These in turn were connected to standardised fleets of 737s which correlated with low ticket prices. In their model, frequent reliable departures are connected to 15-minute gate turnarounds. They built a value chain that was highly successful, leading to impressive growth in profitability. The example that’s often given is the activities of Southwest Airlines. It connects your value proposition to the activities of your organisation that enable you to deliver this value proposition better than any competitors. In a nutshell, an Activity Fit Map is a diagnostic tool to identify your company’s competitive advantage. It’s so satisfying to see their ‘Eureka’ moment as the scales fall away from their eyes! For the first time, they can properly visualise their business model in glorious technicolour. The beauty of this tool, developed by Michael Porter in the mid-80s, is it takes our clients on a journey of discovery. When we ask our clients about their differentiators, they’re often wrong. Assumptions that they’ve made just don’t hold up when we dig down into the details of their business. This is where an Activity Fit Map can really help. It’s something we use all the time to bring clarity. And often, they’ve no clear handle on what it is that makes them unique. Yet many businesses try to be all things to all people. Being different will help your company develop unique niches within competitive markets and enable it to thrive. Nobody would argue that differentiation is important. What is it that differentiates your business from others in the same space? Do you know immediately or is your answer a bit vague? Sometimes it’s not as clear-cut as you might think. HOW AN ACTIVITY FIT MAP WILL SET YOUR BUSINESS APART FROM YOUR COMPETITORS
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