Chapter 5 THE FIVE GENERIC COMPETITIVE STRATEGIES In this chapter, we build on past information by discussing ways in which firms formulate business strategies that capitalize on their resources and capabilities to exploit opportunities in their competitive environments. As we have seen, business strategy refers to the competitive moves and business approaches that a firm makes in an effort to establish its competitive posture. As a rule, competitive position can be established in many different ways, and the task of finding the best configuration of positions falls to strategic managers. Deciding which generic strategy to employ is perhaps the most important strategic commitment a company makes it tends to drive the rest of the strategic actions a company decides to undertake, and it sets the whole tone for the pursuit of a competitive advantage over rivals. Your response should be (single-spaced, 12-point Times New Roman, 1-inch margins) in length. Your assignment this week: 1) Explore Kohls web sites at kohls.com and corporate.kohls.com, and conduct any additional research you deem necessary to better understand the firms vision, mission, and approach. What activities contribute to the companys differentiation strategy and the unique position in the industry that Kohls has achieved? (35 points) 2) Which of the five generic competitive strategies do you think each of the following companies is employing (do whatever research at the various company Web sites that might be needed to arrive at, and support, your answer)? Fully justify your reasoning for each. (35 points) a. GameStop b. Amazon c. ALDI d. Sears e. Best Buy f. Sally Beauty g. Gallery Furniture
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