Having a position vs being a commodity

Tuesday, June 05, 2012 Francisco Carneiro 0 Comments

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Inditex, owner of the Zara clothes brand, has overtaken Telefónica to become Spain’s most valuable listed company as market turmoil shaves billions from the capitalisations of the country’s more established corporations.
The Galicia-based retailer, 59 per cent owned by its founder Amancio Ortega, Spain’s richest man, overtook the telecoms operator on Tuesday. The retailer closed with a market capitalisation of €43.1bn, almost €1bn more than Telefónica.

http://www.ft.com/intl/cms/s/0/18216e6a-a961-11e1-9972-00144feabdc0.html#axzz1wtos3qz5

PS This is the difference between being a commodity (Telefonica, Repsol, Endesa, Santander) and having a product, a position in the mind of the prospect. Zara stands for something (Cheap, trendy clothes), Telefonica no. If you have a strategy like everybody you will probably share the destiny of all your peer’s. Execution, the mantra of the 90’s is good when there is business for all. When you have to fight for business is better that your strategy is not “execution”.

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