Competition varied by category and geography, however none was as global and
comprehensive as Gore is.
The key to the success of GoreJs competitive strategy is the fact that the company continued
to adapt the uniqueness of Gore-Tex into so many different species. Today, Gore has more
than 1,000 different products with applications in industries varying from
clothing, to medical devices, to electronics. Hence, it has diversified its risk enormously as a
company holding. Another aspect of GoreJs competitive strategy is that they never bent to
price wars, as they believed war in that business is not a matter of pricing.
Gore did not only act on the above levers to face mounting competition but decided to invest
in operational efficiencies and downstream operations in order to strengthen its position.
At the end of the nineties, there was the realization that having grown to the current size and
being in increasingly competitive environment, Gore needed to adopt practices of
operational efficiency to sustain its profitability.