Welcome to my blog, where I discuss everything from Innovations and Strategy.
Today topic is about competitive strategy and corporate strategy.
More precisely on how resources and competencies align with customer requirement and corporate strategy.
This topic is still in review, but I decided to publish part of the reading which I am doing.
Companies to succeed need to align their offering with what costumers and consumer requirements.
By aligning their product edges, as defined in their book Alan Lewis and Dan McKone, corporations can gain more profit from their buyers.
By asking questions such as, what else is possible to do, and what current capabilities align with what the buyer search, companies can improve their marketing strategies.
This is seen in the first edge, product edge.
(taken from edgestrategybook.com)
In the book, it is given the example of Best Buys and Geek Squad, but in Europe, Best Buys (or better explained, as the customer support for installing a TV at home by the customer premises) is not present, so I’m going to provide the example of Apple and their Genius Bar.
Whenever buying an Apple Product, at an Apple Store, Apple provides some small technical knowhow introduction via their Genius Bar, a service which is complimentary but not obliged to offer so that can facilitate the implementation of their product in businesses. So from that they earn the happiness of new costumers which appreciate the sale of this complementary service.
Last but not least, is the Enterprise Edge, which in the book is defined as finding new revenue through existing capabilities. The example provided in the book is Toyota and the sale of its GPS Data to municipalities for traffic coordination.