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Cougars Case VRIO Analysis

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Numerous areas can be identified where FG has a competitive edge over its rivals. These locations would be analyzed making use of the Cougars VIRO structure where the 'worth', 'inimitability', 'rarity' as well as organization' of FG would certainly be assessed in terms of its contribution towards its one-upmanship. The framework has actually been displayed in appendix 3.

It can be seen that FG is supplying a value-added product, which is not simply a method of getting high margins for the business, however is valuable for the consumer too. Smoked seafood items are looked upon as value-added products and so FG is absolutely using value to the marketplace and to the entrepreneur in the kind of high saving capacity from fish items. Also, FG's capacity to generate original Asian passionate smoked seafood products can be considered an unmatched skill.

The business has put obstacles to entry for brand-new participants by motivating consumers to be requiring in terms of requesting their preferences. Not only has this made the service unusual, it has boosted the expense of entry for niche players considering that FG's diversity as well as versatility can not be matched by brand-new participants in the brief run. This highlights an additional point of inimitability.

The fact that the business is not product-orientated but is a market-orientated organisation which is flexible sufficient in its capability to get used to vibrant market scenarios recommends that its way of arranging services is definitely its competitive edge. Along with this, the business is organized so that it has less dependence on importers as well as trading business which adds to its competitive edge as an organization in a market where smoked fish products need to be imported from other countries.

Along with these factors, FG's long term relationships with its consumer that has actually resulted in brand commitment from their side and the former's constant support of quality control to maintain this brandloyalty is an additional element offering it an one-upmanship.

As per the Cougars VIRO framework, if a firm's sources are important but can be imitated quickly, it may have a short-term affordable advantage. A continual competitive advantage would certainly result from resources which are valuable, uncommon and also pricey to mimic while at the exact same time the company has the capability to arrange these for an ideal advantage (Rothaermel, 2013). In FG's case, it can be seen just how a continual affordable advantage is possible via the company's flexibility, market-orientated strategy, received long-termrelationships and innovative abilities of the business owner. These factors have currently been discussed in the Cougars SWOT analysis as interior toughness.