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Page 1: Source of sustainable competitive advantage. ◦ Intellectual Property ( Patents, brands). No competitors can access the same intellectual property
Page 2: Source of sustainable competitive advantage. ◦ Intellectual Property ( Patents, brands). No competitors can access the same intellectual property

Source of sustainable competitive advantage.◦ Intellectual Property ( Patents, brands).

No competitors can access the same intellectual property

◦ Superior business processes. Profit margins good from low costs / superior quality /

customer relations leading to loyalty / etc

◦ Blue ocean strategy. Breaking out from competitors into ‘new’ markets.

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Page 3: Source of sustainable competitive advantage. ◦ Intellectual Property ( Patents, brands). No competitors can access the same intellectual property

Micro-market analysis focuses on customer needs.

Favourable when there is;◦ Identifiable and unmet need/want.

( = opportunity)◦ No other product to meet that need.

(= no competition)◦ Likely growth of that segment and/or other opportunities.

(= strong future / return on investment)

(Porters generic strategies – focus within segment)

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