marketing management competitive threats paul dishman, ph.d. department of business management...
TRANSCRIPT
![Page 1: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/1.jpg)
Marketing Management
Competitive Threats
Paul Dishman, Ph.D.Department of Business Management
Marriott School of Management
Brigham Young University
Lecture 20
![Page 2: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/2.jpg)
Paul Dishman, Ph.D.
Marketing Management
Western Approach to Strategy
• Find Strengths to Match Opportunities
• “The most profitable match of company strengths with opportunities presented by the marketplace which would provide long-term advantage.”
![Page 3: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/3.jpg)
Paul Dishman, Ph.D.
Marketing Management
Porter’s Model
• Competitive Advantage: Creating and Sustaining Superior Performance, Michael E. Porter, Free Press, 1985
![Page 4: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/4.jpg)
Paul Dishman, Ph.D.
Marketing Management
Porter’s Model
Competitive Advantage
CompetitiveScope
BroadTarget
Lower Cost
NarrowTarget
Differentiation
1. Cost Leadership 2. Differentiation
3A. Cost Focus 3B. DifferentiationFocus
![Page 5: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/5.jpg)
Paul Dishman, Ph.D.
Marketing Management
Kotler Model
• Market Leader
• Market Challenger
• Market Follower
• Market Nicher
Kotler, 1996
![Page 6: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/6.jpg)
Paul Dishman, Ph.D.
Marketing Management
Market Leader Strategies
• Expanding the Total Market– New Users– New Uses– More Usage
• Protecting Market Share
![Page 7: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/7.jpg)
Paul Dishman, Ph.D.
Marketing Management
Protecting Market Share
• Position Defense
• Flanking Defense
• Preemptive Defense
• Counteroffensive Defense
• Contraction Defense
![Page 8: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/8.jpg)
Paul Dishman, Ph.D.
Marketing Management
Position Defense
X X X X X X X
O O O O O O O
X X
![Page 9: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/9.jpg)
Paul Dishman, Ph.D.
Marketing Management
Flanking Defense
X X X X X X X
O O O O O O O
X X
![Page 10: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/10.jpg)
Paul Dishman, Ph.D.
Marketing Management
Preemptive Defense
X X X X X X X
O O O O O O O
X X$
<- Distributors
![Page 11: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/11.jpg)
Paul Dishman, Ph.D.
Marketing Management
Counteroffensive Defense
X X X X X X X
O O O O O O O
X X
![Page 12: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/12.jpg)
Paul Dishman, Ph.D.
Marketing Management
Contraction Defense
![Page 13: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/13.jpg)
Paul Dishman, Ph.D.
Marketing Management
Market Challenger Strategies
• Frontal Attack
• Flanking Attack
• Encirclement Attack
• Bypass
• Guerrilla Attack
![Page 14: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/14.jpg)
Paul Dishman, Ph.D.
Marketing Management
O O O O O O O
Frontal Attack (Pepsi to Coke)
X X X X X X X
X X
![Page 15: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/15.jpg)
Paul Dishman, Ph.D.
Marketing Management
Flanking Attack
X X X X X X X
O O O O O O O
X X
O O O
![Page 16: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/16.jpg)
Paul Dishman, Ph.D.
Marketing Management
X X X X X X X
O O O O O O O
X X
O O O
Encirclement Attack
![Page 17: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/17.jpg)
Paul Dishman, Ph.D.
Marketing Management
Bypass (Canon)
X X X X X X X
O O O O O O O
Xerox X
O O O O
O
![Page 18: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/18.jpg)
Paul Dishman, Ph.D.
Marketing Management
Guerrilla Attack (Formula 409)
![Page 19: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/19.jpg)
Paul Dishman, Ph.D.
Marketing Management
Market Follower Strategies
• Cloner- Imitator- Adapter
![Page 20: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/20.jpg)
Paul Dishman, Ph.D.
Marketing Management
Market Nicher Strategies
• Low Volume, High Margin
• Specialization– End-Use– Vertical-Level– Customer-size– Specific-customer– Geographic– Product or feature– Quality-price– Service
![Page 21: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/21.jpg)
Paul Dishman, Ph.D.
Marketing Management
Treacy & Wiersema Model
• The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market, Michael Treacy & Fred Wiersema, Addison-Wesley, 1995
![Page 22: Marketing Management Competitive Threats Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture](https://reader030.vdocuments.us/reader030/viewer/2022033100/56649f2e5503460f94c48538/html5/thumbnails/22.jpg)
Paul Dishman, Ph.D.
Marketing Management
Treacy & Wiersema Model
• Operational Excellence
• Product Leadership
• Customer Intimacy