Discuss Mile and Snow’s typology of four business strategies Flashcards Preview

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Discuss Mile and Snow’s typology of four business strategies

1. PROSPECTOR
2. DEFENDER
3. ANALYZER
4. REACTOR

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1. PROSPECTOR

o Values being a “first mover” in a new product and market areas, even if these effort don’t provide to be profitable

o Responds rapidly to early signals in areas of opportunity

o Stimulating and meeting new market opportunities, may not maintain strength over time

Example: Ozemail < Microsoft outlook

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2. DEFENDER

o Attempts to locate and maintain a secure position in stable product or service area

o Offers limited range of products or services compared with competitors

o Tries to protect its domain by offering lower prices, higher quality or better service than competitors

o Not at the forefront of technologies

Example: West Elm furnishings

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3. ANALYZER

o Different to defender due to uptake of tech, unlike defender

o Attempts to maintain a stable limited line of products of services but carefully follow a selected set of promising new developments in the industry

o Often a second or third entrant in product markets (related to existing market base)- enters will differentiating feature such as lower cost or higher quality product

Example: Beaumont Tiles

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4. REACTOR

o Lacks well defined competitive strategy

o Not consistent with product market orientation

o Not aggressive in marketing

o Responds primarily only when it focuses on environmental factors

Example: Small inexperienced companies