Разработка конкурентной стратегии компании «Эра-Телеком» для продукта “Wi-Fi Social”

Курсовая работа

Разработка конкурентной стратегии компании «Эра-Телеком» для продукта “Wi-Fi Social”

Developing the competitive strategy of “Era-Telecom” for the product “Wi-Fi Social”

Нижний Новгород,2017

Contents

INTRODUCTION .........................................................................................................3

Chapter 1: Theoretical review of competitivestrategies..............................................5

1.1 The definition of competitive strategy and its evolution…………………………………………………..........................................5

1.2 Kotler’s classification of competitive strategies due to firms’ positions on the market........................................................................................................................8
1.3 A competitive advantage.................................................................................................................16

1.4 A competitor analysis……………………………………………………………………………18

Conclusions on the Chapter 1……………………………………………………..21

Chapter 2: Competitors’ analyzing and the developing of the competitive strategy of “Era-Telecom” for the “Wi-Fi Social”…………………………………………………………………………….22

2.1 Describing the market of telecommunication………………………………………………………………..22

2.2 Describing “Era-Telecom” and its product “Wi-Fi Social”….....................................................................................................................23

2.3 Competitor Analysis of “Era-Telecom”……………………………………………………………………...…26

2.4 Developing competitive strategy of the product “Wi-Fi Social” of the company “Era-Telecom”………………………………………………………………………...32

Conclusions on the Chapter 2................................................................................34

CONCLUSION…………………………………………………………………..35

REFERENCES………………………………………………………………..…36

Introduction

   Nowadays the phenomenon of developing a competitive strategy plays one of the most valuable roles in the process where the organization becomes more successful.
   All employers who start running companies should think about the resources (capital, materials, labor and human resources), which will be needed in the perspective.  However, in our economic system such as market economy there is no doubt that entrepreneurs should not expect stable income and success without effective business planning, collection of the information etc. That is why the company or organization create a competitive strategy due to the position in the market (a leader or a contender on the leadership). It means that company should analyze rivals’ behavior and estimate its own possibilities to choose the right competitive strategy. While choosing it, employers make the first step for planning other business process. This development, which is representing the base for competitive behavior of a company and describing the advantages over competitors, depicts the scheme of strategic orientation.  Furthermore, there is an individual consumer’s behavior for any segment of the market. An efficient satisfaction of consumer needs becomes dramatically vital in achieving business success. In the result, the organization create its own strategy (based on clients’ interests), which will help realize plans especially on this segment. 
   

     The purpose of this study is to analyze the process of developing competitive strategy of product “Wi-Fi Social” of “Era-Telecom” and optimize its formation and implementation.
    The object of the study is competitive strategies in marketing and the subject is the process of the formation and the implementation of competitive strategy of “Era-Telecom”.   In order to achieve the purpose and to examine the subject there is a necessity to perform the following tasks:

• To review the concept of competitive strategies and its classification;
• To study the instruments of creating and developing competitive strategy;
• To find out the phenomenon of a competitive advantage;
• To analyze the difficulty of choosing competitive strategy of the company due to the position on the market;
•  To analyze the market and identify the rivals of “Era-Telecom” on the market of telecommunication;
• To develop the competitive strategy for the product “Wi-Fi Social’ of “Era-Telecom’ company.

Chapter 1: Theoretical Review of competitive strategies

1. Definition of competitive strategy and its models

Currently, the growing competition in business throughout the world has made in necessary for any company to stay in competition or have a competitive advantage over its rivals. The competition is the process of rivalry between some companies selling similar product and having the same goal for achieving profit, market-share growth or the leader position. Generally, the competitive strategy is a search of profitable position for a company in the conditions of the market.  In this study, the competitive strategy is regarded as the long-term plan of a particular company in order to gain competitive advantage over its competitors in the industry.

To understand the principle of working of competitive strategies, there is a necessity to study the historical background of its evolution. Pankaj Ghemawat described the development of competitive strategies per years in his article [1]. The top executive of M-forms corporations formulated the view of competitive strategy for the first time. Firstly, Alfred Sloan (Chief of General Motors at the period from 1923 to 1946) worked a strategy out which contained bases of rivals’ strengths and weaknesses.
It is obvious that all tactical actions of competitive strategies remind some military strategies. Actually, the military strategies influenced the developing of business planning and some military books became the base for it. So, the challenges involved in World War II was an essential part or building and stimulating the strategic thinking. Due to the problem of allocating scarce resources in all parts of economy in time of the war, economists tried to create innovations in science of management. The working out of new operations-research techniques helped to establish the quantitative analysis in strategic management. The post-war period was a period of stability when organizations were focused on an increase and growth with the help of diversification, long-term investments, mass-marketing etc. By the 1960s, managers thought about the framework, which stays effective until nowadays. This frame was called as “SWOT-Analysis” and it consisted of strengths, weaknesses, opportunities and threats. In the 1970s, the most popular instrument of studying competitive strategies was the matrix [2] of Boston Consulting Group (BCG-matrix), which became a kind of framework. Strategic alternatives were based on the similitude, using industry attractiveness and the position of competition on the market as the criteria, of the strategic positioning of the different business units in the matrix^[1].