Differentiation Advantage 4/17/2008 - PDF document

ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ ِ Differentiation Advantage 4/17/2008 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ 1 ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 1

ﺖﺳﺮﻬﻓ � 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 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ 4/17/2008 ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 2 2

Differentiation Advantage OUTLINE � The nature of differentiation � Differentiation and segmentation � Analyzing differentiation: the demand side � Analyzing differentiation: the supply side � Bringing it all together: value chain analysis ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ 4/17/2008 ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 3 3

ﻪﻣﺪﻘﻣ � ﻱﺍﺭﺍﺩ ﺶﻳﺎﺒﻗﺭ ﻪﺑ ﺖﺒﺴﻧ ﺖﻛﺮﺷ ﻚﻳ ﺰﻳﺎﻤﺗ ﺪﺷﺎﺑ 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 . ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ 4/17/2008 ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 4 4

The Nature of Differentiation 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 TANGIBLE DIFFERENTATION INTANGIBLE DIFFERENTATION Observable product characteristics Unobservable and subjective characteristics relating to image, • size, color, materials, etc. status, exclusively, identity • performance • packaging • complementary services TOTAL CUSTOMER RESPONSIVENESS ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ differentiation not just about the product , it embraces the whole relationship 4/17/2008 ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 5 between the supplier and the customer. 5

Objectives � 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. ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ 4/17/2008 ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 6 6

ﺖﻌﻴﺒﻃ ﺖﻳﺰﻣ ﻭ ﺰﻳﺎﻤﺗ ﯼﺰﻳﺎﻤﺗ : ﻱﺎﻫﺮﻴﻐﺘﻣﺰﻳﺎﻤﺗ � 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 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ 4/17/2008 ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 7 7

ﺰﻳﺎﻤﺗ ﻥﺩﺮﻛ ﻲﺸﺨﺑ ﻭ Differentiation and Segmentation ﺖﺳﺍ ﺖﻛﺮﺷ ﺖﺑﺎﻗﺭ ﻩﻮﺤﻧ ﺎﺑ ﻂﺒﺗﺮﻣ ﺰﻳﺎﻤﺗ � � ﺖﺳﺍ ﻱﺍ ﻪﻨﻴﻣﺯ ﺎﺑ ﻂﺒﺗﺮﻣ ﻱﺯﺎﺳ ﻲﺸﺨﺑ ﺪﻨﻛ ﻲﻣ ﺖﺑﺎﻗﺭ ﻥﺁ ﺭﺩ ﺖﻛﺮﺷ ﻪﻛ ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ 4/17/2008 ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 8 8

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) ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ 4/17/2008 ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 9 9

ﻞﻴﻠﺤﺗﺰﻳﺎﻤﺗ : ﺎﺿﺎﻘﺗ ﺶﺨﺑ ﺰﻳﺎﻤﺗ ﻱﺍﺮﺑ ﺖﻛﺮﺷ ﺖﻴﻓﺮﻇ ﺎﺑ ﻥﺎﻳﺮﺘﺸﻣ ﻱﺎﻫﺯﺎﻴﻧ ﻖﺑﺎﻄﺗ ،ﻖﻓﻮﻣ ﻦﻴﻣﺎﺗ ﺰﻳﺎﻤﺗ ﺖﺳﺍ ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ 4/17/2008 ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 10 10

ﻝﻮﺼﺤﻣ ﻲﻫﺩ ﻥﺎﻜﻣ ﻭ ﺹﺍﻮﺧ 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 ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ 4/17/2008 ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 11 11

ﻲﺳﺎﻨﺸﻧﺍﻭﺭ ﻭ ﻲﻋﺎﻤﺘﺟﺍ ﻞﻣﺍﻮﻋ ﺶﻘﻧ • ﻱﺯﺎﺳ ﻉﻮﻨﺘﻣ ﻱﺎﻫ ﺖﺻﺮﻓ ﻭ ﻱﺮﺘﺸﻣ ﻱﺎﻫﺯﺎﻴﻧ ﻢﻬﻓ ﺭﻮﻈﻨﻣ ﻪﺑ ﻭ ﺎﻬﺷﻭﺭ ،ﺕﻻﻮﺼﺤﻣ ﻱﺎﻫ ﻪﺼﺨﺸﻣ ﺮﺑ ﻩﻭﻼﻋ ﻪﻛ ﺖﺳﺍ ﻡﺯﻻ ﻞﻴﻠﺤﺗ ﺰﻴﻧ ﺕﻻﻮﺼﺤﻣ ﺎﺑ ﺎﻬﻧﺁ ﻁﺎﺒﺗﺭﺍ ﻭ ﻥﺎﻳﺮﺘﺸﻣ ﺕﻼﻳﺎﻤﺗ ﺪﻧﻮﺷ . • ﻲﻃﺎﻗ ﺎﻬﻧﺁ ﺎﺑ ﻲﺘﺴﻳﺎﺑ ،ﻥﺎﻳﺮﺘﺸﻣ ﻱﺎﻫﺯﺎﻴﻧ ﻢﻬﻓ ﻱﺍﺮﺑ ،ﺎﻬﺘﻛﺮﺷ ﺪﻧﻮﺷ ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ 4/17/2008 ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 12 12

ﺰﻳﺎﻤﺗ ﻞﻴﻠﺤﺗ : ﻪﺿﺮﻋ ﺶﺨﺑ ﺖﻳﺰﻣ ﺩﺎﺠﻳﺍ ﺰﻳﺎﻤﺗ ﺰﻴﻧ ﻉﻮﻨﺗ ﻪﺋﺍﺭﺍ ﺭﺩ ﺖﻛﺮﺷ ﺕﺭﺪﻗ ﻪﺑ ﺖﺳﺍ ﻪﺘﺴﺑﺍﻭ ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ 4/17/2008 ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 13 13

ﻉﻮﻨﺗ ﻱﺎﻬﻛﺮﺤﻣ • ﻝﻮﺼﺤﻣ ﺩﺮﻜﻠﻤﻋ ﻭ ﺎﻫ ﻪﺼﺨﺸﻣ • ﻲﻠﻴﻤﻜﺗ ﺕﺎﻣﺪﺧ • ﻲﺑﺎﻳﺭﺍﺯﺎﺑ ﻱﺎﻫ ﺖﻴﻟﺎﻌﻓ • ﻲﺣﺍﺮﻃ ﻭ ﺪﻴﻟﻮﺗ ﻱﺎﻬﻳﮊﻮﻟﻮﻨﻜﺗ • ﻩﺪﺷ ﻱﺭﺍﺪﻳﺮﺧ ﻱﺎﻬﻳﺩﻭﺭﻭ ﺖﻴﻔﻴﻛ • ﺪﻧﺮﺛﻮﻣ ﺎﻬﺘﻴﻟﺎﻌﻓ ﺯﺍ ﻚﻳ ﺮﻫ ﺖﻳﺍﺪﻫ ﺮﺑ ﻪﻛ ﻲﻳﺎﻬﻟﺍﻭﺭ • ﻲﻧﺎﺴﻧﺍ ﻱﻭﺮﻴﻧ ﺏﺭﺎﺠﺗ ﻭ ﺎﻬﺗﺭﺎﻬﻣ • ﻥﺎﻜﻣ ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ 4/17/2008 ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 14 14

ﻢﻫ ﺎﺑ ﻲﮕﻤﻫ : ﻞﻴﻠﺤﺗ ﺭﺩ ﺵﺯﺭﺍ ﻩﺮﻴﺠﻧﺯ ﺰﻳﺎﻤﺗ : ﻩﺪﻨﻨﻛﺪﻴﻟﻮﺗ ﻱﻻﺎﻛ ﺵﺯﺭﺍ ﻩﺮﻴﺠﻧﺯ ﻞﻴﻠﺤﺗ � ﻱﺮﺘﺸﻣ ﻭ ﺖﻛﺮﺷ ﺵﺯﺭﺍ ﻩﺮﻴﺠﻧﺯ ﺩﺎﺠﻳﺍ � ﺖﻴﻟﺎﻌﻓ ﺮﻫ ﺭﺩ ﻲﻳﺎﺘﻜﻳ ﻱﺎﻬﻛﺮﺤﻣ ﺖﺧﺎﻨﺷ � ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ 4/17/2008 ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 15 15

ﻪﺻﻼﺧ � ﻞﻴﺴﻧﺎﺘﭘ ﺰﻳﺎﻤﺗ ﺖﺳﺍ ﺩﺎﻳﺯ ﺭﺎﻴﺴﺑ ﻱﺭﺎﻛ ﻭ ﺐﺴﻛ ﺮﻫ ﺭﺩ � ﺖﻤﻴﻗ ﺎﺑ ﺶﻧﺎﻳﺮﺘﺸﻣ ﻱﺍﺮﺑ ﻱﺩﺮﻔﺑﺮﺼﺤﻨﻣ ﺕﺎﻣﺪﺧ ﻪﺋﺍﺭﺍ ﺱﺎﺳﺍ ﺮﺗ ﻦﻴﻳﺎﭘ ﺰﻳﺎﻤﺗ ﺖﺳﺍ � ﺖﻳﺰﻣ ﻞﻴﻠﺤﺗ ﺖﻬﺟ ﻲﺒﺳﺎﻨﻣ ﺭﺎﺘﺧﺎﺳ ،ﻦﻴﻣﺎﺗ ﻩﺮﻴﺠﻧﺯ ﺰﻳﺎﻤﺗ ﺪﻳﺎﻤﻧ ﻲﻣ ﻢﻫﺍﺮﻓ ﯼﺮهﺎﻈﻣ ﻢﻳﺮﮐ ﺰﻳﺎﻤﺗ ﺖﻳﺰﻣ 4/17/2008 ﻒﻳﺰﺷ ﻲﺘﻌﻨﺻ ﻩﺎﮕﺸﻧاد 16 16