Abstract
AbstractMarket oriented product differentiation is a critical issue for a business success today. This paper proposes a relatively simple but effective analytical tool to design successful product differentiation especially in conceptualization phase. The author calls the tool as “Competitive Advantage Matrix (CAM)”. The tool utilizes a matrix‐based approach to evaluate relative competitiveness of a new product in a market oriented context, focusing on 1) technical excellence, 2) marketing strength and 3) social acceptance. It enables to provide various insights on whether a new product is likely to acquire competitive advantage in a market, not only against competing products, but also in a segment and in a whole market as well. The tool is also functioned as an easy measure to simulate future state of a new product's competitiveness, considering both actions and reactions from competitors. In this paper, a general concept of the CAM analysis is firstly explained with its development process. Secondly, a practical application of the CAM analysis is illustrated with an example of aircraft manufacturing industry. Finally, benefits and improvements of the CAM analysis are discussed in the conclusion.
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