지속 가능한 경쟁 우위 개발

A sustainable competitive advantage is an advantage in providing value to customers that cannot be imitated.

Numerous cases abound where the first mover in a market develops a competitive advantage, but soon loses it.  In the 1990s, AOL had a competitive advantage as an Internet Service Provider (ISP), becoming the preferred provider for consumers new to the internet. It offered more features in one easy-to-use platform. Some customers used “AOL Keywords” to search just as much as they used Yahoo and Altavista to search. Yet, as customers became more sophisticated and as competing ISPs launched cheaper substitutes (e.g. Netzero, Earthlink), that advantage became difficult to sustain.  It can be a challenge to sustain a competitive advantage because once a product or service is made, other competitors can reverse engineer a company’s success, taking the competitive advantage away.

지속 가능한 경쟁 우위의 원천:

• 우수한 기술
• 우수한 자원
• 독특한 사용 경험
• 독특한 제품 기능
• 설계
• 배송 방식
• 브랜딩
• CRM
• 시장 조사
• 높은 전환 비용
• 진입 장벽
• 특허
• 원가 경쟁력
• 분화
• 집중하다

An example of sustainable competitive advantage through differentiation is Starbucks. The company essentially serves a commodity: coffee. But it has made the coffee-buying experience cater to its customers’ lifestyles and psychographics. Customers buy at Starbucks to relax and purchase many of its additional products in the meantime. This superior and unique customer experience is an example of a competitive advantage.

시장 조사를 통해 경쟁 우위를 확보하는 방법

시장 조사는 고객이 원하는 것이 무엇인지 밝혀내기 때문에 지속 가능한 경쟁 우위를 개발하는 데 매우 중요합니다. 다음을 수행할 수 있습니다.

• 경쟁사가 이용할 수 없는 정보를 발견하세요
• 주요 성공 요인 파악
• 시장 포지셔닝 가이드
• 경쟁사보다 앞서 나가기 위해 전략적 움직임을 조정하세요.

다음 시장 조사 프로젝트에 대해 문의해 주세요.