Competitive Positioning Strategies Research Articles

Strategi Pemasaran Pendidikan dalam Menumbuhkan Minat Calon Peserta Didik di MA Babul Ulum Mariana

This research aims to analyze education marketing strategies in cultivating the interest of prospective students. The study uses a qualitative research method with descriptive characteristics. Informants include school principals, public relations officers, administrative staff, and students, and the information is obtained through interviews, observations, and documentation. The data analysis techniques consist of data reduction, data presentation, and drawing conclusions. Furthermore, data validity is ensured through triangulation to ascertain the reliability of the data in this research. The results of this study reveal that MA Babul Ulum Mariana employs market targeting strategies to identify market segments based on location, with students as the primary target in their educational marketing efforts. When defining market segments, schools typically establish specific criteria that become the primary focus in educational marketing. In terms of competitive positioning strategies, MA Babul Ulum Mariana undoubtedly has its own advantages and uniqueness in educational marketing. This is done to compete with other educational institutions, as each school has its own flagship programs designed to support student potential development for them to achieve success. In the mix of strategies, MA Babul Ulum Mariana combines various elements to support its educational marketing efforts, including flagship programs, a strategically located school, good collaboration with human resources, and affordable pricing

Electronics manufacturing entrepreneurs in a performance bonsai trap: the case of an emerging economy

PurposeThe study explores the evolution of Indian domestic electronics manufacturing post-economic reforms and also investigates the lack of natural growth stages among Indian start-up/SME electronics manufactures.Design/methodology/approachThe theoretical framework is inspired by Dawar and Frost's survival strategy theory that local companies may follow to overcome competitive threats from MNCs. The study adopts a qualitative methodology, more precisely, a phenomenological approach to walking through policy/regulatory reforms amid market distortions, technological gaps and colonial mindset from the perspective of Indian domestic electronics manufacturers. The study has adopted Gioia method of data analysis to inductively suggest a few research propositions.FindingsThe phenomenological approach revealed eight essential structure (essence) narratives to explore the complex issue that plague the industry: make in India, made in India, preferential market access strategy, equitable market access strategy, blue ocean strategy, competitive positioning strategy, technical capability and importance of policy/regulatory arbitrage.Practical implicationsThe situation of Indian electronics manufacturing units is comparable to the bonsai tree situation, where natural evolution in business stages does not exist; they are born and die as start-ups/MSMEs. The study advocates for equitable market access by removing market distortions. The long-term solution may lie in making available locally manufactured products as a dependable alternative to the imported products or produced locally by MNC OEMs in terms of cost, quality, technology, volume, after-sale service and integrated supply chain.Originality/valueWhile the favorable FDI policies, digital India and make-in India initiatives have strengthened domestic electronics production, it is yet to significantly impact India's position in global trade, including manufacturing and exports.

УПРАВЛІННЯ РИЗИКАМИ В ЕКСПОРТНО-ОРІЄНТОВАНИХ ЛАНЦЮГАХ ПОСТАЧАННЯ АГРОПРОДОВОЛЬЧОЇ ПРОДУКЦІЇ

The increase in agriexport volume is largely determined by the potential of the domestic market, technological development of agricultural production and processing industries, infrastructure, including logistics support. The development of global agrifood supply chains has been influenced by the interests the agricultural market players, from primary agricultural producers to consumers in marketing niches. The presence of risks drivers at the level of agricultural producers, processing enterprises and other participants in agri-food supply chains necessitates the formation of competitive positioning strategies. Ukraine relies on imports of milk and dairy products, potatoes, vegetables, fruits, berries and grapes, which can be grown by domestic producers. Such commodities are subjects to the agricultural bargaining in many developed economies. Cooperation between government agencies and associations of agricultural producers helps to reduce the level of uncertainty and risk under the destructive effects of global economic forces. The role of the government in the formation of risk management mechanisms in agribusiness is more noticeable than in other areas, which is reflected by the impact on subsidization mechanism, taxation, the formation of marketing channels of produce movement, leveling the influence of market power of retailers. It is not justified to increase the volume of exports of products that could be used as feed by the domestic farmers. Increasing exports of raw materials does not always contribute to a positive image of the country in the world markets. As an example the supply of organic soybeans to the US market was illustrated. The impact of risks on participants in agrifood supply chains necessitates the involvement of innovative technologies, financial instruments, regulatory government programs, as well as best management practices.

Competitive positioning: analysis and generalization of the enterprise's experience

At present time, product positioning, research and analysis of external and internal environment factors that influence the competitive positioning of an enterprise are a necessary attribute of marketing for a modern company. The relevance of the material considered in the article, devoted to competitive positioning of the enterprise, is determined by the fact that the publication presents the results of research on the competitive positioning of products of one of the leading enterprise of the alcohol industry in Russia based on the use of modern methods of marketing analysis. The designated features of the process competitive positioning. The use of analytical marketing tools allowed us to analyze and to complete of experience competitive positioning of certain segments alcoholic products of LVZ «Saransky». The purpose of the research is complete of successful experience competitive positioning of the enterprise based on the analysis its development for positioning and promotion of alcoholic products on the marcet. The tasks of this work involve the analysis of external and internal environment factors that affect the choice of competitive positioning strategies for alcoholic products of the enterprise; research of the processes of strategic competitive positioning of the main types of alcoholic products of LVZ «Saransky»; assessment of the effectiveness of competitive positioning of alcoholic products of the enterprise. The results of the research are that by analysis of competitive positioning, using various marketing tools (analysis of the macro and micro environment of the enterprise, building maps of the positioning of the main types of products enterprise and its competitors, conducting segmentation analysis on various parameters, etc.), is revealed the practice of successful experience of competitive positioning and promotion of alcoholic products of the enterprise on the market of the Republic of Mordovia.

Разработка логической модели согласования стратегий организации

The issue of coordinating the goals and objectives of various levels of management is relevant for most organizations, regardless of the type of activity, size and organizational form. This article provides mate-rials that will allow using a systematic approach to determining the strategic image of organizations, developing a logical model, allowing to coordinate various elements of strategic and tactical manage-ment. A logical model for coordinating organiza-tional strategies is proposed. A well-known ap-proach of formalizing strategies using the “Strategic pyramid” model is presented. The problem of formu-lating a target strategy based on organizational mis-sion and vision is considered. A variant of decom-posing the target strategy into a competitive posi-tioning strategy is also presented. The article de-scribes approaches to the specification of strategic objectives and the formation of functional strate-gies. The relationship between strategic and opera-tional (tactical) goals is considered, the differences between them are given, and their role in the trans-formation of a broad vision of the organization into specific business tasks is shown. The author shows the graph of approval of the strategic image of the organization.

Does relatedness drive the diversification of countries’ success in sports?

ABSTRACT Research Question: The sources of countries’ success in sporting events have been investigated for a long time. In addition to socioeconomic factors, sport specialization and competitive balance have been identified as impacting medal yields. Nevertheless, there remains little understanding of how countries become successful in sports they did not succeed in before. Research methods: We argue that the concept of related diversification, which is particularly popular in Evolutionary Economic Geography, can also be applied to sports and can help to explain in which sports countries become successful. We substantiate our argument with an empirical study of the evolution of national medal portfolios covering 61 sports at the Olympic Summer Games between 1896 and 2016 using this framework. Results and findings: Our empirical findings quantify the relatedness of sports emerging from physical, financial, cultural, and organizational similarities. We confirm that diversification processes based on countries’ existing strengths in particular sports are a (small) driving force behind the Olympic success of countries and help to explain their success in sports in which they have been previously unsuccessful. Implications: Our results highlight how examining hidden opportunities for diversification by incorporating sport-relatedness in a competitive positioning strategy can be informative for sport policy makers.

Positioning strategy implementation barriers: a decision making approach based on resource-based theory

The first aim of this paper is to present the issue of apparel retailing in India with the simultaneous determination of barriers to positioning strategy implementation. Second, measure the causality, comparative strength and network structure of the barriers in the way of successful strategy implementation. Key barriers identified with the help of literature review from peer-reviewed papers and validated by experts. Grey theory employed to refine the opinions collected from experts then employed DEMATEL to quantitatively calculate the importance, causality, comparative strength and effect in the interaction among barriers. This paper has identified 17 implementation barriers of competitive positioning strategy which hinders successful implementation of strategy in the apparel retail stores. Further, cause/effect relationships among these barriers have been developed using grey-DEMATEL approach. This research is highly noteworthy for apparel retailers to position their stores in the competitive market and eradicate the main barriers with the help of systematic approach.

Team Nogueira: Invasão do Mixed Martial Arts no Universo Fitness

Resumo Este caso para ensino descreve o desafio de Sergio Lyra, CEO da Team Nogueira, rede de academias de ginástica fundada pelos irmãos Rodrigo e Rogério Nogueira, dois dos maiores lutadores da história do Mixed Martial Arts (MMA) mundial, que haviam transformado seu centro de treinamento em uma academia e, posteriormente, em uma rede de franquias. Em 2015, a Team Nogueira contava com mais de trinta academias por todo o Brasil, no entanto, a desaceleração da popularização da modalidade, aliada à crise econômica que assolava o país e à aposentadoria dos irmãos que davam nome à rede, criavam um cenário de incertezas e preocupações. Esse caso serve de pano de fundo para a discussão sobre a aplicação do marketing no contexto esportivo, permitindo a discussão sobre os desafios relacionados ao alinhamento entre segmentação, seleção do mercado-alvo e posicionamento. Portanto, o caso é recomendado para a disciplina de Fundamentos de Marketing ou Marketing Esportivo em cursos de graduação e pós-graduação, nas sessões dedicadas à discussão sobre segmentação, posicionamento competitivo ou estratégia de marketing.

COMFED: the new challenges of diversification

Subject area COMFED, Bihar State Co-operative Milk Federation Ltd., which involved 6 lakh farmers across India in 2012, was a rural organisation established in 1983 as the implementing agency of Operation Flood programme of dairy development on “Anand” pattern in Bihar. In 1983, COMFED started with just 1,030 cooperatives, which had risen to 11,400 in 2012. Apart from B2C segment of milk and milk products in Bihar and Jharkhand, COMFED’s major revenue source was its B2B business where they sent bulk milk to Kolkata, Manesar and Delhi. They supplied to Amul and Mother Dairy, which were the biggest Indian cooperatives, and allowed them to use their own brand names. In 2012, Mrs Harjot Kaur, the Managing Director of COMFED, aspired to market COMFED products all over India under the “Sudha” brand, with special focus on National Capital Region region. Moreover, Mrs Kaur also wanted to expand COMFED’s geographical reach to other countries such as Bangladesh and Bhutan. Study level/applicability Strategic management, Diversification. Case overview Mrs Harjot Kaur was the Managing Director of Bihar State Co-operative Milk Federation (COMFED). COMFED is a rural organisation involving 6 lakh farmers. Starting with just 1,030 cooperatives in 1983, the number of cooperatives had risen to 11,400 in 2012. The milk production was 11 lakh litres per day, and the annual turnover in 2011-2012 was Rs 1,503.00 crore, 11 per cent more than that of previous year. Mrs Kaur was committed to serve COMFED customers and realise the dream of having at least one dish of Bihar in the plate of every Indian. Mrs Kaur envisaged COMFED producing 44 lakh litres milk per day from the existing 11 lakh litres per day, covering around 60 per cent villages of the state against the existing 33 per cent in 2013. COMFED was also trying to capture new markets. At present COMFED sent bulk milk to Delhi, Manesar and Kolkata, where it was sold by various dairy cooperatives such as Amul and Mother Dairy under their own brand names. Mrs Kaur aspired to market COMFED milk under the “Sudha” brand all over India. Moreover, Mrs Kaur was also looking to export to other countries such as Bangladesh and Bhutan. As Mrs Kaur was crafting the future path for COMFED, she also realised that above all the external challenges that exist, an internal vice – complacency – was the biggest hurdle her company had to face. Expected learning outcomes The case would be helpful for students to understand the concepts of competitive advantage, sustainable competitive advantage, industry structure, general environment, strategic positioning, diversification, internal analysis, external analysis and business level strategy in a strategic management course. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 11: Strategy.

A Construction Management Framework for Mass Customisation in Traditional Construction

A Mass Customisation model is discussed as a competitive positioning strategy in the marketplace adding value to the customer’s end-use. It includes the user as part of the construction process responding to the customer’s demands and wishes. To the present day, almost all proposals for Mass Customisation have been focused on the design phase and single family houses. The reality is that the processes carried out in the work execution are so inefficient that the costs of the Mass Customisation models are assumed by the customer and they do not offer solutions that support the change management. Furthermore, this inefficiency often makes Mass Customisation unfeasible in terms of deadlines and site management. Therefore, the present proposal focuses on achieving the paradigm of Mass Customisation in the traditional residential construction complementary to the existing proposals in the design phase. All this through the proposal of a framework for the integral management in the work execution, which will address change management introduced by the users offering an efficient and productive model that reduces costs in the process. This model will focus on the synergy between different strategies, techniques and technologies currently used in the construction management (such as Lean Construction or Six Sigma), together with, other strategies and technologies that have proven to be valid solutions in other fields (such as Business Process Management, Service Oriented Architecture, etc.).

Segmenting consumers’ reasons for and against ethical consumption

Purpose– This paper aims to quantify the relative importance of reasons used to explain consumers’ selection and rejection of ethical products, accounting for differences in ethical orientations across consumers.Design/methodology/approach– Reviewing previous literature and drawing on in-depth interviews, a taxonomy of reasons for and against ethical purchasing is developed. An online survey incorporating best–worst scaling (BWS) determines which reasons feature more in shaping ethical consumerism. Cluster analysis and multinomial regression are used to identify and profile segments.Findings– Positively orientated consumers (42 per cent of respondents) purchase ethical products more so because of reasons relating to impact, health, personal relevance, and quality. Negatively orientated consumers (34 per cent of respondents) reject ethical alternatives based on reasons relating to indifference, expense, confusion and scepticism. A third segment is ambivalent in their behaviour and reasoning; they perceive ethical purchasing to be effective and relevant, but are confused and sceptical under what conditions this can occur.Research limitations/implications– Preferences were elicited using an online survey rather than using real market data. Though the task instructions and methods used attempted to minimise social-desirability bias, the experiment might still be subject to its effects.Practical implications– Competitive positioning strategies can be better designed knowing which barriers to ethical purchasing are more relevant. The paper challenges the benefits in altruistic-based positioning and outlines shortcomings in communication about ethical products, including those relating to product labelling.Social implications– Through their purchase behaviours across a number of categories, ethical consumers aim to minimise the harm and exploitation of humans, animals and the natural environment. This research provides insights into the potential reasons why the uptake of ethical products is not being achieved and how it can be addressed to make improvements in making this movement more mainstream.Originality/value– This research examines an extensive list of reasons for and against ethical purchasing used by a general population of consumers. By forcing respondents to make trade-offs, this is the first study quantifying the relative importance of reasons utilised by consumers. It also highlights the value in using cluster analysis on best–worst scores to identify underlying segments.

The politics of regional cooperation in the Greater Pearl River Delta 大珠三角区域合作的政治

AbstractThis paper examines the interactions between subnational governments in influencing the Chinese national state in economic and spatial planning by focusing on two cases in south China, namely the pursuit of a new reform and development plan by Guangdong province in 2008 and Hong Kong's effort to position itself in China's 12th Five‐Year Plan (FYP). The intergovernmental dynamics inside the Greater Pearl River Delta (PRD) can be interpreted as the policy advocacy and coordination of entrepreneurial local states in a fragmented, authoritarian polity. Guangdong province actively pursued central approval of the PRD's regional plan because central support is critical not only for approving specific projects but also for steering its development direction and providing a policy tool to impose coordination plans in order to achieve better regional coordination and resource allocation inside the Delta. The province has skilfully leveraged on Hong Kong to get central approval and delegation of power over pilot measures regarding Guangdong–Hong Kong economic cooperation. Similarly, the Hong Kong Special Administrative Region government's efforts to secure a privileged position for Hong Kong in the 12th FYP can be considered as a competitive positioning strategy in view of growing competition within the PRD and from other regions.摘要本文研究大珠三角地方政府间互动及中央政府在经济和空间规划的影响，并集中分析华南地区的两个案例——广东省政府于2008‐2009年间提出改革和发展规划，以及香港争取中央政府在“国民经济和社会发展第十二个五年规划纲要”对其作出重要定位。大珠三角地方政府间的互动，可以被解读为在分割的权威体制下，具有企业型行为模式的地方政府对政策的推动和协调。广东省主动寻求中央政府批准珠三角发展和改革规划纲要，并非只为争取它对几个特定政策的支持。更重要的是，广东省政府旨在利用中央的支持推动本省所订立的政策和发展方向。中央支持更成为省政府的政策工具，使其能对珠三角内部的规划进行协调部署，从而实现更佳的区域合作与资源配置。广东省策略性地与香港联手争取中央支持，推动粤港经济合作的先行先试措施以及向省政府下放权力。同样地，香港特别行政区政府亦争取中央政府在第十二个五年规划中，对香港作出有利的定位。这可被视为香港在珠三角内外竞争不断加剧的环境中, 所采取的一种策略性行动。

Competing “Creatively” in Sponsored Search Markets: The Effect of Rank, Differentiation Strategy, and Competition on Performance

Although efficiency-enhancing features of online markets have been well studied, much less is known about firms' differentiation strategies in these competitive markets or the outcomes of such differentiation. This study examines competition among firms in online sponsored search markets—one of the fastest growing and most competitive of online markets. We develop and test a model that predicts the clickthrough rate (CTR) of a seller's listing in a sponsored search setting. Drawing on consumer search theory and competitive positioning strategies, we theorize that CTR is jointly driven by a seller's positioning strategy as reflected by the unique selling proposition (USP) in its “ad creative,” by its rank in a sponsored search listing, and by the nature of competition around the focal firm's listing. We use data from a field experiment conducted by a leading firm in the mortgage industry where the firm varied its rank and USP dynamically. Results suggest that sponsored search listings can act as effective customer segmentation mechanisms, consistent with a model of consumer search in directional markets. We further find that the effect on CTR of a firm's positioning strategy and its rank in a listing is strongly moderated by its ability to differentiate itself from adjacent rivals. We discuss the implications of our findings for sellers' strategies in sponsored search markets and for extending the understanding of consumer search behavior in directional markets.

Positioning and Pricing in a Variety Seeking Market

We study competitive positioning and pricing strategies in markets where consumers seek variety. Variety seeking behavior is modeled as a decrease in the willingness to pay for the product purchased on the previous purchase occasion. Using a three-stage Hotelling-type model, we show that the presence of variety seeking consumers reduces product differentiation offered in equilibrium, thereby explaining some otherwise counterintuitive findings in empirical research. We find that firms charge higher prices in Period 1 and lower prices in Period 2. The lower price in Period 2 represents the price incentive that firms need to offer to prevent the variety seeking consumers from switching. Furthermore, we find that the observed switching in a market may not fully capture the true magnitude of the underlying variety seeking tendencies among consumers. Finally, we show that the presence of variety seeking consumers leads to lower firm profits and a higher consumer surplus. Surplus increases for variety seeking consumers as well as regular consumers. Therefore, the presence of variety seeking consumers benefits everyone in the market.

Competing 'Creatively' in Online Markets: Evidence from Sponsored Search

Although the efficiency-enhancing features of online markets have been well studied, much less is known about firms' differentiation strategies in these competitive markets, or the outcomes of such differentiation. This study examines competition among firms in online sponsored search markets - one of the fastest growing and most competitive of online markets. Given the nascence of online sponsored search and the lack of sophisticated differentiation strategies, firms have primarily sought to be listed on top of the search results, leading to intense competition. With the rapid evolution of sponsored search markets from simple auctions to sophisticated forums for customer acquisition, the need to go beyond a myopic focus on competing for the top slots and seek effective differentiation strategies is becoming clear. In this paper we develop and test a model that predicts the clickthrough rate (CTR) of a seller's listing in a sponsored search setting. Drawing upon consumer search theory and competitive positioning strategies we theorize that the CTR is jointly driven by the seller's positioning strategy as reflected by the unique selling proposition (USP) in its ad-creative, by its rank in the sponsored search listing, and the nature of competition around the focal seller's listing. We use data from a field experiment conducted by leading firm in the mortgage industry where the firm varied its rank and USP dynamically. Results suggest that sponsored search listings can act as an effective customer segmentation mechanism, consistent with a model of consumer search in directional markets. We further find that the effect of the firm's positioning strategy and its rank in the listing on CTR is strongly moderated by its ability to differentiate itself from adjacent rivals. We discuss the implications of our findings for sellers' strategies in sponsored search markets and for extending understanding of consumer search behavior in directional markets.

Commentaries

Problems Faced in the Expansion of China’s Health Supplementary Products Market. India: Popular Destination for Biotech Industry Investment in Asia Pacific. Singapore’s Growing Biomedical Sector. Competitive Positioning Strategies for Australian Biotech Companies.

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Competitive Positioning Strategies for Australian Biotech Companies A Road Map to Achieve Competitive Position in the Global Biotech Marketplace Part III — Australia: Current Position and Key Success Factors.

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Competitive Positioning Strategies for Australian Biotech Companies Part II — Asia Pacific Biotechnology Markets: A Snapshot.

Feature — Competitive Positioning Strategies for Australia Biotech Companies: A Road Map to Achieve Competitive Position in the Global Biotech Marketplace Part I

Australia’s focus on biotechnology began in the 1990s, although this industry has been active in the country since the 1970s. Australia’s traditional strengths in medical and agricultural research have helped the country to move up the global biotech value-chain in a very short time. The Australian economy is relatively small compared to other biotech behemoths such as the United States and Japan and the government has realized the importance of innovation through industries such as biotechnology to boost the economy. This has translated into generous research funding and a favorable policy atmosphere for the industry, which in turn has grown steadily. The following White Paper builds a global, regional, and country perspective on the biotechnology industry and analyzes the competitive position of Australian biotech companies. The White Paper also elucidates key strategies for Australian biotech companies for achieving sustainable growth.

Geodemographic and socioeconomic characterization of the retail attraction of leading hypermarket chains in Spain

This paper aims at examining the impact on demand of the competitive positioning strategies developed by the leading hypermarket chains in Spain. Specifically, the purpose is to carry out a geodemographic and socieconomic characterization of the potential consumers of each chain. As retail attraction has traditionally been divided into three components, distance, mass and image, a gravitational model is proposed which distinguishes them and facilitates the evaluation of existing differences across any a priori segmentation base. The empirical test identifies significant geodemographic differences in the retail attraction of hypermarket chains. Chains seem to target the whole market by developing an image balanced against the advantages and disadvantages derived from the spatial coverage strategy. Social class is not as good an indicator of hypermarket choice as expected, although some interesting patterns have been detected.