Strategy in action
Porter’s characteristics are those factors used by managers in order to ensure healthy competition. Interfirm rivalry is extent of competition between different companies (Markman et al, 79). Different companies compete in order to ensure that profit is maintained through encouraging more customers. Healthy competition ensures that firms are able to remain efficient in the market and they are able to produce quality products for the customers. Rogers Chocolate industry faces interfirm rivalry from its major competitors. The brand image of the company is not liked by customers outside Victoria. This makes Rogers Company remain disadvantaged over its competitors since it still uses its traditional brand image. Changing the brand image is one if the measures which will enable the company to have a healthy competition with other chocolate companies in the market. Rogers’s Company manager is willing to ensure growth in the company through changing the organizational culture of the company. The board of directors and employees should remain dynamic to these changes if success is to be achieved in order Rogers Company to outshine its competitors (Zietsma, 12). According to Zietsma (2007), the company should accept the risks that occur after change is brought in a company. Conflict between managers in the company has resulted to unhealthy competition therefore managers should work together towards achievement of the company. Healthy competition entails use of strategies which will ensure success and outshining of the other competitors. Good and affordable prices also encourage good competition thus prices should be moderated and low in order to attract customers. The power of buyers is one of the porter’s characteristics which should not be ignored. The company should ensure that its prices are affordable to its targeted customers and this will ensure success.
Rogers’s major competitors have good brand image as a strength thereby remaining ahead of Rogers which uses traditional brand image. Their prices are relatively low and affordable to all type of customers unlike Rogers whose prices are relatively higher. Other competitors use online business which is a modern type of business and thus ahead of Rogers. Rogers’s managers are encouraging use of online business in order to ensure healthy competition between other companies in the market (Zietsma, 11). Unlike other competitors Rogers serves its customers with a sugar free chocolate which ensured it remained popular among its customers thus being strength in the company which enabled it remain successful in the market. Rogers should therefore produce more unique products for it to remain successful in the market. Exceptional and quality modern goods will not only maintain its popular customers but attract more customers as well. In order to ensure healthy competition the company should manufacture more products in order to extend its product line. Leadership is a key factor in ensuring success thus Rogers Company should encourage good and efficient leadership if success is to be achieved. Qualified and successful leaders promote success in the organization. Advertising is one of the factors that promote success in a company thus Rogers uses advertising as one of the means to reach customers. Major competitors use television as one of their main advertising agent (Zietsma, 8). Rogers use television as a minor advertising agent thus is not able to reach most people since most people use televisions in Victoria. Thus Rogers should use television advertisement and radio advertisement for it to reach most of the people. Thus competition should remain healthy in a company if success is to be achieved.
Work cited
Markman, Gideon, and Phillip H. Phan. The Competitive Dynamics of Entrepreneurial Market Entry. Cheltenham: Edward Elgar Pub, 2011. Internet resource.
Zietsma. C (2007) Rogers Chocolate (A)
