Professional Documents
Culture Documents
Asia-Pacific Marketing
Federation
Certified Professional Marketer
Copyright
Marketing Institute of Singapore
Outline
Introduction
Sustainable competitive advantage
(SCA)
Sources of SCA
Strategies for
Market Leaders
Challengers
Followers, and
Nichers
Introduction
Having a competitive advantage is necessary for a
firm to compete in the market
But what is more important is whether the competitive
advantage is sustainable
A firm must identify its position relative to the
competition in the market
By knowing if it is a leader, challenger, follower or
nicher, it can adopt appropriate strategies to compete
Sustainable Competitive
Advantage
A good strategist seeks not only to “win the hill,
but hold on to it.” Subash Jain
Sustaining competitive advantage requires
erecting barriers against the competition
Aakers suggested looking at the following:
How you compete
Basis of competition
Where you compete
Whom you are competing against
Examples of SCA
For many years, Singapore Airlines were riding
on its SCA of having the best in-flight service
As more airlines improved their service and
narrowed the gap, SIA sought other competitive
advantages among which are
The most modern fleet
Outstanding Service on the Ground
A super entertainment system in its cabins
Comfort in its First Class cabins at an unparallel level
Discuss whether the later initiatives had been
sustainable
Sun Tze’s defensive strategy