Marketing Strategy and

Competitive Positioning
Seventh Edition

Part 2
Competitive market analysis

Chapter 6
Understanding the
organisational resource base

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Figure 6.1
Understanding the organisational resource base

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Figure 6.2
Value disciplines

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Operational excellence – providing middle-of-market products at the best
price with the least inconvenience. Examples include no-frills mass-market
retailers such as Aldi and Lidl in groceries, and fast food outlets such as
McDonald’s, Burger King and KFC
Product leadership – offering products that push the boundaries of
product and service performance: Intel is a product leader in computer
chips, as is Nike in athletic footwear. A prime example is Hewlett-Packard’s
computer printer business that once achieved market dominance through
major technology advances, rapid product variations, continuous price
reductions and a willingness to attack competitors.
Customer intimacy – delivering what specific customers want in cultivated
relationships. The core requirements are flexibility, a ‘have it your way’
mindset, mastery of ‘mass customisation’ to meet the distinct needs of
micro-segments of the market, and the ability to sustain long-term
customer relationships.

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Figure 6.3
Competitive positioning

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Figure 6.4
Marketing resources

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Figure 6.5
Marketing assets

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Table 6.1
The global top ten brands

Source: Interbrand ‘Best Global Brands’ ranking data (2009, 2013, 2018).

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Figure 6.6
Marketing capabilities

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Figure 6.7
Dynamic marketing capabilities

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Figure 6.8
The resource portfolio

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Figure 6.9
Developing and exploiting resources

Source : Adapted from Hamel and Prahalad, 1994 .

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