This work examines various theories and models, with the objective to ascertain sources of competitive advantage. Furthermore, the report discusses the role of the successful German organisation BIONADE GmbH, an innovative manufacturer and distributer of privately brewed and organic refreshment drinks, in the German market.
In this regard the two major theories, the positioning-view and the resource-based view of strategic management, are discussed in detail. Michael E. Porter’s well-known Five Forces Model, it’s utility in the field and views of the implementer play a vital role of evaluation.
In the German refreshment market, BIONADE is the third strongest brand following Fanta and Sprite. The organisation possesses of 6% market share of the entire non-alcoholic beverage market in Germany. Thus the report addresses to BIONADE’S strategy, position in the market and sources of competitive advantage and profitability.
With the help of well-known models, an analysis of the organisation’s resources and environment clarifies attractiveness of the industry and beneficial, as well as unfavourable conditions. The stated models and theories are adapted to explain and identify sources of the organisation’s success. In this regard, a significant aspect is the organisation’s differentiation strategy due to invention and uniqueness, which describes the main source of competitive advantage.
Finally, the report shows that analysing the case of BIONADE, sources of competitive advantages can be explained through both points of view, whereas one seems more favourable by comparison. Before analysing competitive advantages, the Five Forces Model in combination with a SWOT-analysis provides a good basis concerning to the following analysis of strategy. Relating to this, continuous long-term success of BIONADE can be achieved by further improvement and reinforcement of differentiation.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- Introduction
- Theory
- Porter's Five Forces Model
- Description
- Context and Evaluation
- The Positioning-View
- The Resource-Based-View (RBV)
- Consequence
- Porter's Five Forces Model
- Case study "BIONADE"
- Internal Analysis
- External and Competitive Analysis
- Opportunity and Threat
- The Five Forces
- Strategy
- Resource-Based-View
- Positioning-View
- Conclusion
- Theory and Praxis
- Recommendations
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report aims to examine various theories and models in strategic management, with the objective of identifying sources of competitive advantage. It delves into two major theories, the positioning-view and the resource-based view of strategic management, providing a detailed discussion. Michael E. Porter's widely known Five Forces Model is analyzed, considering its practical use and perspectives of implementers.
- Understanding the concept of sustainable competitive advantage (SCA) and its relation to strategic positioning (SP)
- Exploring different perspectives on the sources of competitive advantage, particularly the resource-based-view (RBV) and the positioning-view.
- Analyzing the competitive forces of an organization's industrial and competitive environment using Porter's Five Forces Model
- Examining the case of BIONADE GmbH, an innovative German company, and its strategic position in the market.
- Determining the sources of BIONADE's competitive advantage and profitability.
Zusammenfassung der Kapitel (Chapter Summaries)
The report starts with an introduction, providing context to the importance of strategic management and its role in understanding organizational success. It then delves into the theoretical framework, exploring Porter's Five Forces Model and its application for analyzing competitive forces within an organization's environment. The positioning-view and resource-based-view (RBV) are also discussed, highlighting their differing perspectives on sources of competitive advantage.
The report then focuses on the case study of BIONADE GmbH, a successful German organization. It conducts an internal analysis, examining the company's resources and capabilities. An external and competitive analysis follows, using the Five Forces Model to assess BIONADE's industry and competitive landscape. The report then analyzes BIONADE's strategy, exploring both the resource-based-view and positioning-view frameworks.
Schlüsselwörter (Keywords)
The report focuses on key concepts in strategic management, including sustainable competitive advantage, strategic positioning, Porter's Five Forces Model, resource-based-view, positioning-view, differentiation strategy, SWOT analysis, and the German company BIONADE GmbH. These keywords reflect the report's focus on understanding the sources of competitive advantage and analyzing organizational success within a competitive market context.
- Quote paper
- Rebecca Grill (Author), 2016, Strategic Management. Analysis of the Business Model and Competitive Advantage of Bionade GmbH, Munich, GRIN Verlag, https://www.grin.com/document/468817
