Posh Nosh Limited: Second Mover Advantage and Strategies Essay

This essay examines the concept of the second mover advantage, imitation strategies, and the importance of the operating environment in business development, using Posh Nosh Limited as a case study. It explores how companies can benefit from following established businesses, adapting successful strategies, and understanding customer needs. The essay delves into the advantages of being a second mover, such as customer development, product management, customer acquisition, and procurement, and how imitation strategies, including refining, benchmarking, and learning from competitors' mistakes, can lead to competitive advantages. The operating environment is also analyzed, emphasizing the need for a healthy environment to facilitate effective business operations, innovation, and customer satisfaction. The conclusion highlights the benefits of the second mover strategy for small firms like Posh Nosh, enabling them to provide better products and services, gain a competitive edge, and achieve their business goals. This analysis provides valuable insights into strategic business practices and market dynamics.

INDIVIDUAL ESSAY

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Second mover advantage........................................................................................................3
Imitation strategies.................................................................................................................5
Operating environment...........................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
This essay is based on self responsibilities and self regulation in organisation. This help
the organisation to create more healthy environment so that they can make effective development
and achieve value and objective in individual level. In this case. Posh Nosh Limited is able to
provide best experience to their customers so that they can achieve their target in effective
manner. It is the small company in UK. It has face to face communication with their customers
so that they can provide better services to them (Rasmusen and Yoon, 2012).
Posh Nosh Limited is a private company based in UK providing their services in catering
industry. Its nature of business is public houses and bars. It is providing their services to their
customers and making innovation in their product and services so that they can provide luxury
experience to their customers. They are specialised in Marquee and outside event catering. It has
made innovation in their product and services so that they can attract large number of customers
and to provide them more satisfaction. In the present study, the role and advantages of second
mover is provided. This study clearly identifies that second mover takes the advantage in their
business by following the others.
TASK
Second mover advantage
It is the advantage that companies take from following the others in market and to take
advantage by copying other product in market. It is advantages for existing company and new
company to follow other company's product and services to make innovation in their product. It
helps to take advantage over competitors and to take stand with effective position in market. It is
beneficial to adopt because it increases profitability of company (Lukas and Welling, 2012). It is
advantage for Posh Nosh Limited to be second mover so that they can provide effective product
and services to their customers.
Being first mover in market is also advantage because it is attractive to entrepreneur and
investor. It helps to capture and sustain market share. But being first in market with innovative
idea is also risky task. There are many risk associated with first mover in market as:-
It may be possible that customer will view product as valuable or not.
It may be possible that customer will buy product or not (Zaghlawan and Ostrosky, 2016).
To acquire customer and their potential.

Every company try to secure better position in market and always try to provide better
product as comparison to their competitor. Organisation that new in market adopt this strategy. It
provides assistance to organisation to know about the existing product and services in market so
that they can consider it and provide better product and services as comparison to such things
that are available in market.
Following are the advantages of second mover as:-
Customer development: It is advantage for company to know about the actual needs and wants
of customer so that cited organisation can provide their product and services as per customers
need and wants. It is competitive advantage for company. It is helpful to recognize the problems
and issues that are faced by customer with product and services so that organisation can provide
better services as comparison to competitor (CAI, ZENG and XIA, 2010). When company adopt
this strategy then it helps the company to attract more and more customers which ultimately
resulted in growth in profitability. Customers are more attracted toward the organisation which
provides them more satisfaction at low cost so it is required to check the will power of customers
so that product and services according to their needs and demands can be provided.
Product management: It is helpful tool for Nosh Posh Limited to check the testing and
optimizing the product. It is important to analyse their product so that they can learn about the
factors that are required to initiate in their product. It helps to attract large number of customer
toward their product and to provide better product as comparison to their competitors. It is the
essential task to make the regular development in product so that effective experience can be
provided to customers (Tran, Sibley and Wilkie, 2012). Second mover strategy provides
advantage to company as company can identify the required development in the product and
make the production as per the standard criteria. It helps to provide more satisfaction at lower
price to customers. Product can be managed according to needs and wants of the customers so
that they can provide maximum assistance to the customers.
Customer acquisition: Being a second mover in market provides many advantages to business.
It helps to attract large number of customer toward the organisation. Customer is the god for the
business and it is duty of organisation to provide better services to them and fulfil their
satisfaction level. It is helpful to provide effective product and services to the customers so that
they can provide them luxury experience as well as attain customers satisfaction. It helps to
achieve large customers base toward the organisation. It is advantage for company to adopt

second-mover strategy because through this technique organisation is able to provide better
product and services to the customers, which help in to acquires more and more customer. It is
the growth opportunity for company and it provides competitive advantage to company in
market.
Procurement: The marketing and sales that competitor does in market helps to provide value of
product and services that are provided by organisation. It is beneficial in market where customer
buy more than one product (Cleff and Rennings, 2012). Where there is already existing product
in market and customers are warm to accept it then it is difficult to launch new product in
market. It creates burden on first mover to aware the people of society about the product and to
start thinking about the product (Santos, Dorogovtsev and Mendes, 2014). It is the biggest
challenge for first mover to influence other to buy such product. But the when second mover
comes with some addition in existing product and services then it provides advantage to second
mover as it is required to convince other to use such product because people are already aware of
use of product and services.
Example: There are many companies that follow the second mover strategy. It helps to attract
large number of customers because they provides more advantages as comparison to competitor.
Successful second movers are Amazon, Facebook and non market leaders that not have million
dollar IPOs. These are the effective example of second mover. They always try to provide better
services as comparison to their competitor (Xiang, Magnini and Fesenmaier, 2015).
Online shopping sites use this technique to take the advantage of it in their business. It is
clearly shown that the product that is available in one site that similar product is also available on
another sites. They follow this strategy to attract large number of customers towards them. They
establish more competition in market as to provide similar product with low price as comparison
to competitor. a
Imitation strategies
The concept of imitation is important to make new innovation their business so that they
can beat the competitor in market and achieve competitive advantages. Imitation means to take
the advantage by copying others (Ghaemi and Benyamin, 2011). It is contrasted as innovation.
Imitation is not complete passive behaviour because it includes who to imitate. It may be
complete or partial imitation.

Imitation strategy can be adopted by small firms to take the advantages. It is required for
company to check that what are the product and services are provided by competitor so that they
can implement their strategy in business and to provide more effective and advantageous product
to customers. There are some cases where the imitation is not possible because there are some
businesses that protect their innovation by patent to avoid imitation of their innovation by
competitor.
Imitation covers initial stage, process that is used in production and final output. It is
effective way of saving time and to take competitive advantages of market. It helps in decision
making so that they can make decision in effective manner and on time where it is needed. The
cited organisation must use imitation strategy in their business so that they can create brand
image in market (Kopel and Brand, 2012). This strategy covers piracy, cloning, mimics and
creative adoption strategies in this organisation.
There are many advantages of imitation as refining is easier, benchmarking the progress,
to spend money in effective way to take the largest advantage, learn from the mistakes
committed by competitor, remain active, research in better way, learn marketing tips, get funded
by the others etc.
It is required for company to secure many advantages and it is possible when it takes
advantages of imitation (Nikolaeva, 2014). It is required for cited organisation to check market
conditions before implementing new strategy so that they can secure competitive advantage in
market. Before innovation of new production or launching of new and innovative product for
customers in market, it is required for Posh Nosh Limited to check the existing product that is
provided by competitor in market so that they can secure more effective position as compare to
competitor.
Example: Facebook and Google are the example of late mover. They established their business
after checking the existing companies in market so that they can consider other business strategy
in their business to cover the market advantage (Stanca, 2010).
Second mover strategy and Imitation strategy are very useful strategy that can be adopted
by Posh Nosh Limited. It helps the company to take the competitive advantages in market. In
both the strategy, company follow the other person who has made new innovation in their
business so that they can get clear criteria that to produce new product or not.

Operating environment
Operating environment is required to be effective because it provides competitive
advantages to the operation of company. Operative environment is required because it provides
growth and development to operation of Posh Nosh limited. It is required to have healthy
environment so that they can run their business more efficiently. The cited organisation has
developed many techniques to make improvement in their product and services that are provided
to the customers. It can be possible if operating environment of company is effective and
healthy. The company has developed many plans and techniques to develop its environment so
that their operations can be developed in effective manner (Naranjo-Valencia, Jiménez-Jiménez
and Sanz-Valle, 2011).
Operating environment is effective tools that is required to consider in business because it
plays important role in the organisation. It is required so that organisation can make effective
production and provide maximum satisfaction to the customers so that they can attract large
number of customer toward their organisation.
Operating environment is required to be effective so that companies can run their
operation in effective way (Kormushev, Calinon and Caldwell, 2011). There are many measures
that can be used to make environment of company more effective so that they can operation their
operation in effective manner. The operating environment of Posh Nosh Limited is very effective
and there are few things that required to be adopted by company so that they can operate in more
economical way. It plays important role in the growth and development of company. It is
required to adopt effective measures that can help in operation of company so that they can attain
their goals and objectives.
CONCLUSION
As per above study it can be concluded that second mover strategy can be adopted by
Posh Nosh Limited. It provides competitive advantage to the company. It is required to adopt so
that they can provide better product and services to their customers. It is the strategy where small
firms follow big firms so that they can better run their business. In this, it can be identified that
customers will accept the product and services or not. It helps to increase the profitability of the
company and to take effective stand in market. There are many technique that can be adopted by
company to secure competitive advantage and to take stand in market. Imitation strategy can be

used by company to produce better product and services that can provide maximum satisfaction
to customers and it helps to attract large number of customers toward the organisation.

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