Professional Documents
Culture Documents
Page 1 of 11
Page 4 of 11
Internally
Performed
Activities,
Costs, &
Margins
Activities,
Costs,
& Margins of
Forward
Channel
Allies &
Strategic
Partners
Buyer/User
Value
Chains
Page 6 of 11
Be the low-cost provider of a product with good-toexcellent product attributes, then use cost advantage to
underprice comparable brands
Page 9 of 11
Low cost
provider
Strateg A broad
ic
cross
target
section of
the
Broad
Best
differenti cost
ation
provide
r
A broad
Value
cross
consciou
section of s buyers
the
Page 10 of 11
Focused
Low cost
provider
Focused
differentiati
on
A narrow
market
niche
where
A narrow
market niche
where buyer
needs &
Basis
of
compet
itive
advant
age
market
market
Lower
overall
costs then
competito
rs
Ability to
offer
buyers
something
attractivel
y different
from
competito
rs
Ability to
give
custome
rs more
value for
the
money
Page 11 of 11
buyer
needs &
preference
s are
distinctivel
y different
Lower
overall
costs then
rivals in
serving
niche
members
preferences
are
distinctively
different
Attributes
that appeal
Specifically to
niche
members