If funds and resources are the most important competitive industrial society elements, then the time advantage is the information age, the most powerful strategic weapons competition.
American magazine "Fortune" Global 500 companies in 2004 the latest rankings, top Wal-Mart board, this is the third consecutive year Wal-Mart Global 500 winner in the honor.
Why Wal-Mart beat Carrefour to the same industry for many years rivals? With what Wal-Mart has an excellent marketing strategy and business advantages to the strength of Microsoft, General Motors, British Petroleum and other giants left behind, and made enormous profits?
When we examine the growth of Wal-Mart's history will find the time advantage for the use of Wal-Mart has become a competitive weapon invincible. In the highly competitive, low-margin retail business, Wal-Mart is relying on such a unique competitive weapon, and gradually build up their strong competitive ability, set foot on the world's 500 victory lane.
Construction time advantage: Wal-Mart to become the first global top 500
Since 1950 a company called "Walton shop" in Arkansas City, the Villa opened nearly half a century, Wal-Mart founder Sam? Walton has been the maximum possible to the consumer to provide the lowest bit of merchandise as Wal-Mart's business purposes, while Wal-Mart's success is also due to the simple and ordinary sense - everyday low prices.
If you say "every day low prices" is the largest Wal-Mart's competitive advantage. So how is Wal-Mart to achieve its "everyday low prices" commitment? In fact, in the "everyday low prices," the firm commitment behind Wal-Mart a few years built up a strong competitive advantage based on time - a dependent on advanced computer systems to support the logistics system:
Efficient distribution centers. Wal-Mart suppliers under the various branches of the order of goods sent to Wal-Mart distribution center, distribution center is responsible for the completion of the selection of goods, packaging and sorting work. Wal-Mart distribution center with a high degree of modern mechanical facilities, 85% of goods sent here are mechanical processing, which greatly reduces the cost of manual handling of goods and time.
Rapid transport system. Wal-Mart's motor fleet is its delivery system to another incomparable advantages. Wal-Mart has 30 distribution centers, more than 2000 cargo truck, ensuring any purchase from the warehouse to store no more than 48 hours, compared to other stores with the industry average of two weeks replenishment time, Wal-Mart store shelves can be guaranteed up twice a week on average. Fast delivery, so that even if Wal-Mart outlets can only maintain minimal inventory to maintain normal sales and thus save storage space and costs. However, as the effective operation of efficient transport systems, 85% of Wal-Mart distribution center of goods through their own transport, it closed down only 5% of rival Kmart, Wal-Mart's sales results are lower than in the same industry, therefore the cost of 2-3% average cost of sales, as Wal-Mart's low prices a solid foundation throughout the year.
Advanced satellite communications network. Heavily in building up a satellite communications network to Wal-Mart's delivery system more perfect. Application of this system, so that distribution centers, suppliers and each branch can be formed for each connection point of sale operations can be completed in just a few hours "to complete the branch order summary order 鈫?鈫?Submit Order" The entire process, greatly improve the operating efficiency and accuracy.
It is in this comprehensive logistics system support, coupled with excellent management, so that Wal-Mart on the edge of the playing time to achieve the ultimate - Wal-Mart's reaction speed advantage gained by peers 3 times more than the growth rate of profits competitors are twice the average profit level over. Thus contributing to the overall Wal-Mart formed a strong competitive advantage.
Success rate: the information age, competition law
April 5, 2005, Toshiba announced that China's mobile phone business because of heavy losses, so Toshiba's decision to withdraw from the Chinese mobile phone market. Brand positioning properly, the terminal is caused by poor sales of Toshiba mobile phones because of difficult step, but the slow introduction of new aircraft also contributed to Toshiba, the hotbed of mobile phone one of the miscues.
Changes in the Chinese mobile phone market more quickly, leading mobile phone manufacturers have accelerated the speed of introduction of new aircraft to meet the diverse needs of consumers, but European and American brands, compared with Motorola, Toshiba introduced new cell phone obviously too slow speed , which was slow to miss a number of market opportunities, Toshiba phone - even though Toshiba introduced the first low-temperature polycrystalline silicon in China, mobile phone screens, the first equipped with CCD cameras, video capture function to achieve the first cell phone, but high quality products can not simply save advantage of business lost time caused by the passive situation, and finally had to be eliminated.
"We have entered a new era of competition in the new competitive rules, the big companies do not necessarily beat a small company, but the fast will beat slow - you do not hold a lot of money, because where there is opportunity, capital very Where will soon regroup. speed will be converted to market share, profitability and experience. "Cisco CEO John Chambers this well-known" success rate "The fact is for Wal-Mart's success and failure for most Toshiba good footnotes.
As Chambers said, INTERNET With the continuous development and deepening of market competition has entered a new era, companies gain a competitive advantage in the past relied on cost, quality, technology, channels and so on, but now, all have is no longer the only advantage, how to make time for the strategic weapons in the competition on the market, quick response to the speed to win more business has been the focus of attention.
Zai global competition arena, the more and Duo's 浼佷笟 have recognized that as society and technology of Jin Bu, market competition in the Zhongdian has occurred Le Zhongda - in magnitude if Shui Zi Yuan in an industrial society of capital and most important competitive factor, Name time advantage of the information age has become the most powerful strategic weapons competition.
Constantly changing market demand, customer and brand loyalty of concern about the continued underground Lung, potential entrants and competitors continue to gain market, if companies can not change in the situation and quickly formulated a strategy, then the capital again strong business may not survive - when Microsoft's Bill Gates warned staff: "If Microsoft can not give quick response to market changes, then Microsoft will close down only 18 months away," we have every reason to believe: the new competition law, the company a strong competitive advantage does not come from strong financial support, a long business history, or even a good brand, but a time-based advantage, rapid market responsiveness.
How in the shortest possible time, the lowest cost to customers with the highest value products, this is a competitive advantage based on time variables most profound meaning, enterprises can build a competitive advantage that directly determines the level of business competitiveness and competition results in success or failure.
How to build a competitive advantage based on time
And business can not do without the financial, human, the core elements of the same channel, the time advantage of the increasing importance of corporate attention. However, time-based competitive advantage of building, it is both simple and complex: that it is simple and as time construction managers often come from an understanding that it not the same size of the business, require substantial resources, time accumulated to form, which may be based on the time of competitive advantage has been established in a very short period of time; that complicated, because the time advantage of different industries have different meaning, some time advantage only works on the sales process, there time advantage Quedui affect the manufacturing process, business only in the accurately determine the time advantage on the impact of the industry the breadth and depth, one can build this advantage.
Under normal circumstances, companies build competitive advantage based on time the following three principles:
First, customer-oriented time of competitive advantage
Customer-oriented changes is based on customer demand quickly readjust the design, production, marketing and other aspects, in the shortest time to the maximum delivered value to meet customer requirements.
Dell's supply chain management through the improvement, development of market-oriented enterprise development strategy, can in the shortest possible time the individual needs of the customers, not only to achieve a "zero inventory", lower inventory and capital costs, and respond to customer needs because of fast, to win the trust of more customers. It was on a customer-oriented this time of competitive advantage, Dell not only in the highly competitive computer industry, gained a firm foothold in one fell swoop also beat Hewlett-Packard, IBM and other established players, a computer industry's oldest.
Second, technology-driven competitive advantage of time
Technology-oriented way is through rapid innovation, shorten the new product introduction time, in the shortest time to occupy the largest production market. This principle, in the update of the IT industry, the rapid pace of mobile phone has been most evident.
Nokia mobile phone industry to maintain a dominant player for many years the throne, with its rapid technological innovation are inseparable. Nokia believes that in the fierce market competition to survive, the only way is to always walk in front of others, always one step ahead than others. Nokia accelerating pace of new product development, announced every year to come up with 9% of total turnover for the development of new products. Currently, the average of its new model development cycle shortened to less than 35 days, while the industry average of six months or more.
Third, the time to market-oriented competitive advantage
With the accelerating product replacement, design and product life cycle becomes shorter, the product produced quickly after the sale if you do not go out, its value will continue to decrease. At the same time, slow the sales pace will enable enterprises to increase the flow of the cost of storage area, if the company quickly sold Cheng Wei Neng Gou Zui Da profit factors - in marketing-oriented Competitive advantages of 灏辨槸 most effective way.
Beton is a U.S. manufacturer of new electronic cash registers of small companies, in the highly competitive ATM market, the shell of the company's development difficult: whether it is financial strength, technical strength or experience, hard shell companies and industries through competition with other strong competitors.
After the newly appointed CEO Zoffman competitors on the market and careful analysis of the situation, although he thinks that he pass a small scale company to set up a short time, but flexible mechanism is the most important feature of the company, from the flexible mechanism based on the shell through the company only the development of competitive strategy can be built by marketing-oriented time of competitive advantage - and thus avoid capital, technology and research and development of direct confrontation with powerful competitors.
Beton marketing-oriented company, through process reengineering completely changed the way the old process, breaking the previous design and manufacture, design and sales gap between the phenomenon of conflict between the three to zero, shorten the product from design to manufacturing and then to the production cycle of the market, gain market advantage precedence. In just a few years, Tony pass the time in marketing-oriented advantages of the strategy under the guidance of the market in the U.S. registers an extraordinary record, not only beat many competitors, the industry also became the champion.
Value innovation and time advantage
Insead Business School, W. ChanKim and Mauborgne two professors have spent five years on more than 30 companies around the world have been studied. The purpose is to answer why some companies achieve sustained high growth, while others can not be the problem?
They found that those who can achieve sustained growth, companies are adhering to the "value innovation" that a strategic logic. Under the guidance of this strategic logic, business leaders is no longer concerned about the competition, but according to their available resources and the ability to look for value innovation - companies through the value chain Chongzu, the production process Tiaozheng, etc., to the the shortest time to provide the best service.
You Xiu's business leaders believe the time for most customers is a kind of invisible costs, if you can Zai customer 璐拱 process is its saving time, has undoubtedly enhanced the Le customers buying process delivered value and improving customer satisfaction. Meanwhile, the time advantage for businesses to obtain better than the opponent's inventory and faster response to market rate, and this combination of the two is to give enterprises a strong competitive edge.
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