Professional Documents
Culture Documents
Differentiation,
Positioning & Product
Market Analysis
Exhibit 8.1
Cost
Differentiation
Broad Target Leadership
Strategy
Strategy
Competitive
Scope
Focus Strategy
Focus
Narrow Target (Differentiation
Strategy
Based)
Source: Adapted from Michael Porter, Competitive Advantage,New York: The Free Press, 1985, p. 12.
Product Market Grid
Markets (Customer Groups)
Products M1 M2 M3
P1
P2
P3
Product Market Analysis:
Quick Service Dining
n
tio Home
ca
Lo
Away
Breakfast
Meal
Lunch
Dinner
The Limited
Neiman-Marcus
Saks
Bloomingdale’s Macy’s
Nordstrom
Hit or Miss
Current Dress
Garfinkels Barn TJ Maxx
The Gap Sassafras
Casual Corner
Britches L&T Marshalls Loehmann’s
Hecht’s
Kmart Woodward & Lothrop
Sears
JC Penney
Talbots
Conservative
Women’s-wear value for the money
Worst value Best value
Source: Adapted from Douglas Tigert and Stephen Arnold, “Nordstrom: How Good Are They?” Babson College Retailing Research Reports, September 1990, as shown
in Michael Levy and Barton A. Weitz, Retailing Management (Burr Ridge, IL: Richard D. Irwin, 1992), p. 205.
Exhibit 8.7
The Limited
Neiman-Marcus 3
2
Saks
Bloomingdale’s Macy’s 4
Nordstrom
Hit or Miss
Current Dress
Garfinkels Barn TJ Maxx
The Gap Sassafras
Casual Corner Loehmann’s
1 Britches L&T Marshalls
Hecht’s
Kmart Woodward & Lothrop
Sears
5
JC Penney
Talbots
Conservative
Women’s-wear value for the money
Worst value Best value
Source: Adapted from Douglas Tigert and Stephen Arnold, “Nordstrom: How Good Are They?” Babson College Retailing Research Reports, September 1990.
Positioning Statement for Volvo in
North America
High
Newness to the company
20% 10%
New product New-to-the
lines world products
Additions to
26% 26% existing product
Revisions/ lines
improvements to
existing products
11% 7% Repositionings
Cost
Low reductions
Low High
Newness to the market
Source: New Products Management for the 1980s (New York: Booz, Allen & Hamilton, 1982).
Exhibit 9.4