. Advantages and disadvantages of the focused strategies. I previously touched upon michael porters generic cost leadership strategy here. The problem of the buyers perception of value is an opportunity to educate the buyer on your chosen differentiation strategy and how your product is significantly. Focused differentiation strategy strategic management 2. Although i knew some of the things that this strategy entailed, planning and executing it was a. Think about the product development cycle as the big process, which is made up of projects and the actions of people, infrastructure and partners. The nature of the focus cost leadership strategy open.
The five generic competitive strategies semantic scholar. This strategy helps the organization to distinguish its products from the. Michael porters generic differentiation strategy explained. Make sure before you start making any decisions to go over the. Focused differentiation strategy strategic management manu melwin joy 1. Competitive advantage through service differentiation by manufacturing companies heiko gebauer, eawag. This is associated with manufacturing and firms that continually improve products to stay relevant in an industry. Focus strategy is a form of marketing strategy where an organization concentrates all its resources mainly on expanding or entering a narrow industry segment or market. A differentiation strategy that focuses on a products life cycle can be used by organizations to approach the development, marketing and promotion of a product. B firms pursue differentiation strategy in the initial phase of their product life cycle, and cost leadership strategy.
Even though the focus strategy does not achieve low cost or differentiation from the perspective of the market as a whole, it does achieve one or both in its narrow market target. As team andrews, i was directed to follow a differentiation with product lifecycle focus strategy. In markets such as camping equipment where product knowledge is important, rivals and new entrants may. A critique of porters cost leadership and differentiation strategies. Focused cost leadership is the first of two focus strategies. Normally any strategic process has three distinct stages which are analy.
Differentiation strategy with a product life cycle focus bizfluent. Swiss federal institute of aquatic science and technology. This practice exercise supplements the principles outlined in the. Differentiation strategy with a product life cycle focus. Andrewscapstone cost leader with a product lifecycle focus pdf version baldwincapstone differentiation strategy with a product lifecycle focus pdf version. Product differentiation and the strategic marketing process. Differentiation simply means using product features or functionality, innovation, brand image or customer service to make products and. Describe the nature of focused cost leadership and focused differentiation. Product differentiation is a marketing process that showcases the differences between products. Every product goes through a product life cycle consisting of four stages. Where your product is in the product lifecycle can tell you a lot about what the. May 21, 2011, harri daniel, comments off on benefits of focus strategy.
Porter asserts that a business model cant offer the best product or service at the lowest price and maintain a sustainable competitive advantage. It will help you understand the relationships between business strategy, tactics, functional alignment, and the capstone simulation. Pdf product strategies of companies in the fmcg industry. Differentiation and its role in competitive advantage.
Know the advantages and disadvantages of focus strategies. The six basic strategies give you a starting point. A differentiation strategy with a product life cycle focus seeks to be known far and wide as the top producer of the best performing stateoftheart products. Your ability to create a viable business growth strategy through differentiation is limited by the product itself. The concept was proposed by edward chamberlin in his 1933 the theory of. Differentiation strategy with a product life cycle focus strategy practice round 1 decision guidelines you are free to pursue any strategy you wish, but you might try this during the practice rounds at any time you can abandon the product lifecycle differentiation strategy entirely. As an option, you can print these practice round business plans and distribute them to your class at the beginning of the capstone simulation.
A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. In this first post i will talk about how to gain competitive advantage through product differentiation. Differentiation focus strategy describes a situation wherein a company chooses to strategically differentiate itself from the competition within a narrow or niche market. This aims to highlight the aspects of your product that separate it from. Multiple product lines in targeted segments high end, traditional, and low end. As team andrews, we were assigned to follow a cost leadership with product lifecycle focus strategy. Focused cost leadership and focused differentiation. In economics and marketing, product differentiation or simply differentiation is the process of distinguishing a product or service from others, to make it more attractive to a particular target market. The product life cycle and product differentiation are intertwined. An organization employing a strategy that attempts to be all things to all people will become stranded in mediocrity i. Productfocus is an approach to business that defines strategy, operations and metrics in terms of products.
The differentiation strategy can be effective in controlling the power of rivalry in an industry because. Npd and plc to realise a successful product strategy. Differentiation with product lifecycle focus paper. A focused cost leadership strategy requires competing based on price to target a narrow market focused cost leadership image missing in original. This involves differentiating it from competitors products as well as a firms own products. By successfully delineating your products uniqueness, and the benefits of such features, you can make it easy for your customers to perceive the value. As with a focused lowcost strategy, narrow markets are defined in. The andrews team will adopt a cost leader with a product life cycle focus strategy, concentrating on the high tech and low tech segments. A focused differentiation strategy requires offering unique features that fulfill the demands of a narrow market table 5. A differentiation strategy involves the firm creating a product service, which is considered unique in some aspect that the customer values because the customers needs are.
The fourth component of the strategy lifecycle is insight, an interactive web site that provides data at all levels of the strategy hierarchy i. Focused differentiation is the second of two focus strategies. Product differentiation strategy helps you determines why a customer should buy your. Customerfocus is considered a more modern approach as productfocus risks marketing myopia whereby a firm is adding functions and. The product life cycleplc concept has been widely discussed in business. A differentiation strategy focuses on differentiating your product from the others in the market. Cost leadership with product lifecycle focus for this capsim foundation simulation, i was automatically chosen to be a part of team andrews.
Implementation of combination strategy based on porters. The product strategy playbook from mckinsey alum free. Thanks to ecommerce, goods and services have become more mobile and digitalized. Differentiation looks to make a product more attractive by contrasting its unique qualities with. Differentiation is one of many strategies used in product management. They are available to any consumers as long as the items are online. Findings the empirical results show that pcbs industrial services are aligned with their services strategies and sources of market differentiation and can be categorised, i. Cost leadership with product lifecycle focus paper. A firm that follows this strategy does not necessarily charge the lowest prices in the industry. Prepared by kindly restrict the use of slides for personal purpose. Aligning industrial services with strategies and sources. Focused differentiation strategy strategic management. This theory assumes as if the product life cycle was a given to which strategy should.
The nature of the focused differentiation strategy. Product differentiation being the most commonly used one of these two strategic typologies spencer, joiner, and salmon, 2009. Product life cycles are getting shortened given the highly. A differentiation strategy involves the firm creating a productservice, which is considered unique in some aspect that the customer values because the customers needs are. Implementation of combination strategy based on porters model. Companies that use a cost leadership strategy and those that use a differentiation strategy share one important characteristic. For some companies, elite services or low prices are emphasized. The big process creates the big output, which in this case is the product roadmap. They invest important resources in researching, developing, and introducing new products and.687 585 353 914 1300 151 997 1081 216 375 1145 1224 111 1040 1234 547 527 644 810 52 236 1028 1341 959 845 502 163 706 97 287