Types of strategies depending on the position of companies in the field

Development of general and zahalnokonkurentnyh strategies aimed at changes in the position of the company in the industry. We must distinguish between items that are in (for other industries, its characteristics) and opportunities (chances) that has one or another company in the industry. The industry consists of a number of companies, among which is the "first" leaders and "last".

Each company is trying to take a strong competitive position in the market, some to become leaders in the market and therefore have certain advantages over other industry enterprises [15, c. 377].

Leading for emerging from a complex set of reasons. Thus, important to fill a leading position has, for example, the start of strategic action. "First" in the field are able to get in great advantages when timely develop and apply strategies that adequately respond to new opportunities and threats offered by the external environment. Additional costs of strategic actions in the "first" reimbursed by:

· improve the image and reputation among consumers as a company that cares primarily about their needs;

· absolute or comparative advantage over other firms on prices and total value of previously concluded contracts for the supply of minerals and raw materials, new technologies, the use of distribution channels and on the quality of sales, etc., which allow to realize new opportunities or mitigate the impact of threats;

· longer work with the customer who uses products manufacturer; under these conditions formed the loyalty and commitment to the product of the firm, and the firm - the possibility of greater adaptability to the consumer;

· the use of licenses and patents that do not allow (or difficult) copy of enterprise.

The delay with the implementation of these advantages sometimes leads to consequences that can not be overcome. This brings the advantages of the position of "those who follow the leader." Under such conditions it is very important to determine the terms and time characteristics of individual strategies, and all strategic set.

Leaders must not only benefit from its position in the market, but also some losses because their strategies and activities associated with higher risk in circumstances where [15, c. 392]:

· technological changes in the industry that contribute to competitiveness, there quicker than is necessary for the return of investment (especially when the advantage that made the company a leader, a purely technological nature: product design, processing techniques that create unique product features, etc.);

· high spending on FOPSTYZ (service demand generation and sales promotion) were caused by significant commitment to customers, their loyalty to a particular company;

· industry is developing very rapidly in conditions when «know-how», which were used in the previous phase of the cycle, quickly and easily replaced by new developments in these phases.

Object of analysis is leading for all known specialists in strategic management. Thus, consulting firm BZB, which is part of the group "Skanda-killings", defines a leader based on the "Analysis of affection" that carried out by the relevant matrix (Fig. 1.8).

The market leader is placed in quadrant A, because it combines broad market penetration and great customer loyalty. A potential leader - a company that has "their" customers who want to buy more, creating an attractive prospect for the company. At least attractive positions is driven (B), which is a serious competitor in market penetration, but he had supporters, and C - a little-known company "newcomer", which should work hard to improve its competitive position and win the favor of consumers.

Depending on the competitive position of firms choose a particular course of conduct, which finds expression in the strategic orientation of the set, returning us to the sources of the strategy - military practice.

Fig. 1.8.Matrix "analysis of attachment" (for «BZB») [15, c. 418].

Efficiency strategies can be evaluated based on the ratio of the results and costs incurred. This should take into account the fact that ensures maximum efficiency and minimum Elapsed RAO greatest result. Therefore, management must create a system to monitor implementation of the strategy, which provides for the timely collection and processing of operational information.

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