Samuel Curtis Johnson Graduate School of Management, Cornell University

LSM542: Strategic Positioning in Markets

Strategic Positioning in Markets

Course Project

Part One –Two Basic Strategies (approx. 500 words)

Identify two firms, one that focuses on costs and the other that focuses on differentiation as its main competitive weapon. One of the two firms you identify should be your own firm, if possible. For each firm, write a brief description of what it does and how it maintains its advantage. Include details like the firm’s industry, target market, and positioning strategy. Also provide several examples of how that firm, through its decisions, defends against industry threats.

Part Two –Rival Strategies (approx. 500 words)
1. Suppose you are about to enter a market in which Walmart is the dominant competitor. What are some ways that you would consider attacking Walmart? That is, what aspects of Walmart’s strategy might make it vulnerable? (In your response, do not simply repeat what was discussed in the course already.)
2. Consider the coffee drink market, which includes players like Starbucks, McDonald's, and Dunkin’ Donuts.

a. If you were advising McDonald's, what would you recommend it do in order to compete with Starbucks?
b. If you were advising Starbucks, which competitor would you recommend it focus on: McDonald's, Dunkin’ Donuts, or smaller shops like Gimme! Coffee? Why?

Part Three –Strategic Trade-offs (approx. 500 words)

1. What takeaways do you have from the discussion of trade-offs? Note several key points.
2. List several trade-offs faced by each of the following:

a) Dell
b) Walmart
c) Car companies like Toyota that utilize platform sharing

Part Four –Consistency and Priorities (approx. 500 words)
1. What takeaways do you have about Gucci and strategy? List several key points.
2. No matter what industry you are in, the list of resources your firm would like to have is probably longer than the list it can afford to acquire. Firms have to make a choice. Based on what you have learned in this course, how would you determine which resources are the most important for your firm to achieve or get?