Beating Low Cost Competition How Premium Brands can respond to Cut-Price Rivals

Lowcostcompetitors,whooffer“goodenough”productsandservicesatveryattractiveprices,arecurrentlysignificantlyimpactingthebusinessesofmanyleadingcompanies,andsomearestartingto“moveup”tochallengethetraditionalcompaniesintheircoremarkets.It’sonlyamatteroftimebeforemostcompanieswillfeelthepressurefromtheseaggressive,cut-pricecompetitors.BeatingLowCostCompetition?offersastep?Cby?Cstepstructuredapproachtohelpexecutivesintraditionalcompanieswithpremiumbrandsthinkthroughtheoptionsforrespondingtotheirlowcostrivalsandselectthemostappropriatestrategytowinintheirchosenmarkets.Byexaminingawide-ranginggroupofcompaniesfromaroundtheworld,AdrianRyansprovidesnumerousexamplesofhowdifferentcompaniesindifferentindustrieshaverespondedtolowcostcompetitorsandanalysestheeffectivenessoftheirstrategies.Healsodiscussestheleadershipandculturalchallengesthatmanycompaniesarefacingastheytakestepstorespondtotheirlowcostrivals.Ultimately,theinsightsgainedfromthisbookwillleadtobetterandmoreprofitablebusinessdecisions.?AdrianRyansisProfessorofMarketingandStrategyatIMD,Lausanne,Switzerland.HehasdesignedandtaughtonexecutiveprogramsfororganizationsinNorthAmerica,Europe,AustraliaandAsia,includingGE,BankofMontreal,Medtronic,Deloitte,Borealis,Saurer,Vestas,IBM,Boeing,NationalSemiconductor,BioWare,ASML,Holcim,Varian,Hoechst,Amgen,Fluke,LSILogic,HutchisonPortHoldingsandQualcomm.Hehasalsoactedasaconsultantforanumberofleadingglobalcorporations.,