Beruflich Dokumente
Kultur Dokumente
Accelerator
Business models for sustainable
competitive advantage
Mini publication
Only by developing new busin
average in your branch
How to achieve growth and to make a profit?
Mainly by being different than others. By coming
up with new business models: completely new
products, added services, different ways to pay,
surprising experiences. In that way you can
create a sort of monopoly, in which you
determine the price at which your profit is
maximised
maximised.
2
ess models you can make more profit than the
monopoly in competition
As soon as your business model
price price
is copied and more competitors
arise, you can’t determine the
demand curve demand curve
price yourself any more. You can
profit price of the
only sell when you’re asking the
competitor profit
same or a lower price than your
costs costs
competitors. Your profits will
numbers numbers decline.
sold sold
Supplier Customer
Consumer
3
Internet and the globalisation
classical strategies do not app
Cost leadership:
having the lowest costs
Product differentiation:
having a better product
Focus strategy:
targeting on a niche
Operational excellence:
having the lowest total costs,
including costs of your client
Cost advantage is easily
copied or leveled down.
Scale can be bought
No sustainable strategy
Product leadership: The enormous diversity of
(Continuously) having
continuously introducing new products makes it hard to
unique products
products stand out
Customer intimacy: There are many suppliers Market relevancy:
having a complete offering for with a broad offering. being seen as relevant by
specific customer groups Customers can choose your customer group
A company can have one of the two forms of competitive advantage, both, or neither.
The two forms have different dimensions and can be set out in a matrix, the Strategy
accelerator. With this model you can decide on your optimal strategy, depending on
your competitive advantage: ally, combine,
combine excel or consolidate.
consolidate
Just as with a car you don’t start a company in the fourth gear: you have to carefully
build on your sources of profitability. The strategy accelerator forces a clear choice for
one of the two directions to differentiate yourself: either with a unique product or
through market relevancy. Both options don’t exclude each other, but with limited
means you can only focus on one.
6
High market relevancy
High market relevancy
and a unique product:
and no unique product:
Consolidate your
Combine several matching
position by constant
products under your brand
renewal and by
and become even more
keeping close watch on
High relevant for your market
your competitors
Page 10-11
Page14
Low
Low market relevancy
and no unique product:
Ally with others as the
quickest way to build up
the right competences
or product portfolio
Page 8-9
Low market relevancy
and a unique product:
No Excel in what you do to
make sure that you can
Yes continue to develop unique
products and services
Page 12-13
7
Ally to expand your market
rele
relevancy or to develop new
products faster
Business model
8
The majority of the companies starts in the first gear: they have
low market relevancy and no unique product. Their profitability is
often limited and is mainly determined by the balance between
supply and demand in the market. Instead of investing yourself,
hiring these competences or taking over a company with these
competences you can better start an alliance. In this way you gain
extra market relevancy or develop a new product with a limited
investment and less risks.
Portfolio
management
Fulfillment of
your brand promise
Distribution and
communications
Generic
needs
Actual
Market
customer
relevancy
needs
Context /
Situation
Openness of the
business model
Focus Managed
New product
on development process
or service
innovation
Skills and
creativity
13
Consolidate by continuously
working on your market
relevancy and on new
unique products . Keep a
close watch on your
competitors
14
With alliances you can
make quicker progress
than with investing
yourself or taking over Move this way with
development alliances
a company
High
Market relevancy
move this
way with
marketing
alliances
Low
Alfred Griffioen has built his vision on competitive advantage as marketeer, business
development manager and strategy consultan tant. He is partner at Alliance experts, specialised
in matching and advising companies in the field of alliances and strategic cooperation.
Before this he wrote ‘The Senseo effect’, a practical guide for starting a partnership.
The book ‘De Strategieversnelling’ is a publication of FT Prentice Hall in Dutch. The preface
has been written by Frank Heemskerk, minister of Foreign Trade of the Netherlands.