Assignment | Competitive Strategy
Added on 2020-05-16
11 Pages2957 Words64 Views
Running Head: Competitive StrategyCompetitive Strategy
Competitive Strategy 1Executive SummaryTarget market, mode of entry and global branding are few crucial aspects which help anorganization to successfully become sustainable in the target market. Target market helps anorganization to identify the right person who can purchase their product. Mode of entry helps anorganization to enter the international market in such a way that goodwill of the company iscreated in the mind of people. Further global branding helps an organization maintain acompetitive advantage in the international market. The below-mentioned task talks about fourorganizations Amazon, eBay, Apple and Microsoft which initiated their activities in such a waythat all the companies gained identification in the target market. It is important for companies toprovide some special feature in their business process so as to promote the product in theinternational market. More details about the strategies used by the organization are discussedbelow:
Competitive Strategy 2ContentsExecutive Summary.....................................................................................................................................1Global Branding...........................................................................................................................................3Amazon....................................................................................................................................................3eBay.........................................................................................................................................................4Target market and modes of entry..............................................................................................................5Apple.......................................................................................................................................................5Microsoft.................................................................................................................................................7Conclusion...................................................................................................................................................8References...................................................................................................................................................9
Competitive Strategy 3Global BrandingIn the current scenario, the companies are focusing on creating brand image of the product in theglobal market. Being placed in the domestic market does not provide adequate growth to thecompanies due to which they aim to change their domestic brand into the global brand so as togain more profit. Once an image of the product and the company is created in the market, then itbecomes easier for the organization to gain competitive advantage as well. Thus, the fact shall benoted that a global brand can help a company to gain a sustainable competitive advantage in themarket (Dinnie 2015). A premium price for the product and services help the company to placethemselves in the premium market. Also, the brand position helps the company to raise theirsabove the value of competitors present in the market. Global positioning refers to the processwith which a company attains its position in the market and the customers perceive it as the bestposition for the company (Verbeke 2013). Further, the companies which gained advantage usingthe global branding strategies are discussed below:AmazonAmazon is an American electronic commerce and cloud computing company situated inWashington. The company was originated in the year 1994 by Jeff Bezon. Now Amazon isregarded as largest internet retailer in the world which was initially originated with a motive tosell books online but later with time the company started selling all types of products in themarket. The organization played smart, that initially, they started their business with all availableresources and later when the company found that the market is growing along with their share ofthe market. So, they introduced new product lines so as to create amazon a global brand (Knight2015). Amazon in today’s world is called a global online brand all products are sold at reasonableprices. Further, the company created its name by providing quality services to the customers andthe vision and mission statement of Amazon pushed them to become one of the largest globalbrands in the international market along with the domestic market. The vision of the companystates that they want to create global dominance in the international market. And the missionstatement of the company states that Amazon they want to achieve effectiveness along with high-
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