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Constraints

NOT NULL CONSTRAINT -    Ensures that a column cannot have a null value. DEFAULT CONSTRAINT -    Provides a default value for a column when none is specified  UNIQUE CONSTRAINT -   Ensures that all values in columns are different  CHECK CONSTRAINT -   Makes sure that all values in a column satisfy certain criteria  PRIMARY KEY CONSTRAINT -   Used to uniquely identify a row in the table  FOREIGN KEY CONSTRAINT -   Used to ensure referential integrity of the data  Primary Key - is used uniquely to identify each row in a table . It can consist of one or more columns on a table . When Multiple columns are used on a table it is called composite key.  Foreign Key - Foreign key is a column or columns that references a column most often primary key of another table . The purpose of foreign key is to maintain referential integrity of the data. Pg admin  Data base - training - right click on training - query click  Always add semi colen to run the query  Int - integer  varchar - variable charact
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Porters Generic Strategies

3 KINDS of GENERIC Strategies 

1. Cost leadership - Jio offered there services at a very low price . In lot of industries it is not possible to cut down at a certain extent .  

2. Differentiation - Differentiation works if cost does not work. Your product should be different from what other competitors are providing.

3.Cost focus and Differentiation Focus

in every industry what works is competitive advantage , whenever you are becoming against competitors its advantage .

# Cost leadership - Its a strategic decision , if you are able to counter competition , you can market your product . LOW COST COMPETENCY

A) Economies of scale - Saving in cost by an increased level of production .

B) Proprietary Technology - Owning of technology , the competitor will not be able to give the technology. If its your own technology you need not pay it to some outsourcer , which will save money . 

C) Cheaper raw material - If you have cheaper raw material , with good quality , if denim is coming from my own company , my cost of production will go down , i will not pay any markup .

D) Lower cost of Processing - Less processing helps in cost advantage .

E) Lower product delivery cost - Delivery from factory to warehouse , to wholesaler to retailer to your home , so lowering it by streamlining , factories in a good strategic location , using right kind of logistics.

# Differentiation - Offering different product , creating or establishing a point of difference between you and your competitor . UNIQUE COMPETENCY

By giving a different product only (Tagz Chips)

By giving different delivery system  (Zepto delivery in 15 minutes) (Tupperware - housewife, part time worker)

By using different marketing approach (Eco friendly packaging)

# Focus - The third strategy is focus which involves cost leadership or differentiation within niche market (smaller).  If you narrow your target market , you focus on smaller segment and that too focus on cost leadership or differentiation in a narrow segment .

FOCUS ON NARROW SEGMENT

In bag industry , i choose kids bag and partner with marvel and disney , which will not of general market that too kid , So I focus in differentiation market. - Differentiation Focus

Mobile phone for elderly people , there is need a mobile phone which is simple to use , I will not compete with everyone , for elderly people at cheap cost for this market segment.- Cost Focus

Firm chooses its narrow segments and tailors its offering , according to customer segments .






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