Page 1: Introduction
A successful company understands the nature of the environment in which itoperates, and manage to identify how best to gain a competitive advantage over rivals.
This is established by firstly carrying out an audit of its existing position. It must then identify key changes needed to sustain a competitive position in the future, known as competitive strategies.
This case study outlines how Bryant Homes, one of the UK’s leading home building
companies, has developed a competitive strategy by:
- identifying areas of weakness and of strength
- identifying changes in its competitive environment
- building forward-thinking strategies to exceed the expectations of all its stakeholders.
A major difficulty facing homebuilders in recent years has been the government’s insistence on a change in emphasis in local development plans. There is a move away from building on greenfield sites and a new emphasis on urban renewal and new housebuilding on brownfield sites. For Bryant Homes, this has created a fresh challenge: how best to make its higher density brownfield homes distinct from rival offerings so that it stays ‘ahead of the game’.