Business Thinking for Designers

A. Where does the company play? – Which customers, 
territories, and channels (e.g., box stores, online, phone, 
etc.) will the company target?
B. How does the company win? – What will the company do 
to create a competitive advantage for itself?
Figure 2-1: Porter’s Generic Strategies

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Explore business concepts
When Dell and Apple determined their respective strategies, 
they chose different types of customers, channels, and 
methods to win their share of the market. The answers to these 
two strategic questions also inform whether a company or 
product is focused on growth or profit.