Strategic Management. Analysis of the Business Model and Competitive Advantage of Bionade GmbH

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 BIONADE can be achieved by further improvement and reinforcement of differentiation.