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HowtoBeDifferent
 ArticlefirstpublishedinRomanianatwww.FoodandBar.ro
 AndreiIordache
 
2HowtoBeDifferent
HowtoBeDifferent
"I'msellingthisschnitzellikemycompetitorsdo."Weretheyhumanbeings,thisisexactlyhowmostofourrestaurantswouldsoundlike.IhaveusedtheexamplewiththeschnitzelinordertodemonstrateoneofMichaelPorter'smodelsusedinmarketingandstrategy.BusinesspeopleknowMichaelPorterastheguywiththefiveforces.MichaelPorterassumesonehasbusinessthatmakesmoneybysellingschnitzelsandconcludesthatthereareonlythreewaysinwhichonecanowna viableschnitzelbusiness:1.Noothercompetitorisabletomaketheexactschnitzelweareabletomake.Henceweareprofitable;2.Wehavethelowestcostperschnitzel.Henceweareprofitable;3.Weonlyserveschnitzelsthatareprofitable.
TheUnequaledSchnitzel
Thefirstapproachreckonsthatacompanyconsequentlysucceedstogetcloserandclosertotheperfectproduct-oratleasttheperfectionsoughtbythemajorityofconsumers.Buttruecraftsmanshipcomeswhennoothercompetingcompanycangetclosertothisachievement.Everyoneevolvesatthesamepace,constantlysellingabetterandbetterschnitzel.Thisis,Iguess,theoriginformanyoftheproblemsfacedbyRomanianfoodservicecompanies.Inotherwords,theRomanianfoodservicesceneisfullofdecent,easytocopyproducts. YoumightsaythatonlyyourrestaurantsellsschnitzelswithsesameintheircrustbutMr.Porterwilltellyouthatanycompetitorisabletoservesesameschnitzelasoftomorrow. Worthemphasizinghere,istheideaofsustainablecompetitiveadvantage.Noteverydifferencecomparedtotherestofthemarketcanbringyouprofit.Herearesomeideascapableofreallydifferentiatingyourproduct:asecretingredient-uniquetoyourrecipe,aspecialwayofproducingtheschnitzel-ensuringuniquetasteorformand-whynot-alittlebitofboth.Theimportantthinghereisthatourschnitzeldoesnotresembletheoneacrosstheroad. And,sincewespeakofschnitzels,thebestexampleherewouldbethestakeservedonhotstonesatthe"LittleSwitzerland"foryearsnow.Firstly,itisauniqueandfunwayofproducingthefood-otherstakesarenotthatplayful.Secondly,itcomeswithasetofsaucesandsidedishesthatgogreattogether

How to Be Different

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