In fact, the elements (a) to (f) described above make up a static positioning of where the company wants to be and could just as well be described as a business model. Most of the examples used by Porter and other strategy writers tend to describe static business models, for example IKEA, Southwest Airlines etc. (Yip, 2004). Ikea and Southwest are both cost-based focusers, for example, but Ikea's focus is based on the needs of a customer group, and Southwest's is based on offering a particular service variety (Porter, 1996).