Analysis of Dynamics Competitiveness by Using Strategic Groups Maps: Case of Furniture Industry

Literature Review

The challenge of competitiveness is one of the main concerns of business and activity in today's dynamic and environment (Dastaviz, 2016). Having appropriate strategy to enhance the position of business competitiveness is one of the today needs (Wan, Lähtinen, & Toppinen, 2015). According to competitive advantage model presented by Porter (1985), a competitive strategy takes offensive or defensive measures to create a suitable position in the industry to be successful in the competition of its business environment and thus to make faster the return on investment and to raise the rate of return (Jitpaiboon, Gu, & Patel, 2015). According to Porter's model, there are two basic competitive advantages, namely cost leadership and differentiation in products and services, which the third dimension of focus can be added to it by a closer consideration.