Academic Paper from the year 2016 in the subject Business economics -
Business Management, Corporate Governance, grade: 1,3, University of
Sunderland, language: English, abstract: This work examines various
theories and models, with the objective to ascertain sources of
competitive advantage. Furthermore, the report discusses the role of the
successful German organisation BIONADE GmbH, an innovative manufacturer
and distributer of privately brewed and organic refreshment drinks, in
the German market. In this regard the two major theories, the
positioning-view and the resource-based view of strategic management,
are discussed in detail. Michael E. Porter's well-known Five Forces
Model, it's utility in the field and views of the implementer play a
vital role of evaluation. In the German refreshment market, BIONADE is
the third strongest brand following Fanta and Sprite. The organisation
possesses of 6% market share of the entire non-alcoholic beverage market
in Germany. Thus the report addresses to BIONADE'S strategy, position in
the market and sources of competitive advantage and profitability. With
the help of well-known models, an analysis of the organisation's
resources and environment clarifies attractiveness of the industry and
beneficial, as well as unfavourable conditions. The stated models and
theories are adapted to explain and identify sources of the
organisation's success. In this regard, a significant aspect is the
organisation's differentiation strategy due to invention and uniqueness,
which describes the main source of competitive advantage. Finally, the
report shows that analysing the case of BIONADE, sources of competitive
advantages can be explained through both points of view, whereas one
seems more favourable by comparison. Before analysing competitive
advantages, the Five Forces Model in combination with a SWOT-analysis
provides a good basis concerning to the following analysis of strategy.
Relating to this, continuous long-term success of
