Porter‟s framework of three generic strategies (ie cost leadership, differentiation and market focus) is used in the current study to compare the business strategies of companies operating only in an electronic marketplace (ie online firms) and firms operating. Michael porter’s “generic strategies” but porter suggests 3 broad or generic strategies for creating a defendable position in the long-run and outperforming competitors 1) cost leadership • cost leadership means having the lowest per-unit (ie, average) cost in the industry – that is, lowest cost relative to your rivals. Lower cost strategies can be further broken down into cost leadership and cost focus 1)cost leadership: cost leadership occurs whereby a company targets a broad mass- market and tries to gain competitive advantage by producing products at a minimal cost and more efficiently than its competitors.
Returning to the main point, the cost leadership strategy is employed when a company aims to be the lowest cost producer in the market strategic managers in the organization make a concerted effort to lower business costs in order to achieve a competitive advantage. As with cost leadership, there are myriad ways to achieve differentiation advantage however, in such a market, there was, is, and will always be one fundamental kind of competitive advantage. Porter’s generic strategies including three types of strategies, which are cost leadership, differentiation, and focus strategy 211 cost leadership cost leadership is a strategy that having lowest operational cost and lowest prices in the target market segment. The generic strategies are: cost leadership (also referred to as low cost, broad cost, overall cost leadership) if a firm can achieve and sustain overall cost leadership, then it will be an aboveaverage performer in its industry provided it can command prices at or near the industry average (porter, 1985:13.
Porter wrote in 1980 that strategy targets either cost leadership, differentiation, or focus these are known as porter's three generic strategies and can be applied to any size or form of business. Four generic business-level strategies emerge from these decisions: (1) cost leadership, (2) differentiation, (3) focused cost leadership, and (4) focused differentiation in rare cases, firms are able to offer both low prices and unique features that customers find desirable. A critique of porter’s cost leadership and differentiation strategies y datta phd, state university of new york at buffalo professor emeritus.
A critique of porter’s cost leadership and differentiation strategies 40 strategy can bring about in gaining a low cost position, as porter (1985, p12) has indicated earlier. According to porter, cost leadership and product differentiation can be pursued simultaneously only under rare conditions: it is also unclear how these strategies can be implemented in this article porter's generic strategies are linked to external preconditions this approach shows that the generic strategies are not mutually exclusive and that each strategy may be linked to a variety of. The generic strategies of cost leadership, differentiation, and focus strategies quickmba / strategy / porter's generic strategies if the primary determinant of a firm's profitability is the attractiveness of the industry in which it operates, an important secondary determinant is its position within that industry.
Porter identifies high market share with cost leadership, citing gm as a successful practitioner of this strategy however, gm became a market share leader in the american automobile industry due to a strategy of market segmentation, differentiation and a broad scope shaped during the 1920s. Porter’s generic strategies in 1980 michael porter described three generic strategies which a company of any size (small, medium or big) can choose to pursue its competitive advantage the three generic strategies are lower cost, differentiated or focus. The cost leadership strategy porter's generic strategies are ways of gaining competitive advantage – in other words, developing the edge that gets you the sale and takes it away from your competitors. I) cost leadership strategy- a firm which finds and exploits all sources of cost advantage and aims at becoming a lot cost producer in the industry is said to pursue a sustainable cost leadership strategy.
4 marketing intelligence & planning 9,1 the three marketing strategies, cost leadership, differentiation and focus, having so far been misrepresented, are given more precise meaning. Key words michael porter cost leadership strategy differentiation strategy market segmentation positioning introduction a scholarly work that has received widespread attention and recognition in the strategic management area--and beyond--is porter’s (1980, 1985) typology of generic competitive strategies: cost leadership, differentiation, and focus. Porter‟s generic model, which highlights cost leadership, differentiation and focus as the three basic choices for firms, has dominated corporate and business competitive strategy for the last 30 years (pretorius, 2008.