And differentiated business strategy 2:
2013年12月26日 09:22
-Differentiation and Asserts that the business strategy is simple and so （ not say easy because just to ）, a differentiation strategy is complicated doesn't make sense.
Basically, simple as differentiation strategy. Not that good, if different from competitors. In the inferior directional differentiation at all makes no sense. It's of course.
But speaking of how different if I do.
"Where there is value not differentiate customer makes no sense"
It's said that. The differentiation and
'Give the customers a better value
That's the essence.
-How to differentiate three
Differentiation strategy is basically a 3.
1 ） differentiation in products and services
2 ） differentiate on how to provide and services related to
3 ） customer responsiveness in the differentiation
It's said that.
Why do? And it can get customers from one. Now, let's look at one by one.
1 ） differentiation in products and services
Of course, to differentiate products and services in first come first.
How typical is 4.
A ） speed: faster that you can do the same
To buy a personal computer. Would any PC, even able to use MS Office. However, the speed is fast, is its ease of use. Even if the same may be better soon.
B ） than the same thing can be useful
Basic functions of the TV receives a program, that is even a remote is handy when there. Can change the channel without the remote control, but would a handy.
C ） high quality: better you can do the same
If the TV will watch on TV the same way, and higher quality of high quality should be. Try and buy the speakers and other audio products. Bought any speakers, as long as not broken leaves is reasonably sound. However, would choose the sound better.
D ） differentiation: can different
If you are selling products, for example, try and buy a VCR. Just the VCR was about CM cut feature. Might buy it it is useful.
Retailers, the ones they sell have the same even better where I teach us about products and services, you can consult the clerk.
2 ） in how to provide differentiated
E ） speed: delivered more quickly and
If you buy the same things soon get better. Everybody hate being kept waiting. If, in providing a similar Burger you'd better buy early. That's why they go to McDonald's.
F ） convenience: better buy a convenient, easy-to-obtain
If you buy the same thing, easy to buy it. If you are selling a similar Burger, shop nearby. If you know the same thing and should have delivered at home is convenient. That's why catch on catalog mail-order and Internet shopping, etc. Get delivered at Amazon if you buy the same book is useful.
3 ） customer responsiveness in the differentiation
G ） trust
You'd better buy in can be relieved even buy the same things. Will is from and can return the phone consultation, you can buy peace of mind. If the same things to buy at the same price, better buy from amiable clerk. Thanks for a familiar barber shop knows my taste, so the left. If you buy a car, want to buy from the sales rep is also high shopping with confidence after that response, can leave.
Where you can trust if you buy the same thing, and you want to buy from people. Especially costly will often want to leave so far, shopping and other large corporate customer business if risk is greater, so slightly high prices, reliable.
H ） provides information
If you buy a suit, clothes, buy at recent fashion trends, complexion, and offer information and advice, such as suit color compatibility. If you buy a PC should be places where clerks tell affects the use of the difference in the performance of the various models.
If you buy the same things, but to good. In particular, high-priced shopping, large gaps in the knowledge of the seller and the buyer shopping you will do so.
-In brand differentiation can be?
Now, and not only this, that, and that seems come from marketers not differentiate in the image that. Recently, management awareness Oita brand suitable has been seem. There is no denying itself.
So, what would the Sony brand image? Think.
-Innovation, newness
Technology
New life style
Such will not?
So, the image comes from where? TVCM? I wonder if can have the same Sony TVCM shed Aiwa, Aiwa Sony and same image?
Different. Sony image is
Walkman
• VAIO
• AIBO
Such as in can't argue away from products. These have in common is
-Innovation, newness
Technology
New life style
It's image. Brand image is not does not present itself independently from such products. It's not can be brand image by CM. If flown CM, company image worse so when all will be resolved, that.
CM plays a very important role in terms of product worth telling. However, not only the image independently, to form. Namely, what brand image is born as the core value we offer products and services.
And that stuff is brand is trying to basically made by the customer. Your products and services and the communication, such as how to provide the advertising, recognition are all intertwined. It can control your brains in brand advertising and savor Matsutake mushrooms, it is arrogance of the marketer's.
If you can,
-100 Yen shop CM is made, tailored to the super premium brand will not give you? Of course the product or commodity prices.
-Cannot be instilled a Haagen-Dazs ice cream is very highly cost effective, low-cost product, that image? Of course the commodity is commodity prices.
Can prove this reality if, in trying to promise that to apologize, and then remove this part. Of course advertising costs are there in rice.
It would be first of all impossible. That's because customers don't trust. Selling of 100 yen, while saying our company is a high-quality brand, trust no one? Rather, said "liar" and even be counterproductive.
-Delivering value
In summary, and
Differentiation strategy and to provide a value than our competitors, truly a customer?"
And it comes. I've chosen course, provide better value products and services.
So the management's job also is to decide what value?. But, that provide value specifically what would be the next point. From this side barriers between business and marketing strategies, comes together.