#19 Comprendre les stratégies génériques de Porter

According to Michael Porter, a company's strategic positioning should be considered in terms of two alternatives called generic strategies. These two mutually exclusive options are, on the one hand, the cost leadership strategy (and therefore price leadership), and on the other hand, the differentiation strategy. Two principles must be understood beforehand. The first principle is that positioning should be considered Strategic Business Unit (SBU) by SBU if the company is diversified and therefore present in several SBUs. The second principle, which helps to understand the matrix presented in this video, is that these two generic strategies can be applied either to the market as a whole or to a specific market segment.