全球通信、运输和贸易网络融合的过程。这个词有时被用来专门指经济全球化:通过贸易、外国直接投资、资本流动、移民和技术传播将国家经济融入国际经济。
Definition of Competitive Advantage:竞争优势的定义
The Competitive Advantage is the ability gained through attributes and resources to perform at a higher level than others in the same industry or market (Christensen and Fahey 1984, Kay 1994, Porter 1980 cited by Chacarbaghi and Lynch 1999, p. 45)
竞争优势是通过属性和资源获得的能力,使其比同一行业或市场中的其他人表现得更高
In VAON, they do not gain a Cost Advantage simply because their internal cost is high, unnecessary expenses such like New York City Ballet and the New York Philharmonic session ticket. They also not leverage the advantage of internet technology and still relay on “Door-to-Door” selling approach. They also do not seem to have differentiation advantage within the company.
在VAON,他们不会仅仅因为内部成本高而获得成本优势,比如纽约市芭蕾舞团和纽约爱乐乐团的演出门票等不必要的费用。他们也没有利用互联网技术的优势,仍然采用“挨家挨户”的销售方式。他们在公司内部似乎也没有差异化优势。
AVON should consider taking below steps to gain Competitive Advantage in the Global Trade:AVON应考虑采取以下步骤在全球贸易中获得竞争优势
Cost leadership – Is there any way to make cost advantage among all the competitors in this borderless era? They can move the production line move to a country to provide lower cost of production. Or leverage Technology advantage such like internet to cut the advertisement cost or agent cost? Like Dell has been very successful on its direct model to outreach consumers using the internet order system.
成本领先——在这个无国界的时代,有没有办法在所有竞争对手中获得成本优势?他们可以将生产线转移到一个国家,以提供更低的生产成本。还是利用互联网等技术优势来降低广告成本或代理成本?就像戴尔一样,它在使用互联网订单系统向消费者推广的直接模式上非常成功。
Differentiation – How to make AVON’ product unique from other product? AVON can consider using product development strategy to improve product packaging to maintain the market awareness.
差异化——如何使AVON的产品与众不同?AVON可以考虑采用产品开发策略来改进产品包装,以保持市场知名度。
Focus – AVON should avoid participate in all product range. And focus on niche product that they are good with. And become the leader of that particular area/product.
专注–AVON应避免参与所有产品系列。并专注于他们擅长的利基产品。并成为特定领域/产品的领导者。
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