L AVANTAGE COMPETITIF COMPETITIVE ADVANTAGE. Activity 1

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1 L AVANTAGE COMPETITIF COMPETITIVE ADVANTAGE Activity 1 Document 1 ipad Source : Nature : extrait du site internet d Apple Surf on the internet to discover Apple products (choose the English presentation). Name some of the products sold by Apple:

2 Activity 2 Source : YOU TUBE : Nature : video (itnnews) Durée : 1:39 APPLE ipad IS AN INCREDIBLE EXPERIENCE» 1 Who is presenting the IPad? Explain 2 List the adjectives used to describe the ipad What do you think about the choice of keywords? 4 Describe the IPad in your own words.

3 Activity 3 TOYOTA GREEN TECHNOLOGY Toyota has invested in hybrid vehicles* and is now a leader in the automotive industry. Toyota possesses a competitive advantage through the value of its green image. *A hybrid vehicle is a vehicle that combines two or more power sources to move the vehicle: electric and petrol for example 2010 Toyota Prius Source : Wikimedia commons images Toyota: How the Hybrid Race Went to the Swift Toyota not only has higher profits than any other automaker but also enjoys the best reputation for producing clean-running, fuel-efficient vehicles. Its gas-electric hybrid Prius is a public relations juggernaut As Toyota prepares to motor past Ford as the world s second largest carmaker, it has become a textbook case on how a green reputation delivers a competitive edge Business Week ) Introduce the organization and the products mentioned in the article.

4 2) To succeed in the automotive industry what did the company invest in? 3) Explain the role of technology in competitive advantages ) Using what you know and the examples below, identify the different sources of competitive advantage: - technology - product - cost LED RYAN AIR IPAD BIO PRODUCTS

5 Activity 4 APPLE PRODUCTS 1) Match the pictures with the right text. 2) Find the year when each product was launched on the market. 3) What can we conclude about Apple and innovation? iphone ipod Year: Product: Source : Wikimedia commons images. ipad Year: Product: Source : Wikimedia commons images. itunes Year: Product: Source : Wikimedia commons images. Year: Product: Source : Wikimedia commons images.

6 Product 1 gives you from 2 GB to160gb of storage capacity, good for up to 40,000 songs, 200 hours of video, 25,000 photos, or any combination. And you get up to 36 hours of battery life, so you can keep on rocking for a long, long time. Product 2 gives you the best way to experience the web, , photos, and video with just the touch of a finger. All on a big, multi-touch screen. Product 3 is more than just a phone. It combines three devices in one: a revolutionary mobile phone, a widescreen ipod, and a breakthrough Internet device. All that and more makes it the best phone you ll ever use. Product 4 is a free application for your Mac or PC. It organizes and plays your digital music and video on your computer. It syncs all your media with your ipod, iphone, and Apple TV. Allowing you to store ipod touch, iphone, and Apple TV on your computer, it has everything that you need to be entertained.

7 Activity 5 COMPETITIVE ADVANTAGE AROUND THE WORLD The goal of many companies around the world is to achieve a sustainable competitive advantage. Surf on the internet and fill-in the chart below. Nationality Sector of activity Innovation BMW SAMSUNG APPLE RYAN AIR COCA COLA

8 Activity 6 Apple ipad sells 300,000 on debut Apple says it sold more than 300,000 of its latest product, the ipad tablet computer, on its launch day in the US. The figures for Saturday included pre-orders of the device, as well as sales at Apple stores across the country. The ipad is not yet available in other countries, but will be on sale in parts of Europe, Canada and Australia by the end of April. It is retailing in the US at $499 to $829 ( 328 to 545). European prices have not yet been announced. Apple said that ipad users had downloaded more than one million applications from its app store and more than 250,000 electronic books. The first generation model has wi-fi but not 3G connectivity. Apple chief executive Steve Jobs said in a statement that the touchscreen device was "going to be a game changer". Queues for the new ipad's launch day were considerably smaller than the crowds which gathered for the iphone's debut in July 2007, according to reports. On the iphone's launch weekend in the US, it was reported that up to 525,000 phones had been sold. Source : From BBC NEWS (2010/04/05) 1) Present the organization

9 2) Who is Apple s Chief executive? 3) Compare the number of iphones and ipads sold on arrival on the market. Explain.... 4) Can you name some of Apple s competitors? ) Using the information in the text and your knowledge, explain Apple s success. 6) Define what a competitive advantage is ) Name an author who wrote books about competitive advantage.

10 Activity 7 A produire par les élèves : 1 fiche auteur Titre : Michael Porter Source : les élèves recherchent sur internet des informations sur l auteur Nature : réaliser une fiche auteur 2 annonce radio à réaliser sur le lancement d un nouveau produit 3 affiche publicitaire à réaliser sur le lancement d un nouveau produit

11 Activity 8 Explain what a competitive advantage is.