Competitive strategies

Competitive strategies - A company has to align its marketing strategy with the environment, with competition playing a major role alongside consumers and buyers. A market is essentially determined by the following factors:

  • Bargaining power of the buyer
  • Bargaining power of the suppliers
  • New Competitor Threat
  • Danger from substitution products
  • Degree of intensity of competition between competitors

In addition to the industry structure, the strategic triangle is decisive for a company's competitive position: its own performance, that of the competition and the expectations and perceptions of customers.

In order to be successful, a company or its products or services need positive differentiations or advantages over the competition. There are the following possibilities:

1. Cost leadership

The strategic goal of a company is to achieve the most favorable cost structure within a

Industry by:

  • Exploitation of experience-based cost reductions
  • Large production volumes, experience curve
  • Strict cost control

Die Analyse der Wertkette kann Ansatzpunkte für eine Kostenführerschaft oder eine Verringerung der Fertigungstiefe verbunden mit der Selektion im Kundenbereich zeigen. Die Pricing policy ist ein Wichtiges Instrument bei der Strategie der Kostenführerschaft. Unternehmen betreiben oft ein Trading Down, also eine Qualitätsreduzierung, um eine Preis-Mengen-Strategie umsetzen zu können.

2. Differentiation through quality leadership

This strategy tries to create an offer that is as unique as possible. The approaches can be diverse, for example in the case of:

  • design
  • brand names
  • technology
  • Customer service
  • Advertising message
  • Dealer network

3. Concentration on priorities

Diese Strategie konzentriert sich auf Market niches also auf:

  • Certain customer groups
  • Certain parts of the product range
  • A geographically defined market
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