CEO's role and Value Preposition
My Opinion
By Ahn Sukwoo from Chosun Ilbo on June 8 2008
Summary
How the company Apple was dependent on the current CEO, Steve Jobs was proven when Steve Jobs had Pancreatic cancer. When his having cancer was announced, Apple's stock was decreased about 2.4%. One of the finest Wallstreet investors predicted "If Steve Jobs leave the Apple, Apple's stock price will be decreased about 20%. How the huge organization like Apple that control tens of thousand of employees can be influenced by just one CEO? It is because strategic postioning that CEO made will decide companies performances.My Opinion
Strategic positioning is the strategy that corporation concentrates given resources on the target market. However, this strategic positioning is getting difficult and challenged especially in service industry, because customers’ needs are becoming more diverse and it is getting hard to find common things among them. If the company is big enough, it can target various kind of market at the same time. However, if the company doesn’t have enough resources, it’s almost impossible to target various markets. Even though, the company that has enough cash and capacity, it became very hard to keep competitive advantages in every market they are getting involved with. In the worst case, the company could front the fact that they don’t have any competitive power in any market. Therefore, many times, it could be more efficient to target sp
ecific demographics and heavily focus specialized competitive advantages and resources on the target group. Once the company positioned in specific target group in the market through this strategy, the satisfied consumers who were targeted by the company can create new customers in the other market through the oral marketing.
ecific demographics and heavily focus specialized competitive advantages and resources on the target group. Once the company positioned in specific target group in the market through this strategy, the satisfied consumers who were targeted by the company can create new customers in the other market through the oral marketing. The market that the company concentrates on could be the specific area or particular age group. The important thing is to arrange the very narrow target group and massively focus on. When Starbuck laun
ched into Korea for the time, they did strategic positioning. They decided highly targeted places, City hall, Jong-ro, Gangnam where most people who have purchase power walk around and Starbucks opened the shop almost every corner of this districts. As a result of this strategy, Starbucks could successfully appeal the luxurious image and high quality and then it was kind of easy to open the business in other district because Starbucks already got a reputation among people.
ched into Korea for the time, they did strategic positioning. They decided highly targeted places, City hall, Jong-ro, Gangnam where most people who have purchase power walk around and Starbucks opened the shop almost every corner of this districts. As a result of this strategy, Starbucks could successfully appeal the luxurious image and high quality and then it was kind of easy to open the business in other district because Starbucks already got a reputation among people. Of course, this strategic positioning isn’t always successful and it is quite risky to put all the resources into the specific target group. Therefore, the company should have enough time to consider about what their competitive advantages are and how to implement it.
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