دراسة نقدية لإستراتيجيات Porter التنافسية

Abstract EN

The field of marketing competitive strategies ranks among the most important fields in terms of management research.

Porter’s works have attracted scholars worldwide.

In his research porter has discovered (03) essential competitive strategies: Price leadership is based on decreasing the production expenses, distribution and promotion.

These strategies will enable campanies to launch competitive lowprice products.

The main parameters of this strategy are training and experience, timing, the exploitation of the production capacities, the scale economy, and the relation between the business strategy units.

The second strategy developed by Porter is the differentiation which is based on the principle of giving the products some exceptional aspect compared to the others .The main parameters of this strategy are the differentiation on quality, product longevity, packaging, the distribution network and the brand image.

The third strategy is the concentration that involves the company’s focus on only one segment of the market.

This means a limited number of customers with the same homogenous needs.

Knowing how to handle these strategies allows a company to defend and protect its market share.Yet Porter’s ideas are facing some critics due to his insisting on the condition that the company in question must not be in “a mid-choking” position, this means that the company should follow only one strategy without confusion.

Yet we have seen cases where companies followed (02) strategies at the same time and reached a better position than the competitors.

Finally this study is based on the critics towards porter’s works and should be followed by some analysis in order to be validated or invalidated