Building Competitive
Advantage
Competitive Advantage
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Create a vision
Mission Statement
State the value proposition
Create the business model
Describe the core competencies &
competitive advantage
Act
Vision
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Clarity
Consistency
Uniqueness
Purposeful
We strive to preserve and improve life through the
innovation of biomedical devices while supporting,
training, and inspiring our employees so that individual
ability and creativity is leased and rewarded. Our goal is
to be the leader in our industry by 2006 and be widely
known throughout the world.
SDSMT
Our vision is to be recognized as a premiere
technological university in the United States.
Most immediately, our goal is to be
recognized as the university of choice for
engineering and science within South Dakota
and among our peer group of specialized
engineering and science universities.
Mission Statement
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Core values
Customers / stakeholders
Products
Competitive Advantage
Values provided to customer
Markets
Our mission is to design and manufacture electronic
devices that serve the needs of the aerospace industry on a
timely basis and at reasonable prices.
SDSMT
The mission of SDSM&T is established by the South Dakota
Board of Regents as that of a technological university
specializing in undergraduate and graduate education
emphasizing science and engineering.
Its mission is to provide a well-rounded education that
prepares students for leadership roles in engineering and
science; to advance the state of knowledge and application of
this knowledge through research and scholarship; and to
benefit the state, region, and nation through collaborative
efforts in education and economic development.
Mission Statement
K-Corp is a new business start up that
produces a smart phone app that provides an
emergency call and location service. In
addition to location service, the app sends first
responders information on allergies, pertinent
medical information, contact information, . . .
Mission Statement
Value Proposition
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Product
Price
Access
Service
Experience
Value Proposition
Secondary Value
Product
Product
Price
Price
Primary Value
Access
Service
Experience
Wal-Mart
Amazon
Honda
Disney World
Target
Holiday Inn
Access
Barnes & Noble
Priceline
Service
Toyota
SW Airlines
Experience
Mercedes
Olive Garden
Dell
McDonald's
AOL
Nordstrom
Starbucks
Business Model
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Customer selection
Value proposition
Differentiation
Scope of product/activities
Organizational design
Value capture for profit
Value for talent
Business Model (Dell)
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Customer
Value
Differentiation
Scope
Organization
Value capture
Value for talent
Corp, Govt, Ed, Indiv
customized computer
direct sales, service
desktops, laptops, servers
divisional by customer seg
focus on service, access
career opportunities
Business Model
American
World traveler
SW Airlines
U.S. Traveler
Customer
Product / Accessibility Price / Service
Value
Wide scope - goes
Differentiation almost anywhere
Broad: connects
Scope
everywhere
Hub and Spoke
Organization
High fixed cost
Dominate hub city
Value Capture
high pilot salaries
Value Talent
limited point-to-point
flights
Narrow:
Point-to-point
Lower, flexible costs
high occupancy
stock options
Core Competencies
Core competency of Google is the design
and operation of a software search engine.
It is the dominant online search engine.
While starting as a search tool for finding
information on diverse subjects, it has also
become a tool for people searching for an
online site selling a product of interest.
Sustainable Competitive Adv.
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High quality
Service
Price
Mrkt Segment
Product Breadth
Innovation
Intellectual Prop.
Toyota
Starbucks
Wal-Mart
Dell
Amazon
Medtronic
MicroSoft