Post on 22-Oct-2014
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យុ�ទី�សាស្�តម៉ា� ឃី�តធី�ង
By: Eng Leaphea, MBA
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សេ�ចក្តី��ណែ�នាំ Generic strategies ប្�ជាប្ឋ�ក្នុ��ងឆ្នាំ� �
១៩៨០ មេ �យុមេ!ន"យុ�ប្��ក្នុដល់%ប្ច្ចុ'�ប្(ន�។
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competitive advantage ។
By: Eng Leaphea, MBA
2
សេ�ចក្តី��ណែ�នាំ
ប្�ភពនៃ�competitive advantage -
are :
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ផល់"តក្នុ��ងត��មេដ��ទាប្ប្�ផ�ត។
ទំហ៊ំ� ទំ�ផ្សា�រប្�គួ�តប្�ណែ�ង៖មេត�ក្នុ�� 8�នមេ9: តមេល់�ទី�ផ;� ធី�ទី<លាយុ ឬ ចណែ�ក្តីទំ�ផ្សា�រណាមួ�យ ?
By: Eng Leaphea, MBA
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The generic strategies រ �មួមា�៖
1.Cost leadership,
2.Differentiation, and
3.Focus.By: Eng Leaphea, MBA
4
By: Eng Leaphea, MBA
5
1.Cost leadership, • The low cost leader in any market
gains competitive advantage from being able to many to produce at the lowest cost.
• Factories are built and maintained, labor is recruited and trained to deliver the lowest possible costs of production.
• 'cost advantage' is the focus. Costs are shaved off every element of the value chain.
By: Eng Leaphea, MBA
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2. Differentiation
• Differentiated goods and services satisfy the needs of customers through a sustainable competitive advantage.
• This allows companies to desensitize prices and focus on value that generates a comparatively higher price and a better margin.
• The benefits of differentiation require producers to segment markets in order to target goods and services at specific segments, generating a higher than average price. For example, British Airways differentiates its service.
By: Eng Leaphea, MBA
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3. Focus or Niche strategy.• The focus strategy is also known as a 'niche' strategy.
• Where an organization can afford neither a wide scope cost leadership nor a wide scope differentiation strategy, a niche strategy could be more suitable.
• Here an organization focuses effort and resources on a narrow, defined segment of a market. Competitive advantage is generated specifically for the niche.
• A niche strategy is often used by smaller firms. A company could use either a cost focus or a differentiation focus.
By: Eng Leaphea, MBA
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Example: Generic Strategies - Michael Porter (1980)• McDonalds (Global Brand).
• Chick King (lesser known chicken restaurant).
• KFC (global brand).
• Burger King (global brand).
• Woodies Restaurant Chichester, UK (small but popular restaurant).
• Denny's or Little Chef (national chain of identicle restaurants.
• MGM Hotel Restaurant, Las Vegas (huge brand, single mega hotel).
• Subway (growing 'sub' sandwich brand).
• A deli in New York (small but popular deli).
• A hot dog stand in a New York street (cheap but low quality).
By: Eng Leaphea, MBA
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By: Eng Leaphea, MBA
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Ansoff's Matrix - Planning for Growth
By: Eng Leaphea, MBA
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Ansoff's Matrix - Planning for Growth
• Market Penetration: – Here we market our existing products
to our existing customers. – This means increasing our revenue by,
for example, promoting the product, repositioning the brand, and so on.
– However, the product is not altered and we do not seek any new customers.
By: Eng Leaphea, MBA
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Ansoff's Matrix - Planning for Growth
• Market Development:– Here we market our existing product
range in a new market. – This means that the product remains the
same, but it is marketed to a new audience.
– Exporting the product, or marketing it in a new region, are examples of market development.
By: Eng Leaphea, MBA
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• Product Development:– This is a new product to be marketed to our
existing customers. – Here we develop and innovate new product
offerings to replace existing ones. – Such products are then marketed to our
existing customers. – This often happens with the auto markets
where existing models are updated or replaced and then marketed to existing customers.
Ansoff's Matrix - Planning for Growth
By: Eng Leaphea, MBA
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Ansoff's Matrix - Planning for Growth
• Diversification– This is where we market completely new products to
new customers. – There are two types of diversification, namely related
and unrelated diversification. – Related diversification means that we remain in a
market or industry with which we are familiar. – For example, a soup manufacturer diversifies into cake
manufacture (i.e. the food industry). – Unrelated diversification is where we have no previous
industry nor market experience. For example a soup manufacturer invests in the rail business.
By: Eng Leaphea, MBA
15
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By: Eng Leaphea, MBA
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9យុ។
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from it?• Is the segment
accessible? How easy is it for us to get into the segment?
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By: Eng Leaphea, MBA
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By: Eng Leaphea, MBA
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• British Airway's Concorde is a high value
product aimed specifically at business people
and tourists willing to pay more for speed.
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By: Eng Leaphea, MBA
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By: Eng Leaphea, MBA
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By: Eng Leaphea, MBA
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By: Eng Leaphea, MBA
26
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g-Force T/A Drag Radialจ้�าว่แห�งสนืาม
Drag
g-Force T/A KDWด้�ด้�นื...พร�อมล์�ยทุ�ก
สภาพถนืนื ทุ��งแห�งแล์ะเป,ยก
g-Force Profilerค้ว่ามโฉบเฉ��ยว่ทุ��ต�ค้��มาก�บ
สมรรถนืะ
g-Force Sportกระชั้ากได้�สะใจ้ เหม�อนื
ขั�บในืสนืามแขั�ง 37
ขนาดใหญ่� (สมิรรถนะส�ง)
ขนาดเลิ�ก (สมิรรถนะทั่��วไป)
ข�บข��แบบทั่��วไป , น �มิเง�ยบ
Sport T/A
สน กสนานเร'าใจในการข�บข�� พร'อมิด'วยความิค 'มิค�าส�งส ด
38
SUV Range
39
Com
pact
Pre
stig
e/L
uxury
40
Off-road On-road41
Compact
Prestige/LuxuryO
ff-r
oad
On-r
oad
Latitude Cross
Latitude Sport
Latitude Tour HPLatitude Tour
42
Michelin SUV Range
Latitude Sportปลิดปลิ�อยข�ดส ดแห�งความิเป3น SUV สปอร#ต์ ในแบบของค ณ
Latitude Tour HPยาง SUV มิ�ระด�บ น �มิเง�ยบ ด จยางเก4ง
Latitude Crossยาง SUV เอนกประสงค# ให'ส ดยอดสมิรรถนะออฟโรด แต์�ข�บสบายแบบยางไฮเวย# พร'อมิอาย การใช'งานทั่��ยาวนาน
43
Compact
Prestige/LuxuryO
ff-r
oad
On-r
oad
All Terrain T/A KOMud Terrain KM Long Trail T/A Tour
44
BFGoodrich SUV Range
Mud-Terrain T/A KMไมิ�มิ�หนทั่างใดจะหย ดย�,งจ'าวแห�งความิทั่รหด ทั่��ทั่� �วโลิกยกน�,วให'!
All-Terrain T/A KOต์(านานทั่��ถ�กจาร/กไว' ส ดยอดยาง All Terrain ต์�วจร�ง
Long Trail T/A Tourความิสน ก จะไมิ�หย ดอย��แค� บนทั่างหลิวง
45
Compact
Prestige/LuxuryO
ff-r
oad
On-r
oad
Mud Terrain KMAll Terrain T/A KO
Long Trail T/A Tour
Latitude Sport
Latitude Cross
Latitude Tour HPLatitude Tour
46
LT Range
47
Sm
all
Big
48
UtilityHeavy Load
AgilisXCD
Small 49
Michelin LT Range
Agilisย5ดระยะทั่างแลิะความิค 'มิค�า ... พร'อมิความิน �มิสบายแบบมิ�ชลิ�น
XCDทั่นหน�ก ทั่นนาน
50
End
51
មេ�មេ��នទី�០៧
យុ�ទី�សាស្�តផល់"តផល់
By: Eng Leaphea, MBA
Aecm
ark
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blo
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com
52
កា��mល់Eក្នុន<វម៉ា� ឃី�តធី�ង
1. ��ងរក្តីតមួ�វការមេ �យុប្សេពញតមួ�វការ ទា�ងមេg3
2. តមួ�វការ= កា� កាត#ចណែ�ក្តី ន"ងទំ�ផ្សា�រសេ$លសេ&
3. ការកាត#ចណែ�ក្តី ន"ងទំ�ផ្សា�រសេ$លសេ& =
ប្�ជាសា��ត, ��វភាពរ�#សេ2
4. យ'ទំVសា��តទំ�ផ្សា�រ !J៖ មេ9: តមេល់�ទី�ផ;�មេគ្នាល់មេV
By: Eng Leaphea, MBA
53
ឧទារហ៊ំ�7
• �ន�ស្Fមេត្រូប្�ត្រូបាស្%ឡា� ដ<មេច្ចុ�3 តត្រូ�Cកា� �ប្ស្%មេ!!Jក្នុង%ឡានណែដល់ណែតងណែតស្Eក្នុក្នុ��ង�យុ3មេពួល់២៤ណែខ្លួ�:ង។
• ដ<មេច្ចុ�3 ត្រូតCវg�ច្ចុ<ល់ក្នុង%ឡាន�ក្នុប្�មេពួញ តត្រូ�Cវកា��ប្ស្%អត"ថ"ជន។
អត"ថ"ជនមេគ្នាល់មេV ន"ង�មេធី\បាយុផFពួ[ផ;យុប្នSប្%ដាក្នុ%តាំ�ងផល់"តផល់
9S �ងបា� ណ< ផFពួ[ផ;យុ
អ�ក្នុល់ក្នុ%9S ល់%
ស្"កា2 សាលាអ�ក្នុណែច្ចុក្នុចាំយុ
ស្rត%តាំ�ទី<�ទីស្Fនs
• ឃ្លាំU �ងស្:�ក្នុទី�ន"ញ ន"ងកា�ដEក្នុជញ្ជូv<នទី�ន"ញជ<ន អត"ថ"ជន
ប្�មេពួញតត្រូ�C វកា�អត"ថ"ជន �@យុច្ចុ�ណែណក្នុ
តថ្លៃ�U ១ $២៥០
ន"ងផ:ល់%មេស្វាណែថទា�
អ[�ណែដល់មេxថា ផល់"តផល់?
!Jជាអ[�ណែដល់អាច្ចុផ:ល់%ឲមេDក្នុ��ងទី�ផ;�មេដ��(�មេធី[�ឲម៉ានចណាប្#អារមួX�T , �មួ�ងការទំ,ញ, និនិនិប្�ប្��#�,ងប្សេពញច�ង#ច,ត� ឬមេស្ច្ចុក្នុ:�ត�វកា��ប្ស្%អត"ថ"ជន។ផ្សាល,តផ្សាល អាច្ចុ៖ � <ប្� ន"ងអ� <ប្��@យុច្ចុ�ណែណក្នុ។
By: Eng Leaphea, MBA
57
អ[�ណែដល់មេxថា មេស្វាក្នុ�e?
By: Eng Leaphea, MBA
58
គួYជាទំមួ�ងនៃ�ផ្សាល,តផ្សាលណែដូលមា��ក្តីមួXភាព, ប្�សេZ��T,
ឬការប្សេពញច,ត�ណែដូលផ្សា�ល#�មួ�ប្#ការលក្តី#ណែដូលជាទំ/សេ[វា
មា�លក្តីN�.ជាអរ /ប្� សេហ៊ំ�យព'អាចទំទំ�លបា�ក្តីមួX�,ទំV,ភាព
សេ �̂យ។
The Product – Service Continuum
59
PurePureServiceService
TangibleGood/
Services
MajorService
w/GoodsHybrid
PurePureTangibleTangible
GoodGood
e.g. Autow/repair svcs
e.g. Airlineflight w/snacks
e.g. Restaurant
e.g. Doctor’sExam
60
ភាពអរ /ប្� ភាពអរ /ប្�
ភាពមួ,�អាដាច#ព�$: បា�ភាពមួ,�អាដាច#ព�$: បា�
ប្មួ�ប្មួ�លជាប្#ជា�,ច) ប្មួ�ប្មួ�លជាប្#ជា�,ច)
ភាពមួ,�អាច�� 'ក្តីទំ'ក្តីបា�ភាពមួ,�អាច�� 'ក្តីទំ'ក្តីបា�
Can’t be seen, tasted, felt, heard, or smelled before purchase.
Can’t be separated from service providers
Quality depends on who provides them and when, where and how.
Can’t be stored for later sale or use.
ល់ក្នុ2ណ3ថ្លៃនមេស្វាក្នុ�e
ឧទា �ណ/ ៖ កា�ជ@ស្ជ�ល់ឡាន
By: Eng Leaphea, MBA
61
Can’t be seen, tasted, felt, heard, or smelled before purchase.
Can’t be separated from service providers
Quality depends on who provides them and when, where and how.
Can’t be stored for later sale or use.
យ'ទំVសា��តម̀ាI�តធ�ង�មួ�ប្#ក្តី�មួហ៊ំ�'�សេ�វា
• ចាត#ណែចងភាពខិ'�ប្�ក្តី$: នៃ�សេ�វាក្តីមួX៖– ប្មេង{�តកា�ផ:ល់%ឲណែដល់ម៉ានល់ក្នុ2ណ3ខ្លួ�ស្ប្�ក្នុពួ�មេ!៖
• កា�ដEក្នុជញ្ជូv<ន ន"ងយុ�មេហាណែដល់ក្នុ�� 8�នមេយុ�ងម៉ាន។
• ការគួ�ប្#គួ�ងគួ'�ភាពសេ�វាក្តីមួX៖– ពួង�ងប្�!Wល់"ក្នុមេ|ជ@���ខ្លួ។– ត�វខ្លួ[ល់%ខ្លាំ[ យុពួ�អត"ថ"ជនជាប្%ជាន"ច្ចុ'។– អភ"វឌ្ឍ~!�ណភាពួមេស្វាក្នុ�eឲម៉ាន!�ណភាពួខ្លួrស្%ប្�ផ�ត។– ត�វពួ"ន"ត�មេ��ល់កា�ប្�មេពួញមេស្វក្នុ�eមេដាយុយុក្នុច្ចុ"ត:ទី�ក្នុដាក្នុ%ប្�ផ�ត។
• ការគួ�ប្#គួ�ងសេល�ផ្សាល,តភាពសេ�វាក្តីមួX៖– [Eក្នុហាត%ប្�!Wល់"ក្នុចាំស្% ន"ងថe�ឲប្�មេស្��ជាង��ន។– កា�ង្ហា�មេ9: តមេល់�!�ណភាពួន"ងប្� Pម៉ាញ។– ត�វប្�ប្�ស្%ប្ច្ចុ�ក្នុវ Pទី\ជ�ន@យុ។
62
By: Eng Leaphea, MBA
63
มิ�ชลิ�น
ขนาดใหญ่� (สมิรรถนะส�ง)
ขนาดเลิ�ก (สมิรรถนะทั่��วไป)
ข�บข��แบบสมิรรถนะส�ง
PrimacyPilot
Energy
ข�บข��แบบทั่��วไป , น �มิเง�ยบ
អ�ពួ�ផល់"តផល់?
BrandName
QualityLevel
Packaging Design
Features
ការដូBក្តី�ញ្ច+ /�
& ការផ្សា�ល#ឲសេ�3
ការតសេមួP �ង
ការធានាំ
សេ�វាក្តីមួXក្តី�យការលក្តី#CoreBenefitCore
Benefit
ActualProductActual
Product CoreProductCore
Product
AugmentedProduct
AugmentedProduct
ក្តីមួ�តនៃ�ផ្សាល,តផ្សាល
អ[�ណែដល់មេxថា ផល់"តផល់ក្នុង%ឡាន?
By: Eng Leaphea, MBA
65
Assembly of parts, which combine to hold compressed air, to allow the vehicle to have contact with the ground
Assembly of parts, which combine to hold compressed air, to allow the vehicle to have contact with the ground
Wheel/DiscWheel/Disc
Air Pressure
TyrTyree
ValveValve
Supporting the load(LOAD)
Supporting the load(LOAD)
Tyre FunctionTyre FunctionOn a moving vehicle, the weight borne by the tyre varies when accelerating, braking, and cornering.
Tyres also generate considerable lateral forces to guide the car round bends
Providing directional control (HANDLING, CORNERING)
Providing directional control (HANDLING, CORNERING)
Tyre structure must be able to transfer the power from the wheel (engine torque) efficiently down to the contact area (ground).
Provide mobility (ADHERENCE)
Provide mobility (ADHERENCE)
It is largely self dampening and can deflect under load.
Absorbing the shocks (COMFORT, NOISE)
Absorbing the shocks (COMFORT, NOISE)
Tyre FunctionTyre Function
Tyres must have the ability to withstand heat generated by internal friction without causing the bonding agents and compounds to break down.
Tyre FunctionTyre Function
Last with time (WEAR, DURABILITY)
Last with time (WEAR, DURABILITY)
The functions of a tyre ( New )
- To roll
- To carry a load
- To steer the vehicle
- To transmit braking force and power output
- To absorb (noise and mechanical vibration)
- To last
TCA2 Dossier Marketing
Feb 25th, 2011
Contact: Sirinute C, Pierre A. & Vinate O.
TCA2/MS – Confidentiality D2
Talking point ច�' ច�ខា�#
Feature (Technology)
លក្តីN�.ព,សេ��
Advantage គួ'�ប្�សេZ��7
Benefit ផ្សាលប្�សេZ��T
ការសេប្�ក្តីប្របា�ឆ្ងាd យជាង១៥%
Alternating Bridging More rigidity in tread rib = minimize longitudinal & lateral sliding action
Wear resistance from frequent acceleration, braking & corneringEvenly wear
ការ��=�នៃចប្�ងកា�# ច��ណែថិមួសេទំ?ត
Full Silica tread compound
Lower rolling resistance, more fuel efficiency, high grip
Less fuel consumption, less CO2 emission
Green X marking guaranteed by MichelinFuel saving, safety & longevity
Excellent safety �'វតgភាពលCប្�សេ��រ
Micro-Adaptive Compound
More flexible providing high levels of mechanical grip with the road surface
Higher longitudinal groove volume
More water / faster evacuation
Piece of mindExcellent control in both wet & dry condition
Evenly distributed pressure
Optimize rubber working under contact patch
Effective road griping
តាំរាងម៉ា� ទី�ក្នុប្ច្ចុ�ក្នុវ Pទី\
72
PACKAGINGPACKAGING•ContainersContainers• ShippingShipping• ProtectionProtection• InformationInformation• Labelling – Labelling – Brand IDBrand ID• ConvenienceConvenience
73
Labelling
Printed information appearing on or with the package.
Performs several functions: Identifies product or
brand Describes several
things about the product
Promotes the product through attractive graphics
SIDEWALL MARKINGS
What is A Brand?• American Marketing Association:
– A Brand is a name, term, sign, symbol or design or combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors
• Kotler:– A Brand is a product, but one that adds
other dimensions to differentiate it in some way from other products designed to satisfy the same needs
• A brand is simply a logo e.g. McDonald's Golden Arches.• A brand is a legal instrument, existing in a similar way to a patent or copyright.• A brand is a company e.g. Coca-Cola.• A brand is shorthand - not as straightforward. Here a brand that is perceived as having benefits in
the mind of the consumer is recognised and acts as a shortcut to circumvent large chunks of information. So when searching for a product or service in less familiar surroundings you will conduct an information search. A recognised brand will help you reach a decision more conveniently.
• A brand is a risk reducer. The brand reassures you when in unfamiliar territory.• A brand is positioning. It is situated in relation to other brands in the mind of the consumer as better,
worse, quicker, slower, etc.• A brand is a personality, beyond function e.g. Apple's iPod versus just any MP3 player.• A brand is a cluster of values e.g. Google is reliable, ethical, invaluable, innovative and so on. • A brand is a vision. Here managers aspire to see a brand with a cluster of values. In this context
vision is similar to goal or mission.• A brand is added value, where the consumer sees value in a brand over and above its competition
e.g. Audi over Volkswagen, and Volkswagen over Skoda - despite similarities.• A brand is an identity that includes all sorts of components; depending on the brand e.g. Body Shop
International encapsulates ethics, environmentalism and political beliefs.• A brand is an image where the consumer perceives a brand as representing a particular reality e.g.
Stella Artois Reassuring Expensive.• A brand is a relationship where the consumer reflects upon him or herself through the experience of
consuming a product or service.
76
Michelin History
An adventure ...An adventure ...