By Jorge Alberto Souza De Vasconcellos e Sa
It really is for a few years well known to combine advertising and armed forces procedure within the advertising books, beginning with Trout's and Ries'es "Marketing warfare". such a lot of them usually are not worthy studying as they're simply army legends reprinted with the ultimate sentence further, going anything like this:"you additionally use this event and undertake it in marketing".
This ebook is a delightful exception. If Philip Kotler defined it as a ebook "which encourages your strategic imaginative and prescient and develops your mind's eye" it says anything approximately it.
The writer methodically covers all army thoughts and offers very up to date examples from the promoting approximately each considered one of them. What makes this books diverse from the others is that it's very structural and gives systematic technique, that is lovely infrequent these days, specially in advertising.
You should still retain it in your desk inside of hand succeed in. I do, so rivals - be careful!
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Additional info for Strategy Moves: 14 Complete Attack and Defence Strategies for Competitive Advantage
Example text
The business and competitive benefits can be grouped into four categories: cost, learning, timing and arbitrage. (1) Cost benefits. These come, on the one hand, from economies of scale owing to products/processes standardisation as well as increased bargaining powers over suppliers of raw materials, components, equipment and services and, on the other hand, from the ability to organise a logistic and sourcing network based on location factors. Examples of economies of scale through standardisation are numerous; in the example mentioned earlier, Otis was able to lower the cost of elevators in Europe by 30 per cent after introducing a pan-European manufacturing system.
1). Companies need to launch products and services at the same time in all major markets in order to be able to recoup their investments. Social factors: convergence of consumer needs International air transport and the diffusion of lifestyles by movies and TV series have increased the brand awareness of consumers worldwide. Brands like Sony, Nike, Levi or Coca Cola are known nearly everywhere. Kenichi Ohmae,2 in his book ‘Triad Power’, has discussed the ‘Californisation of society’ – teenagers in São Paolo, Bombay, Milan or Los Angeles listening to the same music, using the same walkman and wearing the same pair of blue jeans.
The development of information technologies, the fluidity of capital markets, the creation of mega mergers in the telecoms, computer, oil, pharmaceutical, power and car industries demonstrate that business firms are increasingly behaving as if they were already living in a global world. SUMMARY AND KEY POINTS 1. g. g. manufacturing one sub-part only) of the value chain in one country which serves the company’s worldwide market. 2. Globalisation: a Is the phenomenon of the progressive transition of industries from a multinational to a global competitive structure a Has four factors in its favour which are: – Political: reduces trade barriers – Technological: reduces the cost of co-ordination and increases economies of scale – Social: encourages standardisation and global branding – Competitive: induces integration and co-ordination a Has four competitive benefits: – Cost: economies of scale and increased bargaining powers – Timing: reaches the optimal production volume and increases the reach of a product with a short product life cycle – Learning: facilitates best practices to be adopted across subsidiaries through the experience effect and the transfer of knowledge – Arbitrage: is derived when a global company uses resources in one country for the benefits of a subsidiary in another country.
