Mandalay Regional Development
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MANDALAY REGIONAL DEVELOPMENT:COMPETITIVE ADVANTAGE
PROF.DR.AUNG TUN THET
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PROFILE OF MANDALAY
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MANDALAY
Center of Myanmar’s Culture – magnet for tourists Second largest city Strategic location in Central Myanmar Important hub for transport of people and goods Connectivity: Other parts of country China and India Multiple modes of transportation
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MANDALAY
City population of 1,225,553 (2014 census)Economic hub of Upper Burma Increased commerce with ChinaUpper Myanmar’s main commercial, educational and
health center
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MANDALAY
Major trading and communications center for northern and central Myanmar
External trade to China and India
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MANDALAY
Leading traditional industries: Silk weaving Tapestry Jade cutting and polishing Stone and wood carving Marble and bronze Buddha images Temple ornaments and paraphernalia Gold leaves and of silver Manufacture of matches, brewing and distilling
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COMPETITIVE ADVANTAGE
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PROSPERITY
CreatedNot inheritedDo not grow out of natural endowments, labour pool, etc.
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COMPETITIVENESS
Capacity to innovate and upgradeGain advantage because of pressures and challenges
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COMPETITIVENESS
Benefit from :Strong domestic rivalsAggressive home-based suppliersDemanding local customers
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COMPETITION
GrowingCreation and assimilation of knowledge
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COMPETITIVE ADVANTAGE
Created and sustained through localized processesDifferences in values, culture, economic structures,
institutions, historiesEnvironment – forward looking, dynamic, challenging
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COMPETITIVE ADVANTAGE
Traditional thinking flawedNew perspectivesWhat works? Why?Apply
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COMPETITIVE ADVANTAGE
Acts of innovationNew technologiesNew ways of doing thingsNew basis for competitionBetter means for competing in new ways
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INNOVATION
New product designNew production processNew marketing approachNew way of training
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INNOVATION
IncrementalCulmination of small insights and advances Ideas “not new” Investments in skills and knowledge, physical assets,
brand reputation
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INNOVATION
New market opportunityServing market segments others ignored
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INFORMATION
Important role in innovation and improvementResearch & DevelopmentMarket Research
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DIAMOND OF COMPETITIVE ADVANTAGE
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DIAMOND OF COMPETITIVE ADVANTAGE
Four Attributes
1. Factor Conditions
2. Demand Conditions
3. Related and Supporting Industries
4. Form’s strategy, structure and rivalry
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DETERMINANTS OF COMPETITIVE ADVANTAGE
Firm’s Strategy, Structure,
Rivalry
Related & Supporting Industries
Demand Conditions
Factor Conditions
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FACTOR CONDITIONS
Factors of productionSkilled labour InfrastructureCapital
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DEMAND CONDITIONS
Home market demand for goods and services
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RELATED AND SUPPORTED INDUSTRIES
Presence or absence of supported industries and related industries
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FIRM’S STRATEGY, STRUCTURE AND RIVALRY
How companies created, organized and managedNature of domestic rivalry
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DIAMOND
Business environmentCompanies bornLearn to competeSystemEssential ingredients for competitive success
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ROLE OF GOVERNMENT
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CONTRADICTORY VIEWS
“Interventionist” – Helper or Supporter“Free Market” ViewBoth incorrect
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GOVERNMENT
CatalystChallengerEncourage companies raise aspirationsTransmitting and amplifying diamond
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BASIC PRINCIPLES
Focus on specialized factor creationSpecialized apprenticeship programResearch efforts – UICPrivate investments
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BASIC PRINCIPLES
Avoid intervening in factor and currency marketsEnforce strict product, safety and environmental
standardsLimit direct cooperation among industry rivalsPromote goals that lead to sustained investmentDe-regulate competition
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COMPANY’S AGENDA
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COMPANIES
Achieve and sustain Competitive AdvantageRecognize central role of innovation Innovation grows out of pressures and challengesLeadership
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POLICIES
Create pressures for innovationSeek out most capable competitors as motivatorsEstablish early warning systems Improve national diamond
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POLICIES
Welcome domestic rivalryRegionalize/GlobalizeUse alliances selectivelyLocate home base to support competitive advantage
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ROLE OF LEADERSHIP
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MANAGERS
Focus on improving financial performanceSolicit government assistanceSeek stabilityReduce risk through alliances and mergers
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LEADERS
Believe in change Innovate continuouslyRecognize need for pressures and challengesEncourage appropriate-painful Government
policies/regulationsSacrifice for sustain Competitive Advantage
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STRATEGIES FOR COMPETITIVE ADVANTAGE
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10 REASONS BUSINESS SUCCEED
1.Experience and skills of top managers
2.Energy, persistence and resourcefulness (will to make business succeed of top managers)
3.Product cut above competition and service that doesn’t get in way of people buying
4.Create “buzz” around product with aggressive and strategic marketing
5.Deal-making skills to sell product at highest possible price
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10 REASONS BUSINESS SUCCEED
6.Developing new products to retain and build customer base
7.Deal-making skills to work with resource suppliers to keep costs low
8.Treat employees, suppliers and partners fairly and respectfully
9.Superior location and/or promotion creating connection between product and where obtained
10.Steady source of business during both good economic times and downturns
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ESSENCE OF COMPETITIVE ADVANTAGE
“Why should the customer purchase from this operation rather than competition?”
Builds core of loyal customersNiche marketsEdge beyond what competition has or does
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POTENTIAL STRATEGIES FOR DIFFERENTIATION
Differentiating product or service from those of competition
One or two strategies
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PRODUCT FEATURES AND BENEFITS
What makes the product unique and desired? Consider product characteristics - style, handling, taste,
quality ingredients, comfort, production methods (natural or organic), certification, etc.
Are product characteristics significantly different from those of currently available products?
Can venture provide these features or benefits effectively?
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LOCATION(S)
Chosen with careDirectly influence other decisions - marketing, product
distribution, product selection
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STAFF
Ensure front and management:Produce good products Provide positive customer experienceProfessionalExpertise
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OPERATING PROCEDURES
Policies, processes, and standardsSmooth operationsCreate valueOffer positive customer experience
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PRICE
Fundamental cost advantage Lower overhead or shipping costs Cheaper labor, and/or low-priced raw materials
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CUSTOMER INCENTIVE PROGRAMS
Attract new and repeat customers Giveaways, coupons, sales, promotions, and/or volume
discounts
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GUARANTEES AND WARRANTIES
Perception of quality product reinforced
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BRAND NAME RECOGNITION
Carefully conceived and executed marketing plan and strategy
Focus on customer major contribution to business success
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QUALITY
Underlying factorValue-added strategies - third party certification
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COMPETITIVE ADVANTAGE EVALUATION PROCESS
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EVALUATE RESOURCES
Basis for competitive advantage Critical look at existing resources and product/service
offerings
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CLARIFY GOALS
Clear idea specific and achievable goalsWhat business will do for itself and customers in futureBenchmarks for success Maintain focus
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DEFINE CUSTOMERS
Needs and wants of potential customers establishedCharacteristics of customers examined to identify
commonalities
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EXAMINE COMPETITORS
Direct competition Indirect competitor Compare strengths and weaknesses of competition
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MAKE SENSE OF IT ALL
Understanding needs of market (customers)Devising strategy Target marketBusiness’ strengths and weaknessesBusiness’ goalsProduct/service developedStrategies of competition
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KEY QUESTIONS
Business and target market clearly defined? Competitors? Specific strategy for success? Competition’s moves tracked regularly? Business taking advantage of competition’s weaknesses
and/or any competitive opportunities?
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KEY QUESTIONSWhat has been learned from competition’s
mistakes/strengths? How do business’ prices and products compare with rest
of industry?Who are customers? Does business have (or build) loyal base? Are employees trained in customer service? What trends ahead, and can business take advantage of
them?
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KEY QUESTIONS
“Building sustainable competitive advantages, revolves around differentiating a product from the
competition,along attributes that are important and relevant to
customers.”
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KEEPING THE EDGE SHARP
Competitive advantages stay competitive advantages without significant effort
Over time edge erode Establishing competitive edgeMaintaining it