Creating differential advantage Porters Generic Strategies

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Creating differential advantage - Porters
Generic Strategies

BROAD NARROW
STUCK IN THE MIDDLE
COST FOCUS
DIFFERENTIATION
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Creating differential advantage - Porters
Generic Strategies
EASYJET
MICROSOFT
BROAD NARROW
STUCK IN THE MIDDLE
TRAVELODGE
FERRARI
COST FOCUS
DIFFERENTIATION
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Should have gone to Specsavers?
SPECSAVERS
VISION EXPRESS
BROAD NARROW
DA
?
INDEPENDENTS
COST FOCUS
DIFFERENTIATION
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Relying on advertising
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• Dear Sir/Madam
• My congratulations to B Q on getting a yacht to
  leave the UK on 28th November 2004, sail 27,354
  miles around the world and arrive back 72 days
  later. 
• Could you please let me know when the kitchen I
  ordered 96 days ago will be arriving from your
  warehouse 13 miles away? 
• Yours sincerely
• John Roberts

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Poor customer experience
3
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Poor customer experience(It is WHAT you do and
the WAY that you do it)
3
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Excellence isUNDERPROMISEOVERDELIVER
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The worst case isOVERPROMISEUNDERDELIVER
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What makes a great experience?

• Be easy to contact
• Respond professionally
• Use the phone both ways
• Listen to customers
• Focus on interpersonal skills
• Keep your promises
• Close loops and see things through
• Be good at the detail
• Show you are interested take time
• Do it right the first time
• Do it very right the second time - and fast

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What tenants want

• Get the basics right
• Go the extra mile
• Give us a choice
• Make involvement personal
• Be accountable

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Customer driven companies

• Those who make things happen
• Those who think they make things happen
• Those who watch things happen
• Those who wonder what happened
• Those who didnt know anything had happened

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Wholehearted service
Do I need it?
Do I want it?
Buying
Is it reliable?
Is it enjoyable?
Using
Emotional MAGIC
Rational LOGIC
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Overstretching the brand
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Diversity performance
High
Performance
Low
Related limited diversification
Unrelated extensively diversified
Undiversified