objectives
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©2000 Prentice Hall
ObjectivesObjectivesObjectivesObjectives
Identifying CompetitorsIdentifying Competitors Evaluating CompetitorsEvaluating Competitors Competitive Intelligence SystemsCompetitive Intelligence Systems Competitive StrategiesCompetitive Strategies Customer vs. Competitor OrientationCustomer vs. Competitor Orientation
©2000 Prentice Hall
Industry CompetitionIndustry CompetitionIndustry CompetitionIndustry Competition
Number of Sellers - Degree of Number of Sellers - Degree of DifferentiationDifferentiation
Entry, Mobility, Exit barriersEntry, Mobility, Exit barriers Cost StructureCost Structure Degree of Vertical IntegrationDegree of Vertical Integration Degree of GlobalizationDegree of Globalization
©2000 Prentice Hall
Analyzing CompetitorsAnalyzing CompetitorsAnalyzing CompetitorsAnalyzing Competitors
CompetitorCompetitorActionsActions
ObjectivesObjectives
Strengths &Strengths &WeaknessesWeaknesses
ReactionReactionPatternsPatterns
StrategiesStrategies
©2000 Prentice Hall
Competitor’s Expansion Competitor’s Expansion PlansPlans
Competitor’s Expansion Competitor’s Expansion PlansPlans
Markets
Pro
duct
s
IndividualUsers
Commercial & Industrial Educational
PersonalComputers
HardwareAccessories
Software
Dell
©2000 Prentice Hall
Hypothetical Market Hypothetical Market Structure & StrategiesStructure & StrategiesHypothetical Market Hypothetical Market
Structure & StrategiesStructure & Strategies
40%
Marketleader
30%
Marketchallenger
20%
Marketfollower
Expand MarketDefend Market Share
Expand Market Share
Attack leaderStatus quo
Imitate
10%
Marketnicher
Special-ize
©2000 Prentice Hall
Defense StrategiesDefense StrategiesDefense StrategiesDefense Strategies
AttackerAttacker
(3)(3) PreemptivePreemptivedefensedefense
(4)(4) Counter-Counter-offensiveoffensivedefensedefense Defender
(1)(1)PositionPositiondefensedefense
(5)Mobile
defense
(2) (2) Flank defenseFlank defense
(6) (6) ContractionContractiondefensedefense
©2000 Prentice Hall
Attack StrategiesAttack StrategiesAttack StrategiesAttack Strategies
AttackerDefender
(3) Encirclement attack
(4) Bypass attack
(2) Flank attack
(5) Guerilla attack
(1) Frontal attack
©2000 Prentice Hall
Specific Attack StrategiesSpecific Attack StrategiesSpecific Attack StrategiesSpecific Attack Strategies
Price-discountPrice-discount Cheaper goodsCheaper goods Prestige goodsPrestige goods Product proliferationProduct proliferation Product innovationProduct innovation Improved servicesImproved services Distribution innovationDistribution innovation Manufacturing cost reductionManufacturing cost reduction Intensive advertising promotionIntensive advertising promotion
©2000 Prentice Hall
““Nichemanship”Nichemanship”““Nichemanship”Nichemanship”
End-user specialistEnd-user specialist Vertical-level specialistVertical-level specialist Customer-size specialistCustomer-size specialist Specific-customer specialistSpecific-customer specialist Geographic specialistGeographic specialist Product or product-line specialistProduct or product-line specialist Product-feature specialistProduct-feature specialist Job-shop specialistJob-shop specialist Quality-price specialistQuality-price specialist Service specialistService specialist Channel specialistChannel specialist
©2000 Prentice Hall
BalanceBalanceBalanceBalance
CompetitionCustomer
+ Fighter orientation+ Alert+ Exploit weaknesses- Reactive
+ ID opportunities+ Long-run profit+ Emerging needs & groups
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