Page 129 - NITI - Navigating Indian Traditions in Industry

maintain its competitive edge and position as a leader in the automotive industry.

5. Blue Ocean Strategy (Sustainability and Long-term Positioning):
The Blue Ocean Strategy, which encourages companies to create uncontested market
space rather than competing in existing industries, aligns with Dhruva’s principle of
establishing a strong, sustainable position. By creating a “blue ocean,” companies can
position themselves away from intense competition, thus securing long-term stability.
Example: Tesla: Tesla exemplifies this strategy by positioning itself as a leader
in the electric vehicle market. Rather than competing directly with traditional car
manufacturers, Tesla focused on creating a new segment of electric cars, capitalizing
on sustainability trends, and establishing a strong foothold in the renewable energy
sector. This long-term positioning has allowed Tesla to maintain stability and growth
despite market volatility.

6. Defensive Strategies (Defensive Marketing and Positioning):
Defensive strategies, such as those used in marketing and branding, are directly
linked to Dhruva’s emphasis on protecting one’s position. In business, defensive
strategies aim to secure market share and create barriers to entry for competitors,
ensuring the company’s stability.
Example: Microsoft: Microsoft’s continued dominance in the operating systems
and productivity software markets can be linked to its defensive strategy of creating
high barriers to entry. By maintaining its stronghold in both business and consumer
markets, and through strategic acquisitions (such as LinkedIn), Microsoft has secured
its position for the long term.

7. Sustainability and Corporate Social Responsibility (CSR):
Sustainability and CSR practices focus on ensuring long-term stability by managing
environmental, social, and governance (ESG) factors. These practices mirror Dhruva’s
teachings by helping companies position themselves responsibly in the marketplace
and ensure sustainability.
Example: Unilever: Unilever’s commitment to sustainability, through its Sustainable
Living Plan, reflects Dhruva’s principles. By focusing on responsible sourcing, reducing
environmental impact, and improving social welfare, Unilever has ensured the long-
term stability of its brand, positioning itself as a global leader in sustainable business
practices.

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