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  • Bradford Business School: Marketing Management 2 Creating Sustainable Competitive Advantage Wk1 Lecturer Zom Musiyiwa

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    This document appears to be a series of slides from a marketing management lecture covering competitive advantage and positioning strategies. It includes figures illustrating different types of advantage-creating resources, routes to competitive advantage creation, product differentiation strategies, market challenger strategies like frontal attack and flanking attack, and defensive strategies like position defence and contraction defence. The slides are attributed to material from the textbook "Marketing Strategy and Competitive Positioning" by Hooley, Piercy and Nicoulaud.

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    This document appears to be a series of slides from a marketing management lecture covering competitive advantage and positioning strategies. It includes figures illustrating different types of advantage-creating resources, routes to competitive advantage creation, product differentiation strategies, market challenger strategies like frontal attack and flanking attack, and defensive strategies like position defence and contraction defence. The slides are attributed to material from the textbook "Marketing Strategy and Competitive Positioning" by Hooley, Piercy and Nicoulaud.

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    314 views24 pages

    Bradford Business School: Marketing Management 2 Creating Sustainable Competitive Advantage Wk1 Lecturer Zom Musiyiwa

    Uploaded by

    farooq437
    This document appears to be a series of slides from a marketing management lecture covering competitive advantage and positioning strategies. It includes figures illustrating different types of advantage-creating resources, routes to competitive advantage creation, product differentiation strategies, market challenger strategies like frontal attack and flanking attack, and defensive strategies like position defence and contraction defence. The slides are attributed to material from the textbook "Marketing Strategy and Competitive Positioning" by Hooley, Piercy and Nicoulaud.

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    of 24

    Slide 11.

    Bradford Business School

    Marketing Management 2
    Creating sustainable competitive advantage
    Wk1

    Lecturer Zom Musiyiwa

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.2

    Direct Value Creation e.g. Indirect Value Creation e.g.


    superior technology, better effective cost control systems
    service, brand differentiation,
    ready availability

    Figure 11.1 Advantage-creating resources

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.3

    Figure 11.2 Resource imitability ladder


    Source: Adapted from Collis and Montgomery (1997)

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.4

    Figure 11.3 Generic routes to competitive advantage creation

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.5

    Figure 11.5 Uniqueness drivers

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.6

    Figure 11.6 Levels of product/service offering

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.7

    Figure 11.7 Product/service differentiation

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.8

    Figure 11.8 Alternative emphases for differentiation

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.9

    Figure 11.9 Market challenger strategies

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.10

    Figure 11.10 Frontal attack

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.11

    Figure 11.11 Flanking attack

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.12

    Figure 11.12 Encirclement attack

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.13

    Figure 11.13 Bypass strategy

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.14

    Figure 11.14 Guerrilla tactics

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.15

    Figure 11.15 Defensive strategies

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.16

    Figure 11.16 Position defence

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.17

    Figure 11.17 Flanking defence

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.18

    Figure 11.18 Pre-emptive strike

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.19

    Figure 11.19 Mobile defence

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.20

    Figure 11.20 Contraction (focus) defence

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.21

    Figure 11.21 Niche strategies

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.22

    Figure 11.22 Harvesting strategies

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.23

    Figure 11.23 Divestment strategies

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008
    Slide 11.24

    Bibliography
    • Hooley,G., Piercy N.F. & Nicoulaud,B (2008) Marketing
    Strategy and Competitive Positioning 4th Ed, Prentice
    Hall
    • Johnson, Scholes & Whittington (2008) Exploring
    Corporate Startegy, 8th Ed, Prentice Hall
    • Wilson,R.M.S & Gilligan. C (2008), Strategic Marketing
    Management Planningg, Implementation &Control, 3rd
    Ed, Elsevier

    Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008

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