The
competency in competitive advantage and differentiation are important for every
business no matter scale, product invention would be considered as well for
being able to assist in establishing a successful positioning strategy. The
company can differentiate its product to not just the high or low end of the
market, but any consumer can find a path to purchase of any grade product. This
being done can create a competitive advantage, multiple areas of the market
being covered by one company can make it difficult for competition to forecast
business. Going green with production is a chance to innovate technology and
process that has not been cornered yet and opens market options further to the
company.
The
company is seeking ability to produce product by involving more green process
in production. If the company also takes in the research and development part
of that “green process” they can take and patient or retain rights to any
technology that is created through it and market product based on that. If a
company claims to product using a percentage of wind energy, they may be
investigated by legitimate organizations and in found making false statements
about this will lose business. Our business will have the greener options of
waste reduction available and seek to reduce it continuously until a zero-waste
goal can be reached.
The
green message will strongly outline the positioning strategy for the company.
The high end of the market with consumers having the cash flow to support the
development of green processes. Investors are often consumers and can help with
the development cost of funding a low waste production line. Our customer is
environmentally aware and will see advertisement for our product and wonder if
we are adhering to the standard the public has set. The production department
has set goals of waste production decrease of five percent a year. Energy needs
will begin with existing technology and process to transition the company mind
set to green.
Our
being set apart from our competion opens us to new competitors that have been
in the market a bit longer. We want to have the customer able to see us in the
green market but not forget us in the high end sustainable market as well. Our
product can cost more, and the customer knows it goes into the sustainment of
the environment and can have reassurance about their investment into the
product. Creation of a competitive advantage can help the enterprise of the
business market in a positive manner, the enterprise capital can be valued low
or high depending on the local market to the product. The company will need a
firm understanding of doing business on the environmentally friendly side of
the fence, basing all start points in the recyclable mind set will put the
business where it needs to be fundamentally.
Stakeholders
and shareholders can be reassured where their investment and return will come
from, most when environmentally considered are using to making donations along
with being invested in the company they are giving to for environmental research
or preservation. The value of the product is going to be customer driven in
this market, how much do they want to contribute to the goal of more green
production? Society usually wants to see the environment protected and
preserved. Most companies can agree though most often violate, the general
accepted waste levels and methods for proper disposal.
The
positioning strategy I would submit to the company would be from an inclusive
mindset, all leaders in the company should have inclusion into the creation of
the strategy so they can better disseminate this to the individuals throughout
the company. I would encourage every board member and manager individually in
the company to help their subordinates to foster more into the renewable
support and supply chains in the company. Getting the workforce behind the
company to consciously make decisions based on the green production idea we are
chasing, will keep cost down and increase our investments. Truly keeping the
environmental friendly production is a simple business model away from a
company the customers can get behind. Board members will have a community of
employees that want to be a part of what the company is doing, and the
customers doing so by their purchase of the product. Choosing not to purchase
from a competitor based on their environmental impact sends a message that can
help with the branding and image of our company that will have a good place in
the customer mindset and promote sale.
