Differentiation Unique product or service Broad mass market Brand image technology or distribution ability to charge premiums Lower customer sensitivity to price Product engineering skills Strong marketing Dr. Jerry L. huxell
Dr. Jerry L. Huxell Differentiation • Unique product or service • Broad mass market • Brand image, technology, or distribution • Ability to charge premiums • Lower customer sensitivity to price • Product engineering skills • Strong marketing
Corporate Strategy Issues Directional strategy firms overall orientation toward growth, stability, or retrenchment Portfolio strategy - industries or markets in which the company competes Parenting strategy -manner in which management coordinates activities transfers resources, and cultivates capabilities Dr. Jerry L. Huxell
Dr. Jerry L. Huxell Corporate Strategy Issues • Directional strategy – firm’s overall orientation toward growth, stability, or retrenchment • Portfolio strategy – industries or markets in which the company competes • Parenting strategy – manner in which management coordinates activities, transfers resources, and cultivates capabilities
Corporate Directional Strategies GROWTH STABILITY RETRENCHMENT Concentration Pause/Proceed with Caution Turnaround Vertical growth No Change Captive company Horizontal growth Profit Se|outDⅳ estment Diversification Bankruptcy/Liquidation Concentric Conglomerate Dr. Jerry L. huxell
Dr. Jerry L. Huxell Corporate Directional Strategies
Growth Strategy Options Market penetration -increase market share Compete on product/service quality Compete on delivery time Market development-domestic and foreign Product development Diversification Dr. Jerry L. huxell
Dr. Jerry L. Huxell Growth Strategy Options • Market penetration – increase market share – Compete on product/service quality – Compete on delivery time • Market development – domestic and foreign • Product development • Diversification
Reasons for related diversification Control of supplies Control of markets Access to information Cost savings Spreading risks Resource utilization Building on technology Dr. Jerry L. huxell
Dr. Jerry L. Huxell Reasons for Related Diversification • Control of supplies • Control of markets • Access to information • Cost savings • Spreading risks • Resource utilization • Building on technology