In eighteen pages this paper examines Aaker's Saturn case study in support of Porter's strategies that company success is bolstered through differentiation and low cost with competitive advantage also defined. Three sources are cited in the bibliography.
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to create and market the perfect product. As a result, many business gurus are coming forth with the variety of new theories that are being tested in the global
marketplace. These theories involve strategic management in many ways. This is why colleges are very focused on strategic management, strategic thinking, and strategic analysis particularly when it comes
to competition. Strategic management, competitive advantage and theories of Michael Porter, therefore, will be the makeup of this particular paper. This
tutorial paper will touch on a few topics that deal in the area of strategic management and competitive advantage. First, we will to find the concept of competitive advantage
and its importance in todays business climate. Second, we will provide an overview of Porters generic strategies, and how they apply in real-world business situations. Third, we will
examine Aakers theories of branding through his excellent article about Saturn Corporation, and well describe the manufacturer that managed to break the mold when it came to manufacturing a successful
car and marketing it to public. Finally, we will attempt to discuss Porters theories in light of Aakers case study and assertions about brand awareness.
The first factor that any paper of this type will need is a theme, or a thesis statement. The thesis statement is one on which the
rest of the paper will rest -- in other words, the rest of the paper will try to prove this thesis statement either true or false and the body of
this paper. In this case, we can formulate a thesis statement based on theories of Michael Porter and David Aaker, both of