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Low cost competitors, who offer "good enough" products
and services at very attractive prices, are currently significantly
impacting the businesses of many leading companies, and some are
starting to "move up" to challenge the traditional
companies in their core markets. It's only a matter of time
before most companies will feel the pressure from these aggressive,
cut-price competitors. Beating Low Cost Competition
offers a step-by-step structured approach to help
executives in traditional companies with premium brands think
through the options for responding to their low cost rivals and
select the most appropriate strategy to win in their chosen
markets.
By examining a wide-ranging group of companies from around the
world, Adrian Ryans provides numerous examples of how different
companies in different industries have responded to low cost
competitors and analyses the effectiveness of their strategies. He
also discusses the leadership and cultural challenges that many
companies are facing as they take steps to respond to their low
cost rivals.
Ultimately, the insights gained from this book will lead to
better and more profitable business decisions.
Adrian Ryans is Professor of Marketing and Strategy at IMD,
Lausanne, Switzerland. He has designed and taught on executive
programs for organizations in North America, Europe, Australia and
Asia, including GE, Bank of Montreal, Medtronic, Deloitte,
Borealis, Saurer, Vestas, IBM, Boeing, National Semiconductor,
BioWare, ASML, Holcim, Varian, Hoechst, Amgen, Fluke, LSI Logic,
Hutchison Port Holdings and Qualcomm. He has also acted as a
consultant for a number of leading global corporations.
Auteur
Adrian Ryans is Professor of Marketing and Strategy at IMD, Lausanne, Switzerland. He has designed and taught on executive programs for organizations in North America, Europe, Australia and Asia, including GE, Bank of Montreal, Medtronic, Deloitte, Borealis, Saurer, Vestas, IBM, Boeing, National Semiconductor, BioWare, ASML, Holcim, Varian, Hoechst, Amgen, Fluke, LSI Logic, Hutchison Port Holdings and Qualcomm. He has also acted as a consultant for a number of leading global corporations.
Texte du rabat
A very useful step-by-step approach to guide managers towards creating their own answers for winning against low-cost competition.
Yves Serra, President and CEO*, Georg Fischer, *Schaffhausen, Switzerland
Low cost competition has moved from being an out-of-the-box concept to changing the way business gets done. It is an issue for every industry and this book has insights that are practical and relevant for every manager. Adrian Ryans has put together a compelling storyline that is a must read for tomorrow's successful leader.
Arkadi Kuhlmann, CEO, ING Direct, Wilmington, Delaware, USA
The single biggest competitive threat faced by multinational companies operating in low cost environments, does not come from the Low Cost Competitors, but rather from your company's ability to fully grasp the massive threat in time and understand how to deal with it successfully. This book your survival guide for dealing with low cost competitors will enable you to understand and devise an execution-focused strategy to meet your specific competitive challenge. Make sure your CEO and country managers read this book from cover to cover.
Lars A. Andersen, President, Vestas China, Beijing, China
Adrian Ryans has clearly highlighted the challenges of competing to win in the global economy. Competitors from Asia are no longer producing low cost, low quality products that are not competitive. Rather the same companies that needed help from market leaders ten years ago and were used as low cost suppliers are now world-class competitors in their own right. Beating Low Cost Competition frames the nature of the competitive game for the next generation of executives. Answer the questions at the end of each chapter of Beating Low Cost Competition; if the answers don't scare you today, they might tomorrow!
David Churchill, Vice President and General Manager, Agilent Technologies, Inc, Colorado Springs, Colorado, USA
Whether or not you believe you are vulnerable to low cost competition is irrelevent you are! Low cost competitors can be beaten, if companies apply the principles of speed and imitation to their own business models and strategies. Beating Low Cost Competition provides concrete tools and concepts to help you do it.
Richard Brook, President Europe, Middle East & Africa, Cochlear Limited, Lane Cove, NSW, Australia
Our volume business was being seriously challenged by low cost competitors. The tools, concepts and examples described by Adrian Ryans helped us develop a new, innovative strategy to beat the competition.
René Lenggenhager, General Manager, Mettler Toledo, Greifensee, Switzerland
Résumé
Low cost competitors, who offer good enough products and services at very attractive prices, are currently significantly impacting the businesses of many leading companies, and some are starting to move up to challenge the traditional companies in their core markets. It's only a matter of time before most companies will feel the pressure from these aggressive, cut-price competitors. Beating Low Cost Competition offers a stepbystep structured approach to help executives in traditional companies with premium brands think through the options for responding to their low cost rivals and select the most appropriate strategy to win in their chosen markets.
By examining a wide-ranging group of companies from around the world, Adrian Ryans provides numerous examples of how different companies in different industries have responded to low cost competitors and analyses the effectiveness of their strategies. He also discusses the leadership and cultural challenges that many companies are facing as they take steps to respond to their low cost rivals.
Ultimately, the insights gained from this book will lead to better and more profitable business decisions.
Adrian Ryans is Professor of Marketing and Strategy at IMD, Lausanne, Switzerland. He has designed and taught on executive programs for organizations in North America, Europe, Australia and Asia, including GE, Bank of Montreal, Medtronic, Deloitte, Borealis, Saurer, Vestas, IBM, Boeing, National Semiconductor, BioWare, ASML, Holcim, Varian, Hoechst, Amgen, Fluke, LSI Logic, Hutchison Port Holdings and Qualcomm. He has also acted as a consultant for a number of leading global corporations.
Contenu
Contents
Preface
Acknowledgments
1 The Growing Challenge from Low Cost Competitors
The Challenge is Real and It is Here to Stay
Retailing
Airlines
Banking
Fast-moving consumer goods
Consumer electronics
Business-to-business products and services
In Many Industries the Major Threat is Coming from Asia
Many Customers Prefer Good Enough Products and Services
Low Cost Competition Is Not All Bad News
Understanding and Responding to the Challenge of Low Cost Competition
2 Why the Threat from Low Cost Competition is Intensifying
Value Propositions Have Three Core Elements
Performance value
Price value
Relational value
One core value proposition is usually emphasized
The relative size of the different value segments may evolve over time
Product category life cycles are getting shorter
The Traditional Integrated Business Model is Disintegrating
Three core processes underpin any business
Giving balanced attention to all three core processes can lead to conflict
Companies are leveraging the specialized players
Companies with focused business models are playing a much bigger role in many industries
Many more companies are opening their business models
*But there are signi…