ทุนทางปัญญา Intellectual Capital KM743 Session 3.1 ผศ. ดร. ปิติพงษ์ ยอดมงคล Asst.Prof. Dr.PitipongYodmongkol วิทยาลัยศิลปะ สื่อ และเทคโนโลยี มหาวิทยาลัยเชียงใหม่ College of Arts Media and Technology, Chiang Mai University

3 general types of strategies that are commonly used by businesses to achieve and maintain competitive advantage

3 General Strategies กลยุทธ์ระดับธุรกิจ 3 แบบ 1.Differentiation strategy 2.Cost leadership strategy 3.Focus strategy

Differentiation Strategy ราดหน้าจานละ 2,000 บาท Radna noodle 2,000 Bath ราดหน้าจานละ 2,000 บาท Radna noodle 2,000 Bath

Differentiation strategy Characters Uniqueness Customer oriented Difficult to imitate Expensive How to become Focus on R&D Requires high Skill & Technology Using high quality resources The first in the market Enough emotional connections

Differentiation strategy Product features- a product that solves problems faster, or solves the same problem cheaper is worth paying more for Manufacturing process- how the product is made can be a great way to set your brand apart from competition. Performance- is another great product attribute that can be used to separate your brand from competition Design- Attractive, unique product design is a very effective way to differentiate

Cost leadership strategy

Characters Low price guarantee Mass production Anything under one roof Low service How to Cost of input factors Economies of scale Learning-curve effects Experience-curve effects

Cost leadership (Cost control)

Focus Strategy

Characters Focus on segmentation Very customer oriented Direct marketing to customers No/Less substitute products Small volume of sale How to R & D Concentrate to its resources On location Customer oriented

Focus Strategy

Competitive Advantage Strategy

What are their strategy?

Five Forces: Outside-IN

Five forces : ข้อจำกัด : limitations Cost leadership& differentiation provide an adequate approach for businesses ? Underestimate of the Strange of the Org. –From our strange, What we can do?

Question Is it sufficient to solely focus on the external environment of a company?