事業層策略(PPT 62頁)

Business-Level Strategy
Business-level strategy: an integrated and coordinated set of commitments and actions the firm uses to gain a competitive advantage by exploiting core competencies in specific product markets
Core Competencies and Strategy
Key Issues of Business-Level Strategy
What good or service to offer customers
How to manufacture or create the good or service
How to distribute the good or service in the marketplace
The Central Role of Customers
In selecting a business-level strategy, the firm determines
1. who it will serve
2. what needs those target customers have that it will satisfy
3. how those needs will be satisfied

Managing Relationships With Customers
Customer relationships are strengthened by offering them superior value
help customers to develop a new competitive advantage
enhance the value of existing competitive advantages

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