Pertemuan Keenam
Competitive Advantage
1
The Elements of Competitive
Advantage
• Sources of Advantage:
– Superior skills
– Superior resouces
– Superior controls
• Positional Advantages:
– Superior customer value
– Lower relative costs
• Performance outcomes:
–
–
–
–
Satisfaction
Loyalty
Market share
Profitability
2
Market Entry Barriers
• Market entry barrier analysis includes:
– Identifying barriers and their relative
importance
– Estimating the effect of the barriers on entry at
different stages of product market maturity
– Recognizing how entry barriers vary in
different product markets
3
Market Entry Barrier
Elements:
•
•
•
•
•
•
Cost advantage
Production differentiation
Capital requirements
Customer switching costs
Access to distribution channels
Government policy
4
Comparative Advantage and
Performance
• Competition, then consists of the constant
struggle among firms for a comparative
advantage in resources that will yield a
marketplace position of competitive
advantage and superior financial
performance.
5
Conclusion
• Gaining and keeping a competitive
advantage is essential to achieving high
performance. Advantage is a moving
target in the turbulent and rapidly changing
marketplace. The primary sources of
competitive advantage are superior skills,
superior resources and controls.
6