marketing management from ch6

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យុ�ទី�សាស្�តម៉ា� ឃី�តធី�ង

By: Eng Leaphea, MBA

សេ�ចក្តី��ណែ�នាំ Generic strategies ប្�ជាប្ឋ�ក្នុ��ងឆ្នាំ� �

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អអអអអអអអអ អអអអអអអអអអអស្��ច្ចុអត.ប្�មេយ៉ាជន/ប្�ប្មេធី�ប្

competitive advantage ។

សេ�ចក្តី��ណែ�នាំ

ប្�ភពនៃ�competitive advantage -

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The generic strategies រ �មួមា�៖

1.Cost leadership,

2.Differentiation, and

3.Focus.By: Eng Leaphea, MBA

1.Cost leadership, • The low cost leader in any market

gains competitive advantage from being able to many to produce at the lowest cost.

• Factories are built and maintained, labor is recruited and trained to deliver the lowest possible costs of production.

• 'cost advantage' is the focus. Costs are shaved off every element of the value chain.

2. Differentiation

• Differentiated goods and services satisfy the needs of customers through a sustainable competitive advantage.

• This allows companies to desensitize prices and focus on value that generates a comparatively higher price and a better margin.

• The benefits of differentiation require producers to segment markets in order to target goods and services at specific segments, generating a higher than average price. For example, British Airways differentiates its service.

3. Focus or Niche strategy.• The focus strategy is also known as a 'niche' strategy.

• Where an organization can afford neither a wide scope cost leadership nor a wide scope differentiation strategy, a niche strategy could be more suitable.

• Here an organization focuses effort and resources on a narrow, defined segment of a market. Competitive advantage is generated specifically for the niche.

• A niche strategy is often used by smaller firms. A company could use either a cost focus or a differentiation focus.

Example: Generic Strategies - Michael Porter (1980)• McDonalds (Global Brand).

• Chick King (lesser known chicken restaurant).

• KFC (global brand).

• Burger King (global brand).

• Woodies Restaurant Chichester, UK (small but popular restaurant).

• Denny's or Little Chef (national chain of identicle restaurants.

• MGM Hotel Restaurant, Las Vegas (huge brand, single mega hotel).

• Subway (growing 'sub' sandwich brand).

• A deli in New York (small but popular deli).

• A hot dog stand in a New York street (cheap but low quality).

Ansoff's Matrix - Planning for Growth

• Market Penetration: – Here we market our existing products

to our existing customers. – This means increasing our revenue by,

for example, promoting the product, repositioning the brand, and so on.

– However, the product is not altered and we do not seek any new customers.

• Market Development:– Here we market our existing product

range in a new market. – This means that the product remains the

same, but it is marketed to a new audience.

– Exporting the product, or marketing it in a new region, are examples of market development.

• Product Development:– This is a new product to be marketed to our

existing customers. – Here we develop and innovate new product

offerings to replace existing ones. – Such products are then marketed to our

existing customers. – This often happens with the auto markets

where existing models are updated or replaced and then marketed to existing customers.

• Diversification– This is where we market completely new products to

new customers. – There are two types of diversification, namely related

and unrelated diversification. – Related diversification means that we remain in a

market or industry with which we are familiar. – For example, a soup manufacturer diversifies into cake

manufacture (i.e. the food industry). – Unrelated diversification is where we have no previous

industry nor market experience. For example a soup manufacturer invests in the rail business.

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9យុ។

• Is the segment viable? • Can we make a profit

from it?• Is the segment

accessible? How easy is it for us to get into the segment?

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• ម៉ាន�មេធី\បាយុជាមេត្រូច្ចុ�នណែដល់មេយុ�ងត្រូតCវមេត្រូប្�មេពួល់កាត%ច្ចុ�ណែណក្នុទី�ផ;�។

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ขั�บในืสนืามแขั�ง 37

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ស្rត%តាំ�ទី<�ទីស្Fនs

• ឃ្លាំU �ងស្:�ក្នុទី�ន"ញ ន"ងកា�ដEក្នុជញ្ជូv<នទី�ន"ញជ<ន អត"ថ"ជន

ប្�មេពួញតត្រូ�C វកា�អត"ថ"ជន �@យុច្ចុ�ណែណក្នុ

តថ្លៃ�U ១ $២៥០

ន"ងផ:ល់%មេស្វាណែថទា�

អ[�ណែដល់មេxថា ផល់"តផល់?

!Jជាអ[�ណែដល់អាច្ចុផ:ល់%ឲមេDក្នុ��ងទី�ផ;�មេដ��(�មេធី[�ឲម៉ានចណាប្#អារមួX�T , �មួ�ងការទំ,ញ, និនិនិប្�ប្��#�,ងប្សេពញច�ង#ច,ត� ឬមេស្ច្ចុក្នុ:�ត�វកា��ប្ស្%អត"ថ"ជន។ផ្សាល,តផ្សាល អាច្ចុ៖ � <ប្� ន"ងអ� <ប្��@យុច្ចុ�ណែណក្នុ។

អ[�ណែដល់មេxថា មេស្វាក្នុ�e?

គួYជាទំមួ�ងនៃ�ផ្សាល,តផ្សាលណែដូលមា��ក្តីមួXភាព, ប្�សេZ��T,

ឬការប្សេពញច,ត�ណែដូលផ្សា�ល#�មួ�ប្#ការលក្តី#ណែដូលជាទំ/សេ[វា

មា�លក្តីN�.ជាអរ /ប្� សេហ៊ំ�យព'អាចទំទំ�លបា�ក្តីមួX�,ទំV,ភាព

សេ �̂យ។

The Product – Service Continuum

PurePureServiceService

TangibleGood/

Services

MajorService

w/GoodsHybrid

PurePureTangibleTangible

GoodGood

e.g. Autow/repair svcs

e.g. Airlineflight w/snacks

e.g. Restaurant

e.g. Doctor’sExam

ភាពអរ /ប្� ភាពអរ /ប្�

ភាពមួ,�អាដាច#ព�$: បា�ភាពមួ,�អាដាច#ព�$: បា�

ប្មួ�ប្មួ�លជាប្#ជា�,ច) ប្មួ�ប្មួ�លជាប្#ជា�,ច)

ភាពមួ,�អាច�� 'ក្តីទំ'ក្តីបា�ភាពមួ,�អាច�� 'ក្តីទំ'ក្តីបា�

Can’t be seen, tasted, felt, heard, or smelled before purchase.

Can’t be separated from service providers

Quality depends on who provides them and when, where and how.

Can’t be stored for later sale or use.

ល់ក្នុ2ណ3ថ្លៃនមេស្វាក្នុ�e

ឧទា �ណ/ ៖ កា�ជ@ស្ជ�ល់ឡាន

Can’t be seen, tasted, felt, heard, or smelled before purchase.

Can’t be separated from service providers

Quality depends on who provides them and when, where and how.

Can’t be stored for later sale or use.

យ'ទំVសា��តម̀ាI�តធ�ង�មួ�ប្#ក្តី�មួហ៊ំ�'�សេ�វា

• ចាត#ណែចងភាពខិ'�ប្�ក្តី$: នៃ�សេ�វាក្តីមួX៖– ប្មេង{�តកា�ផ:ល់%ឲណែដល់ម៉ានល់ក្នុ2ណ3ខ្លួ�ស្ប្�ក្នុពួ�មេ!៖

• កា�ដEក្នុជញ្ជូv<ន ន"ងយុ�មេហាណែដល់ក្នុ�� 8�នមេយុ�ងម៉ាន។

• ការគួ�ប្#គួ�ងគួ'�ភាពសេ�វាក្តីមួX៖– ពួង�ងប្�!Wល់"ក្នុមេ|ជ@��ខ្លួ។– ត�វខ្លួ[ល់%ខ្លាំ[ យុពួ�អត"ថ"ជនជាប្%ជាន"ច្ចុ'។– អភ"វឌ្ឍ~!�ណភាពួមេស្វាក្នុ�eឲម៉ាន!�ណភាពួខ្លួrស្%ប្�ផ�ត។– ត�វពួ"ន"ត�មេ��ល់កា�ប្�មេពួញមេស្វក្នុ�eមេដាយុយុក្នុច្ចុ"ត:ទី�ក្នុដាក្នុ%ប្�ផ�ត។

• ការគួ�ប្#គួ�ងសេល�ផ្សាល,តភាពសេ�វាក្តីមួX៖– [Eក្នុហាត%ប្�!Wល់"ក្នុចាំស្% ន"ងថe�ឲប្�មេស្��ជាង��ន។– កា�ង្ហា�មេ9: តមេល់�!�ណភាពួន"ងប្� Pម៉ាញ។– ត�វប្�ប្�ស្%ប្ច្ចុ�ក្នុវ Pទី\ជ�ន@យុ។

PrimacyPilot

Energy

អ�ពួ�ផល់"តផល់?

BrandName

QualityLevel

Packaging Design

Features

ការដូBក្តី�ញ្ច+ /�

& ការផ្សា�ល#ឲសេ�3

ការតសេមួP �ង

ការធានាំ

សេ�វាក្តីមួXក្តី�យការលក្តី#CoreBenefitCore

Benefit

ActualProductActual

Product CoreProductCore

Product

AugmentedProduct

ក្តីមួ�តនៃ�ផ្សាល,តផ្សាល

អ[�ណែដល់មេxថា ផល់"តផល់ក្នុង%ឡាន?

Assembly of parts, which combine to hold compressed air, to allow the vehicle to have contact with the ground

Wheel/DiscWheel/Disc

Air Pressure

TyrTyree

ValveValve

Supporting the load(LOAD)

Tyre FunctionTyre FunctionOn a moving vehicle, the weight borne by the tyre varies when accelerating, braking, and cornering.

Tyres also generate considerable lateral forces to guide the car round bends

Providing directional control (HANDLING, CORNERING)

Tyre structure must be able to transfer the power from the wheel (engine torque) efficiently down to the contact area (ground).

Provide mobility (ADHERENCE)

It is largely self dampening and can deflect under load.

Absorbing the shocks (COMFORT, NOISE)

Tyre FunctionTyre Function

Tyres must have the ability to withstand heat generated by internal friction without causing the bonding agents and compounds to break down.

Tyre FunctionTyre Function

Last with time (WEAR, DURABILITY)

The functions of a tyre ( New )

- To roll

- To carry a load

- To steer the vehicle

- To transmit braking force and power output

- To absorb (noise and mechanical vibration)

- To last

TCA2 Dossier Marketing

Feb 25th, 2011

Contact: Sirinute C, Pierre A. & Vinate O.

TCA2/MS – Confidentiality D2

Talking point ច�' ច�ខា�#

Feature (Technology)

លក្តីN�.ព,សេ��

Advantage គួ'�ប្�សេZ��7

Benefit ផ្សាលប្�សេZ��T

ការសេប្�ក្តីប្របា�ឆ្ងាd យជាង១៥%

Alternating Bridging More rigidity in tread rib = minimize longitudinal & lateral sliding action

Wear resistance from frequent acceleration, braking & corneringEvenly wear

ការ��=�នៃចប្�ងកា�# ច��ណែថិមួសេទំ?ត

Full Silica tread compound

Lower rolling resistance, more fuel efficiency, high grip

Less fuel consumption, less CO2 emission

Green X marking guaranteed by MichelinFuel saving, safety & longevity

Excellent safety �'វតgភាពលCប្�សេ��រ

Micro-Adaptive Compound

More flexible providing high levels of mechanical grip with the road surface

Higher longitudinal groove volume

More water / faster evacuation

Piece of mindExcellent control in both wet & dry condition

Evenly distributed pressure

Optimize rubber working under contact patch

Effective road griping

តាំរាងម៉ា� ទី�ក្នុប្ច្ចុ�ក្នុវ Pទី\

PACKAGINGPACKAGING•ContainersContainers• ShippingShipping• ProtectionProtection• InformationInformation• Labelling – Labelling – Brand IDBrand ID• ConvenienceConvenience

Labelling

Printed information appearing on or with the package.

Performs several functions: Identifies product or

brand Describes several

things about the product

Promotes the product through attractive graphics

SIDEWALL MARKINGS

What is A Brand?• American Marketing Association:

– A Brand is a name, term, sign, symbol or design or combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors

• Kotler:– A Brand is a product, but one that adds

other dimensions to differentiate it in some way from other products designed to satisfy the same needs

• A brand is simply a logo e.g. McDonald's Golden Arches.• A brand is a legal instrument, existing in a similar way to a patent or copyright.• A brand is a company e.g. Coca-Cola.• A brand is shorthand - not as straightforward. Here a brand that is perceived as having benefits in

the mind of the consumer is recognised and acts as a shortcut to circumvent large chunks of information. So when searching for a product or service in less familiar surroundings you will conduct an information search. A recognised brand will help you reach a decision more conveniently.

• A brand is a risk reducer. The brand reassures you when in unfamiliar territory.• A brand is positioning. It is situated in relation to other brands in the mind of the consumer as better,

worse, quicker, slower, etc.• A brand is a personality, beyond function e.g. Apple's iPod versus just any MP3 player.• A brand is a cluster of values e.g. Google is reliable, ethical, invaluable, innovative and so on. • A brand is a vision. Here managers aspire to see a brand with a cluster of values. In this context

vision is similar to goal or mission.• A brand is added value, where the consumer sees value in a brand over and above its competition

e.g. Audi over Volkswagen, and Volkswagen over Skoda - despite similarities.• A brand is an identity that includes all sorts of components; depending on the brand e.g. Body Shop

International encapsulates ethics, environmentalism and political beliefs.• A brand is an image where the consumer perceives a brand as representing a particular reality e.g.

Stella Artois Reassuring Expensive.• A brand is a relationship where the consumer reflects upon him or herself through the experience of

consuming a product or service.

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