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Strategic Management - Essay Questions

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Chapter 5 – Summary Review Questions

1. Explain why the concept of competitive advantage is central to the study of strategic management

The concept of competitive advantage is central to the study of strategic management, since a company (or an organization) must follow an aligned strategy to outperform their rivals in the industry. Michael Porter introduces three generic strategies that a firm may apply in order to do so. (Overall cost leadership, Differentiation and Focus). In order to create and sustain competitive advantage, companies such as KFC (case in beginning of CH5) should analyze the value chains of their customers and suppliers to see where they can add value.

Furthermore studies have shown that businesses combining multiple forms of competitive advantage outperform those that used only a single form.

“Stuck in the middle” firms are those who do not apply any of the forms. These are the ones that perform the worst.

2. Briefly describe the three generic strategies – overall cost leadership, differentiation, and focus.

Overall cost Leadership:
“Generic strategy based on appeal to the industry wide market using competitive advantage based on low cost.”
Requires a tight set of interrelated tactics that include: * Aggressive construction of efficient scale facilities. * Vigorous pursuit of cost reductions from experience * Tight cost and overhead control * Avoidance of marginal customer accounts * Cost minimization in all activities in the firm’s value chain, such as R&D, service, sales force and advertising.
The key to an overall cost leadership strategy is the experience curve, which refers to how business “learns to lower cost with increasing experience in production processes.

Products are often standardized and the overall cost leadership firm earns a higher profit than its competitors,

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