Product Differentiation

Assignment

Making strategic decisions are part of the territory when it comes to the job of an analyst. You’ll need to decide what to do in a given circumstance and then answer questions to explain your decisions. Let’s say you are a Strategic Analyst for a Fortune 500 Company, and your CEO has asked you how to position a specific business and product line to gain a competitive advantage in a single market. This scenario is the foundation of lessons 5, 6, 7, 8, covered in the textbook.

Part A: Product Differentiation

Part A refers to the material discussed in Lesson 5 of this course. Using logical, clear writing, do the following:

  1. Define product differentiation and discuss the role that customer perceptions play in product differentiation.
  2. Identify the three broad categories of product differentiation and two bases of differentiation under each category.
  3. Explain the relationship between product differentiation and managerial creativity.

Part B: Flexibility and Real Options

Part B refers to the material discussed in Lesson 6 of this course. Using logical, clear writing, answer the following:

  1. What is strategic flexibility? Why is it thought of as a third generic business-level strategy?
  2. What are strategic options?
  3. What are real options?

Part C: Collusion

Part C refers to the material discussed in Lesson 7 of this course. Using logical, clear writing, answer the following:

  1. What is collusion?
  2. What are the two types of collusion and how are they different?
  3. How does signaling relate to collusion?

Part D: Vertical Integration

Part D refers to the material discussed in Lesson 8 of this course. Using logical, clear writing, do the following:

  1. Define vertical integration and differentiate between forward vertical integration and backward vertical integration.
  2. Identify the three fundamental explanations of how vertical integration can create value and discuss how value is created under each.
  3. Identify three reasons a firm may be able to create value through vertical integration when most of its competitors are not able to create value through vertical integration.

Answer

Introduction

For a business to become a market leader, it must implement strategies that will propel it to achieve that vision. Strategies are the decisions and actions taken to improve the competitive advantage of the firm in the market. Product differentiation is one of the strategies that a firm can use, in which the firm uniquely distinguishes its products or services from those of their competitors by identifying and communicating the unique qualities of their products to make them more attractive to their target market. A business also needs to respond timely to changes in the external environment brought about by the competitive forces. This type of flexibility helps the business adapt to changes and remain competitive. Firms also need to understand how vertical integration can create value and whether less or more vertical integration will be valuable under certain circumstances.

Product Differentiation

            Product differentiation is a business strategy in which firms increase the supposed value of their products or services relative to those of their competitors in order to gain competitive advantage (Pride & Ferrell, 2021). In this case, product differentiation creates brand loyalty and enables a firm to generate more revenue by selling its products at relatively higher prices. Customer perception is the ultimate defining factor in product differentiation. For product differentiation to be successful, customers must perceive the different characteristics of a product from another in order to determine the fundamental superior value a specific product can offer over another substitute. Products with extra features such as high quality or performance are given more preference, and customers may pay more for these extra features. There are other benefits that have a big influence on customer perception such as maintenance, customer assistance, appealing payment options, and training. Consumers value these additional benefits while purchasing the products. It is important for a firm to monitor consumer references and perceptions in order to develop strategies that address these issues to effectively meet their needs.

Product differentiation can be achieved based on three broad categories (Barney & Hesterly, 2022). The first category is based on the attributes of a firm’s products or services. In this category, a product can be differentiated on the basis of its generic features by constantly trying to modify them to differentiate them with their competitors’ products. This may be in terms of unique design or high performance. Another basis of product differentiation in this category is based on product complexity in which a product is enhanced with extra features that improve its performance relative to that of competitors. The second broad category is based on the relationship between the firm and its customers. One type of differentiation in this category is product customization in which products are tailor-made for particular customer applications (Barney & Hesterly, 2022). Another type of differentiation is consumer marketing in which the firms attempt to alter the perception of consumers on particular products through advertising and other means of consumer marketing. The third broad category is based on focusing on the links within and between firms. One way of differentiating a product in this category is linking different functions within a firm by coordinating these functions to produce a product that integrates different specialties. Another way involves linkages with other firms in which one firm’s products are linked with the products and services of another firm.

Product differentiation and managerial creativity go hand in hand as differentiation is the expressed creativity of the personnel within a firm. Product differentiation is a continuous process and limitless in perspectives. It can only be limited by the opportunities that exist or those that can be created and is dependent on the ability and willingness of the personnel within a firm to explore new opportunities.

Flexibility and Real Options

Strategic flexibility is the capacity of a business to adjust to changes in its internal and external environment by dedicating the necessary resources to respond to those changes (Hitt etal., 2019). It is regarded as a third generic business level strategy as it is focused on how an individual firm can compete in the market, for instance, by improving innovation to develop competitive advantage. Strategic options are creative plans or corporate strategies that a firm uses to achieve long-term goals (Hitt etal., 2019). Some of these options include product and market development, innovation, integration, joint ventures, concentric and conglomerate diversification, turnaround, divestiture, and liquidation. Real options are economically valuable rights of management to make or abandon some choices concerning projects or investment opportunities which include decisions to expand, defer, wait, or abandon a project. They typically reference projects that involve tangible assets such as land, buildings, and machinery.

Collusion

Collusion is a non-competitive mutual agreement between rival firms to disrupt market equilibrium by conspiring to work together to gain an unfair advantage (Peng, 2022). For instance, competing firms may conspire to reduce the quantity of products they produce in order to create a shortage that drives prices up. The two types of collusion are tacit collusion and explicit collusion. Tacit collusion arises when firms coordinate their decisions on production and pricing by exchanging signals with other firms, other than through direct communication (Peng, 2022). Explicit collusion, on the other hand, occurs when firms directly communicate with each other to harmonize their production and price levels.

Signaling is a method of indirect communication where participants in a market send information based on the actions they take or the announcements they make (Peng, 2022). Signaling propagates tacit collusion as firms can exchange signals with the intent to cooperate in collusion.

Vertical Integration

Vertical integration is a strategy in which a firm tries to extend its operations by taking direct control of its value chain (Henry, 2021). Vertical integration can either be forward vertical integration or backward vertical integration. Forward vertical integration occurs when a firm takes control of more stages in the supply chain that bring it closer to the end of the supply chain. On the other hand, backward vertical integration occurs when a firm assimilates more stages of the supply chain that bring it closer to accessing raw materials.

There are several fundamental ways in which vertical integration can generate value for a firm. First, vertical integration can minimize the occurrence of opportunism, where a firm is capitalized on in an exchange, reducing its economic value (Barney & Hesterly, 2022). A firm can eliminate opportunism by vertically integrating into such an exchange, enabling the management to keep tabs on the exchange, rather than relying on external forces to control it. Second, vertical integration can enable a firm to generate competitive advantage based on its capabilities. Firms can gain competitive advantage by vertically integrating into business ventures where they have resources that are rare, valuable, and costly to imitate (Barney & Hesterly, 2022). This makes it possible for such firms to make profits by using their capabilities to exploit environmental opportunities available to them. Third, vertical integration allows for less flexibility. Less flexibility is valuable in situations where the decision making is certain and where the firm has committed its resources to a particular way of doing business because it prevents the firm from vertically integrating into exchanges that may not turn out to be valuable.

A firm may be able to create value through vertical integration when most of its competitors are unable to. First, a company can achieve this by engaging in transaction specific investments such as the development of a new technology or a new way of doing business. A firm that engages in such transaction-specific investments may create value and develop competitive advantage through vertical integration compared to firms that do not take such measures (Barney & Hesterly, 2022). Secondly, firms that have rare and valuable capabilities can have competitive advantage over rival firms that do not. Vertically integrating into businesses that exploit these rare capabilities can enable a firm create value compared to a firm that does not possess such capabilities. Lastly, a firm may be able to create value by integrating vertically if it is able to resolve some rare uncertainties sooner than its competitors.

Conclusion

A firm’s ability to thrive and prosper in a competitive market depends on its ability to select and implement effective strategies. Implementing good strategies enables a firm to gain competitive advantage and become a leader in the market. Firms should, therefore, choose their strategies carefully and systematically before implementing them to reduce the likelihood of making mistakes. Firms should also carefully consider the strategic choices available to them which fall within business-level strategies such as product differentiation, and corporate-level strategies such as vertical integration. Such strategies should align with the firm’s mission, vision, and objectives.

References        

Barney, J. B. and Hesterly, W. S. (2022). Strategic management and competitive advantage: concepts and cases. Pearson.

Henry, A. (2021). Understanding strategic management. Oxford University Press.

Hitt, M. A., Ireland, R. D., and Hoskisson, R. E. (2019). Strategic management: competitiveness & globalization concepts. Cengage Learning.

Peng, M. W. (2022). Global business. Cengage Learning.

Pride, W. M., and Ferrell, O. C. (2021). Foundations of marketing. Cengage.

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