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Table of Contents Table of Contents 1 Competitive Advantage 2 Cost Advantage and Differentiation Advantage 2 Resources and Capabilities 3 Value Creation 4 Airline Industry 5 EasyJet 5 Singapore Airline 6 Positioning of Good Quality: Superior branding 6 First Class services 6 Ever Improving Services: Market Leader Strategy 7 Electronic Ticketing 7 Internationalisation of the Services: International marketing 7 Southwest Airlines 8 Cost Focus 9 Innovation 9 Competitive Advantage Cost Advantage and Differentiation Advantage Competitive advantage is created by using resources and capabilities to achieve either a lower cost structure or a differentiated product. A firm positions itself in its industry through its choice of low cost or differentiation. This decision is a central component of the firm's competitive strategy. Another important decision is how broad or narrow a market segment to target. Porter formed a matrix using cost advantage, differentiation advantage, and a broad or narrow focus to identify a set of generic strategies that the firm can pursue to create and sustain a competitive advantage. Source: http://www.acorn2oak.co.uk/porter's_matrix.htm When a firm sustains profits that exceed the average for its industry, the firm is said to possess a...

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