Differentiation Advantage 4/17/2008 - - PDF document
Differentiation Advantage 4/17/2008 1 1
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4/17/2008ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 1
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4/17/2008 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد2
ﻑﺍﺪﻫﺍ ﻭ ﻪﻣﺪﻘﻣ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻭ ﺖﻌﻴﺒﻃ ﺰﻳﺎﻤﺗ ﻞﻴﻠﺤﺗ : ﺎﺿﺎﻘﺗ ﺶﺨﺑ ﺰﻳﺎﻤﺗ ﻞﻴﻠﺤﺗ : ﻪﺿﺮﻋ ﺶﺨﺑ ﻢﻫ ﺎﺑ ﻲﮕﻤﻫ : ﻱﺯﺎﺳ ﻉﻮﻨﺘﻣ ﻞﻴﻠﺤﺗ ﺭﺩ ﺵﺯﺭﺍ ﻩﺮﻴﺠﻧﺯ ﻪﺻﻼﺧ
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4/17/2008 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد3
The nature of differentiation Differentiation and segmentation Analyzing differentiation: the demand side Analyzing differentiation: the supply side Bringing it all together: value chain analysis
OUTLINE
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4/17/2008 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد4
ﻱﺍﺭﺍﺩ ﺶﻳﺎﺒﻗﺭ ﻪﺑ ﺖﺒﺴﻧ ﺖﻛﺮﺷ ﻚﻳﺰﻳﺎﻤﺗﺪﺷﺎﺑ ﻲﻣ ” ﺕﺎﻣﺪﺧ ﻪﻜﻴﻧﺎﻣﺯ
ﺪﻳﺎﻤﻧ ﻲﻣ ﻢﻫﺍﺮﻓ ﺮﺗ ﻦﻴﻳﺎﭘ ﺖﻤﻴﻗ ﺎﺑ ﺶﻧﺎﻳﺮﺘﺸﻣ ﻱﺍﺮﺑ ﻱﺩﺮﻔﺑﺮﺼﺤﻨﻣ
ﺰﻳﺎﻤﺗ ،ﺶﻳﺎﻬﺗﻭﺎﻔﺗ ﻖﻳﺮﻃ ﺯﺍ ﺪﻧﺍﻮﺘﺑ ﺖﻛﺮﺷ ﻚﻳ ﻪﻛ ﺪﻫﺩ ﻲﻣ ﺥﺭ ﻲﻧﺎﻣﺯ
ﺮﺘﺸﻴﺑ ﺰﻳﺎﻤﺗ ﺩﺎﺠﻳﺍ ﻪﻨﻳﺰﻫ ﺯﺍ ﻪﮐ ﺪﻳﺎﻤﻧ ﺩﺎﺠﻳﺍ ﺭﺍﺯﺎﺑ ﺭﺩ ﻲﺘﻤﻴﻗ ﻱﺮﺗﺮﺑ ﺪﺷﺎﺑ.
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4/17/2008 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد5
The Nature of Differentiation
TOTAL CUSTOMER RESPONSIVENESS
differentiation not just about the product, it embraces the whole relationship between the supplier and the customer.
INTANGIBLE DIFFERENTATION Unobservable and subjective characteristics relating to image, status, exclusively, identity TANGIBLE DIFFERENTATION Observable product characteristics
DEFINITION: Providing something unique that is valuable to the buyer beyond simply offering a low price. (M. Porter) THE KEY IS CREATING VALUE FOR THE CUSTOMER
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4/17/2008 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد6
What differentiation is, how creates
competitive Advantage
Analyze sources of differentiation
(Customer’s preferences, firm’s capacities)
Formulate Strategies by linking
demand to supply capabilities.
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4/17/2008 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد7
ﺭﺍﺯﺎﺑ ﻭ ﻲﻨﻓ ﻱﺎﻫﺭﻮﺘﻛﺎﻓ ﻪﺑ ﻪﺟﻮﺗ ﺎﺑ ﺰﻳﺎﻤﺗ ﻱﺎﻬﺘﺻﺮﻓ
ﺪﻧﻮﺷ ﻲﻣ ﺩﻭﺪﺤﻣ
ﺩﺎﻌﺑﺍ ﻦﻴﺑ ﻱﺍ ﻩﺪﻤﻋ ﺕﻭﺎﻔﺗ ،ﺰﻳﺎﻤﺗ ﻱﺎﻬﺘﺻﺮﻓ ﻞﻴﻠﺤﺗ ﺭﺩ
ﺩﺭﺍﺩ ﺩﻮﺟﻭ ﺰﻳﺎﻤﺗ ﺱﻮﺴﺤﻣﺎﻧ ﻭ ﺱﻮﺴﺤﻣ ﻞﺑﺎﻗ
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4/17/2008 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد8
ﺖﺳﺍ ﻱﺍ ﻪﻨﻴﻣﺯ ﺎﺑ ﻂﺒﺗﺮﻣ ﻱﺯﺎﺳ ﻲﺸﺨﺑ
ﺪﻨﻛ ﻲﻣ ﺖﺑﺎﻗﺭ ﻥﺁ ﺭﺩ ﺖﻛﺮﺷ ﻪﻛ
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4/17/2008 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد9
Differentiation and Segmentation
DIFFERENTIATION: is concerned with how a firm competes within a market. SEGMENTATION: is concerned with where a firm competes within a market. Does differentiation imply segmentation? Not necessarily, depends upon the differentiation strategy:
BROAD SCOPE DIFFERENTIATION: Appealing to what is in common between different customers (McDonalds hamburgers, Honda cars, Sears) FOCUSED DIFFERENTIATION: Appealing to what distinguishes different customer groups (BMW, Doc Marten footwear)
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4/17/2008 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد10
ﺰﻳﺎﻤﺗ ﻱﺍﺮﺑ ﺖﻛﺮﺷ ﺖﻴﻓﺮﻇ ﺎﺑ ﻥﺎﻳﺮﺘﺸﻣ ﻱﺎﻫﺯﺎﻴﻧ ﻖﺑﺎﻄﺗ ،ﻖﻓﻮﻣ ﻦﻴﻣﺎﺗ ﺰﻳﺎﻤﺗ ﺖﺳﺍ
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4/17/2008 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد11
ﻞﻴﻠﺤﺗ ﺖﻬﺟ ﺍﺭ ﻱﺩﺪﻌﺘﻣ ﻱﺎﻫ ﻚﻴﻨﻜﺗ ،ﺭﺍﺯﺎﺑ ﺕﺎﻘﻴﻘﺤﺗ ﻝﻮﺼﺤﻣ ﻒﻠﺘﺨﻣ ﺹﺍﻮﺧ ﺎﺑ ﻪﺴﻳﺎﻘﻣ ﺭﺩ ﻥﺎﻳﺮﺘﺸﻣ ﻱﺎﻫ ﺖﻳﻮﻟﻭﺍ ﺖﺳﺍ ﻩﺩﻮﻤﻧ ﻪﺋﺍﺭﺍ . ﻱﺎﻫ ﻞﻴﻠﺤﺗ ،ﻱﺪﻌﺑ ﺪﻨﭼ ﻱﺯﺎﺳ ﺱﺎﻴﻘﻣ ﺪﻨﻧﺎﻣ ﻚﻴﻧﻭﺪﻫ ﺖﻤﻴﻗ ﻞﻴﻠﺤﺗ ﻭ ،ﻙﺮﺘﺸﻣ
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4/17/2008 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد12
ﻭ ﺎﻬﺷﻭﺭ ،ﺕﻻﻮﺼﺤﻣ ﻱﺎﻫ ﻪﺼﺨﺸﻣ ﺮﺑ ﻩﻭﻼﻋ ﻪﻛ ﺖﺳﺍ ﻡﺯﻻ ﻞﻴﻠﺤﺗ ﺰﻴﻧ ﺕﻻﻮﺼﺤﻣ ﺎﺑ ﺎﻬﻧﺁ ﻁﺎﺒﺗﺭﺍ ﻭ ﻥﺎﻳﺮﺘﺸﻣ ﺕﻼﻳﺎﻤﺗ ﺪﻧﻮﺷ.
ﺪﻧﻮﺷ
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4/17/2008 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد13
ﺖﻳﺰﻣ ﺩﺎﺠﻳﺍ ﺰﻳﺎﻤﺗ ﺰﻴﻧ ﻉﻮﻨﺗ ﻪﺋﺍﺭﺍ ﺭﺩ ﺖﻛﺮﺷ ﺕﺭﺪﻗ ﻪﺑ ﺖﺳﺍ ﻪﺘﺴﺑﺍﻭ
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4/17/2008 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد14
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4/17/2008 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد15
ﻱﺮﺘﺸﻣ ﻭ ﺖﻛﺮﺷ ﺵﺯﺭﺍ ﻩﺮﻴﺠﻧﺯ ﺩﺎﺠﻳﺍ ﺖﻴﻟﺎﻌﻓ ﺮﻫ ﺭﺩ ﻲﻳﺎﺘﻜﻳ ﻱﺎﻬﻛﺮﺤﻣ ﺖﺧﺎﻨﺷ
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4/17/2008 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد16
ﻞﻴﺴﻧﺎﺘﭘﺰﻳﺎﻤﺗ ﺖﺳﺍ ﺩﺎﻳﺯ ﺭﺎﻴﺴﺑ ﻱﺭﺎﻛ ﻭ ﺐﺴﻛ ﺮﻫ ﺭﺩ ﺖﻤﻴﻗ ﺎﺑ ﺶﻧﺎﻳﺮﺘﺸﻣ ﻱﺍﺮﺑ ﻱﺩﺮﻔﺑﺮﺼﺤﻨﻣ ﺕﺎﻣﺪﺧ ﻪﺋﺍﺭﺍ
ﺱﺎﺳﺍ ﺮﺗ ﻦﻴﻳﺎﭘﺰﻳﺎﻤﺗﺖﺳﺍ
ﺖﻳﺰﻣ ﻞﻴﻠﺤﺗ ﺖﻬﺟ ﻲﺒﺳﺎﻨﻣ ﺭﺎﺘﺧﺎﺳ ،ﻦﻴﻣﺎﺗ ﻩﺮﻴﺠﻧﺯﺰﻳﺎﻤﺗ
ﺪﻳﺎﻤﻧ ﻲﻣ ﻢﻫﺍﺮﻓ