Strategic Positioning of Production within the Generic Competitive Strategies

Abstract

For manufacturing companies, the sole focus on a generic competition strategy developed by PORTER is usually no longer possible due to the dynamic market situation. Unlike in the past, competitive advantages are often only temporary. Not infrequently, new markets are emerging, so that different product offers have to be reacted with market and product-specific strategies. For the production, therefore, strategic success factors are required, by which multi-dimensional strategic objectives can be defined. In this article, four strategic success factors for the positioning of production within the generic competition strategies are derived. Based on this, a mathematical description of the strategic success factors that allow quantification is provided. As a result, a strategic positioning is possible, which allows the derivation of market or product-specific strategic measures.