Competitive strategy is concerned with how a strategic business unit achieves competitive advantage in its domain of activity. In turn, competitive advantage is about how an SBU creates value for its users both greater than the costs of supplying them and superior to that of rival SBUs.
Porter’s distinctions define three ‘generic’ strategy: in order words, basic types of strategy that hold across many kinds of business situations. these three generic strategies are illustrated in Figure below. In the top left-hand corner is a strategy of cost leadership, as exemplified in the British women’s clothing market by retailers such as Matalan. Matalan seeks to use large
Porter (1980) defined a number of ‘generic strategies’ that organizations can use as a way to compete. Critically examine these generic strategies using relevant academic literature to support your answer.
The problem of ‘strategic drift’ can arguably be reduced by strategic managers if appropriate measures are taken. Explain what is meant by the term ‘strategic drift’ and critically review three strategic management models of your choice that strategic managers can use to minimize the chance of strategic drift occurring. Use organizations of your choice to support your answer.
TEXTBOOK 5.2 p158-161
Strategies change incrementally- three main reasons-
the problems is that there do not need to be sudden or dramatic environmental changes for strategy to become less aligned with the environment.
the problem that gives rise to strategic drift is that, as with many organisations, strategy was not keeping pace with these changes.
three modelsDanny Miller- Icarus Paradox
Outline how budget airlines such as Ryanair and Easyjet have configured their value chains to achieve competitive advantage in the passenger air travel market. To what extent are these strategies likely to provide competitive advantage in the long-term Explain why it is important for a strategic manager…

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