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Needs-based positioning:
Serves most or all the needs of a particular group of customers.
based on targeting a segment of customers.
Access-based positioning:
Segmenting customers who are accessible in different ways.
Access can be a function of customer geography or customer scale or of
anything that requires a different set of activities to reach customers in the
best way.
A Sustainable Strategic
Position Requires Trade-offs
a sustainable advantage cannot be guaranteed by simply
choosing a unique position
competitors will imitate a valuable position in one of the two
following ways:
1. choose to reposition itself to match the superior performer.
2. seek to match the benefits of a successful position while maintaining
its existing position (straddling).
Fit locks out imitators by creating a chain that is as strong as its strongest
link
is the central component of competitive advantage because discrete activities
often affect one another.
is strategy-specific because it enhances a positions uniqueness and amplifies
trade-offs.
Three Types of Fit
1. First-order fit:
consistency between each activity (function) and the overall strategy.
ensures that the competitive advantages cumulate and do not erode or cancel
themselves out.
consistency makes it easier to communicate the strategy to customers,
employees, and shareholders, and improves implementation through single-
mindedness in the corporation.
2. Second-order fit:
Occurs when activities are reinforcing.
3. Third-order fit:
as optimization of effort.
Coordination and information exchange across activities to eliminate
redundancy and minimize wasted effort are the most basic types of effort
optimization.
Fit and Sustainability
Fit is fundamental to the sustainability of that advantage
it is harder for a competitor to match an array of interlocked activities than it
is merely to replicate an individual activity.