Marketing assignment代写: 戴尔的持续竞争优势
As the competition becomes increasingly fierce in the world these years, many organizations try their best to pursue sustained competitive advantages to struggle in the competition. The term of competitive advantage is the first to be put forward by Michael Porter in 1980.In addition, in Porter’s late works, he pointed out four factors in a competitive diamond, which will influence the competitive advantages of organizations. These four factors are illustrated as factor conditions, demand conditions, related and supporting industries and business strategy, structure and competition (Porter, 1998).
This essay will first introduce three cases, which are the DellCompany, Southwest Airlines and Casella Wines. All these three cases are introduced from the book of Crafting and Executing Strategy: The Quest for Competitive Advantages: Concepts and Cases (Thompson, Peteraf, Gamble & Strickland, 2012).And then it will illustrate the sustained competitive advantages of each other respectively. Following this, theoretical analysis will be conducted of each case study to analyze how they achieve success, as well as to compare and contrast the three cases and their pathways to success. Finally, implications will be given according to the analysis.
Description of the cases
The Dell Company was built in 1984 by Michael Dell, who had a simple business idea that is the personal computers would be sold directly to ultimate customers according to the number of order. This business model can help reduce the costs from the retailers and risks from the inventory. Dell successfully beat IBM in 1998 and became the No.2 in the American personal computer industry. Before long, Dell turned out to be the sales champion in America after overcoming Compaq in the third quarter of 1999. Since then, Dell has become the leading companyin the U.S. personal computer market. In 2002, the market share of Dell reached the high of 28%, higher than HP of 16.8% and Gateway of 5.7% (Thompson, Peteraf, Gamble & Strickland, 2012).
When facing the “9.11”terrorist attacks, some companies went bankrupt, some companies shrink, some companies survived, however, there is a company still expanded, which is the Southwest Airlines. Southwest Airlines was established in 1971 targeting on providing short distance flights with low-ticket prices.The “9.11” terrorist attacks have severe long-term effects on the airlines industry, such as rapidly declined demand of the whole industry, increased security costs, and low attendances that are below the breakeven points and so on. Faced with such severe environment conditions, most companies cut the number of flights, especially the international and late-night flights, and they reduced the services, delayed updating and purchasing aircrafts and laid off a number of employees. However, the Southwest Airlines dealt with the environment problems in a different way. In the emergency phase, Southwest Airlinesdid not cancel flights, nor laid off employees, or delayed hiring the new employees, but began expanding its staff since 2002. Moreover, the Southwest Airlines delayed purchasing new aircrafts in the emergency phase, but continued to increase the number of new aircrafts in 2002. In addition, the Southwest Airlines began to add flights in the market that the competitors quit, especially the long distance and nonstop flights, and even initiated new flights as planned (Thompson, Peteraf, Gamble & Strickland, 2012).