competitive marketing

7/30/2019 Competitive Marketing

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An attempt to answer one basicquestion:

What is the profile of each competitor?

What is each likely to do?


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Comparing relative strengths andweaknesses in capabilities/ competenciesvis--vis competition

Monitoring competitor actions

Warning management of rival moves andcountermoves, actual or contemplated

Developing competitive strategies tosafeguard competitive edge


4/18

Helps monitor competitors actions and analyzetheir CA

Helps develop counter strategies

Helps identify neglected or emerging marketsegments

Helps Identify optimum marketing mixes

Assists in decisions to add/drop/modify a product

Helps develop more accurate strategic plans

In the next 10 to 15 years, collecting outside information

is going to be the next frontier- peter Drucker


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Conception of product?

Needs tracing?

Before the birth of competition? During internal external analysis?

Strategic importance of relativity


6/18

Intelligence is pre-requisite for strategyformulation BUT it is never a substitute for

good judgment and it is important only tothe extend that it is believed and deals with

real issues for management.


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Gauging capabilities and core competencies

Details about product lines

Technology

Financial statements

Financial resources

Physical resources

Man power Quality of management and their philosophy


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The meaning of all the easily availableintelligence

Determining intentions Evaluating future moves


9/18

Bias can cloud your interpretation of intelligenceinformation

Forcing the evidence to fit preconceptions

Being hostile to evidence at odds with beliefs

Predicting the most feared competitive intentions as a

defense to any future post mortem

As a way of getting support for a favored strategy


10/18

What they say about themselves

What others say about them

Media coverage Past record

Online

Mystery shopping Publications and case studies


11/18

Milking potential recruits

Picking the brains of employees at conferences Hiring people away from competitors

Encouraging key customers to talk

Grilling suppliers

Hiring consultants to interview competitors

Analyzing labor contracts

Studying photographs

Doing reverse engineering Getting clues from advertisements and other brand

cues

Buying garbage


12/18

Company website

Clients websites

Product reviews Articles and publications

Databases

Social networks


13/18

Ability to conceive and design

Ability to Produce

Ability to market Ability to finance

Ability to manage


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15/18

Case:

It is 9:05am Thursday morning. A dead

body was found in faculty parking lot. 4detective teams are hired to investigatethe case


16/18

Birthday point

CR 11

Student car park

Language Lab

Research Lab

Exam branch

Faculty room Fish pond

Accounts office

Library

Conference Room

Store room

Table tennis area

Dean office


17/18

Asifi

DD Admin

Tahir Saab

Arif Bhai

DCE Col saab

Ashiq saab

Faisal Sarfarz Bhai

Javaid Chacha


18/18

Laptop

CPU

Telephone

Vase

Rope

Photocopy machine

Stapler Notice board

Table lamp

competitive marketing

Documents