Breadth of Competitive Scope Source of Competitive Advantage BroadTargetMarket NarrowTargetMarket Cost CostLeadershipCostLeadership Different.Different. Focused Different. Focused Low Cost Uniqueness
Breadth of Competitive Scope Source of Competitive Advantage BroadTargetMarket NarrowTargetMarket Cost CostLeadershipCostLeadership Different. Focused Different. Focused Low Cost Uniqueness
Strategic Group Map Dimension X Dimension Z Dimension Y Ryka Nike Reebok
Threat of Substitute Products Threat of New Entrants Analysis of the Competitive Environment Rivalry Among Competing Firms in Industry Bargaining Power of Buyers Bargaining Power of Suppliers
Ryka …Key Issues n Definition of industry? n Favorable environmental trends? n Has Ryka developed intangible resources? n How important is marketing? n Is Ryka successful? n What should Ryka do?
Ryka Recently... n Intros new cushioning technology in running shoes -- Consumer Reports Best rating n Award employees one share stock per pair shoes sold @ $0.92/share (Feb. 96) n Alliance with Lady Footlocker (mid-96) n Karl Malone gets seat on Rykas board (Jan. 97) n Ryka and KPR Sports reorganized into Global Sports, Inc. (GSPT) (Dec. 97); new CEO & TMT n Sole worldwide sponsor, Jazzercise n Ryka posted 2.7% loss for 1997