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18/04/2014 05:20:14 PM

DELTA model-Toward a Unified Framework of Strategy

Introduction

In the theory of general management and strategic management in particular . Formed the foundation for business strategy are rooted in competing theories of Professor M.Porter

Michael Porter said that the construction work for the administrators of the organization derived from the analysis of the sector as defined center strategy . In view of M.Porter , industry structure will explain different performance of the business . On the other hand , Porter considered the fastest-growing sectors such as pharmaceuticals exists growing demand for high profits and low growth sectors such as inertia is always subject to a lower profit .

In the language of economics , a company is considered successful when it became the company 's unique position . In other words , in a branch or in different segments , the company let her build a strong position in exclusive company .

With such views should, M.Porter gave 2cach competition for business is low cost and differentiation . Most executives in the '80s have agreed with this view . The cost of pilot achieved when companies follow to achieve economies of scale , simplifying the manufacturing process and achieve certain level of market share that will help companies exploit the economic effect curve experience and learning effects . The differentiation is understood that customers realize higher value products and unique. differentiate the brand image design , technology , features , customer service , distribution network .

Strategic placement of low cost and differentiation is central to product characteristics economical . This is a common approach in modern business , inherited many of the Delta model .

Instead of seeking profits , resource-based perspective shifted way to the business. resource-based perspective seeking value derived from the resources , capabilities , core competencies . Instead of exclusively theories , a company is considered to be different when it reaches resources valuable , rare , difficult to imitate , can not be replaced .

Although this theory has raised a conflict but it still has a strong contribution to the development of business strategy .although there are differences in the measurement strategy , however we have the additional problem for another. However, both aspects are still lacking on the customer side . In view of M.Porter clients in just a year of power and how businesses have to overcome .Meanwhile , customers are not mentioned in the resource model .

The approach of the Delta model

Delta model is the model of choice of strategic positioning of the company Arnoldo C. Haxauthor . C. Hax for that customer is the key to all activities of the company . Serving customers must comply in different ways if the company wants to achieve the superior performance. This is in marketing terms as to attract , satisfy and maintain customers . The foundation is the classic strategy emphasizes product orientation .competitors with the same product based on the results of the best companies . As a result, most companies are product -centric direction for all activities . The cohesive in the intertwined activities in the economy opens up opportunities to create competitive position based on the structure of the customer relationship . A business unit can form strong linkages , knowledge , and close relationships are considered customer satisfaction . Satisfaction is here understood as driven directly or indirectly to customers through an intermediate stage where customers can access

The focus of this model is based on the coherence of values ​​rather than direct competition . Each organization when developing their strategic options strategic competitive differentiation based on system economics . The system has 03 strategically chosen are: the internal structure of the system , comprehensive customer solutions , product optimization .

• Product optimization

With the choice of optimal product positioning , ie your company for strategic choices for the best products , find the best quality , distinctive and outstanding than the same products in the market , meet consumer tastes , or find a low cost product to attract the attention of customers . However, differences will sometimes have difficulty forming source of sustainable competitive advantage is easily imitated Besides , the product cost will be the best selling price and this also get customers interested in the company's products more, find outstanding products or products with low cost ... etc. will enhance revenues and their profits . With the formation of the mixed opinions for strategic choices for this angle triangle . Enterprises wonder why this feature is selected the only option .the other fake goods Requirements comprehensive enterprise approach to different customers . As the system approaches the internal position requires businesses to achieve industry standards .

• Comprehensive Solution customers

With its strategic positioning in order to customers , the company will put customers' factor first how to best serve the requirements of different groups of customers . the develop new customers , the company must seek to retain existing customers , customer target , measures have good customer care , attention to the wishes customer wants to have the product in accordance with requirements satisfied customers The best that can generate customer loyalty for companies .

• Internal system

Internal strategic positioning systems to effectively operate the best system performance improvement systems integration, additional components ... etc. . Since then , the target system architecture elements identified in the system leading to complete additional target systems . If strategically positioned internal priority system will emphasize the specific support for the improvement of the system architecture .

Conclusion:

The Delta model applied in strategic management business to find a competitive advantage , especially in product , customer , market , lowest cost , optimum profitability of each company ... etc. . However, we often difficult to calculate accurately the operation of his business , so we should consider options and angles in the coordination model to achieve the highest efficiency

Trinh Le Tan