Description
Understand customers needs and wants
Identify current and potential competitors
Perform industry analysis, identify suppliers and common intermediaries
Understand your competitors
Determine competitor strategies (present and future)
Competitive Analysis
Competitive Analysis
and Product
and Product
Positioning
Positioning
Competitors
?
Direct competitors
Direct competitors
?
Indirect competitors
Indirect competitors
?
Local competitors
Local competitors
?
Cross-over competitors
Cross-over competitors
Identifying the Competitors -1
Product
Direct Indirect
Industry
Cross-Over
Local
Identifying the Competitors -2
?
Products’ feature and quality
Products’ feature and quality
?
CRM strategies
CRM strategies
?
R&D strategies
R&D strategies
?
Mareting mi!
Mareting mi!
"
Price
Price
"
Promotion
Promotion
"
Distri#ution
Distri#ution
"
$upply-c%ain management
$upply-c%ain management
Competitor Profiling — Eastman Kodak
Eastman Kodak Eastman Kodak
Purc%ase
Camera
Purc%ase
&ilm
'ae
Pictures
Digitally Manipulate
Pictures
Print and
Receive
Pictures
$%are
Pictures
$tore
Pictures
on CD
Purc%ase
Accessories
Do(nload and
C%oose Pictures
to Print
?
)P
?
*lympus
?
$napfis
%
?
Moto
P%oto
?
+eocities
?
$eattle
&ilm(ors
?
District
?
*foto
?
)P
?
Ado#e
$ystems
?
&u,i
?
camera(ors-co
m
?
$napfis
%
?
$%utterfly
Direct
Competition
Indirect
Competition
COMPETITIVE !"#$I$ %"O&$
O'T O% C'$TOME( !"#$I$
?
.nderstand customers needs and (ants
.nderstand customers needs and (ants
?
Identify current and potential competitors
Identify current and potential competitors
?
Perform industry analysis/ identify suppliers
Perform industry analysis/ identify suppliers
and common intermediaries
and common intermediaries
?
.nderstand your competitors
.nderstand your competitors
?
Determine competitor strategies 0present and
Determine competitor strategies 0present and
future1
future1
COMPETITO($ TO
CO!$I)E(
?
CURRENT
CURRENT
"
maret structure analysis maret structure analysis
"
perceptual analysis perceptual analysis
?
POTENTIAL
POTENTIAL
0potential entry of ne( competitors1
0potential entry of ne( competitors1
"
remain alert to t%eir possi#ility remain alert to t%eir possi#ility
"
depends on depends on
2
#arriers to entry #arriers to entry
2
e!pectations a#out competitive reactions e!pectations a#out competitive reactions
n E*ample+
'sing a Per,ept-al Map for Competitor nalysis
2 Lincoln
2 Cadillac
2Mercedes
2Chrysler
2Buick
2 Oldsmoile
A touc% of class 3 a car to #e proud to o(n
Practical 3 afforda#le 3 good gas mileage
Conservative
looing 3
appeals to
older people
&un to drive
3 sporty loo
3 appeals to
younger
people
2Porsche
2BM!
2Pontiac
2Che"rolet
2Nissan
2Toyota
2#!
2$ord
2%od&e
2Plymouth
.((IE($ TO E!T(# O%
!E& COMPETITO($
?
4conomies of $cale
4conomies of $cale
?
Lac of Product Differentiation
Lac of Product Differentiation
?
Capital Requirements
Capital Requirements
?
Access to Distri#ution C%annels
Access to Distri#ution C%annels
?
5uyer $(itc%ing Costs
5uyer $(itc%ing Costs
?
+overnment Policies and Regulations
+overnment Policies and Regulations
COMPETITIVE (E"TIO!$
?
CON$LICT
CON$LICT
?
COMPETITION
COMPETITION
?
COE'I(TENCE
COE'I(TENCE
?
COOPERATION
COOPERATION
?
COLLU(ION
COLLU(ION
CO!%"ICT &IT/
COMPETITO($
?
&ocus on opponent
&ocus on opponent
?
Maret is vie(ed as a 6ero-sum game
Maret is vie(ed as a 6ero-sum game
0one gains only #y taing from anot%er1
0one gains only #y taing from anot%er1
?
Competitors’ o#,ectives are mutually
Competitors’ o#,ectives are mutually
inconsistent
inconsistent
COMPETITIO!
?
&ocus on (inning somet%ing
&ocus on (inning somet%ing
0usually customers1
0usually customers1
?
Depends on
Depends on
"
maret attractiveness maret attractiveness
"
industry structure industry structure
"
commitment of competitors commitment of competitors
"
tec%nology required tec%nology required
"
product differentiation product differentiation
COMPETITO(
COE0I$TE!CE
?
7oring 'o(ard a +oal Independent of *t%ers
7oring 'o(ard a +oal Independent of *t%ers
?
Different 8ic%es of Maret Availa#le
Different 8ic%es of Maret Availa#le
COOPE(TIO!
?
Involves (oring
Involves (oring
toget%er to(ard a
toget%er to(ard a
common goal
common goal
?
'%ree main types
'%ree main types
"
Dyadic
Dyadic
"
9oint Activity
9oint Activity
"
Investment in a
Investment in a
'%ird Party
'%ird Party
T/(EE T#PE$ O%
COMPETITO( COOPE(TIO!
$ormal Coo)eration
%yadic *oint acti"ity In"estment in
third )arty
2 O+nershi)
2 Interlockin&
directorshi)
2 $ormal e,chan&es
2 (ucontractin&
2 Reci)rocity
2 Production
2 (ourcin&
2 R-%
2 Promotion
2 Consortia
2 *oint "entures
2 Trade
associations
CO""'$IO!
?
Cooperative 5e%avior Designed to
Cooperative 5e%avior Designed to
In,ure a '%ird Party
In,ure a '%ird Party
2
customers customers
2
suppliers suppliers
2
non-colluding competitors non-colluding competitors
2
general pu#lic general pu#lic
?
Can #e Direct or Indirect
Can #e Direct or Indirect
?
*ften Illegal
*ften Illegal
1T/E(I!1
COMPETITIVE )T
?
4sta#lis% information-gat%ering system
4sta#lis% information-gat%ering system
?
Identify your competitors
Identify your competitors
?
Perform a competitive audit
Perform a competitive audit
?
4valuate results of t%e audit
4valuate results of t%e audit
?
Regularly integrate into planning
Regularly integrate into planning
process
process
/O& )O #O' COMPETE2
?
O..ensi"e (trate&ies
O..ensi"e (trate&ies
"
Concentrate on t%e competitors’ relative
Concentrate on t%e competitors’ relative
(eanesses
(eanesses
"
: types
: types
?
%e.ense (trate&ies
%e.ense (trate&ies
"
+oal is to counter eac% offensive strategy
+oal is to counter eac% offensive strategy
"
; types
; types
O%%E!$IVE $T(TE1IE$
/0 $rontal attack
/0 $rontal attack
"
direct confrontation direct confrontation
"
most difficult and most difficult and
dangerous dangerous
10 $lankin& attack
10 $lankin& attack
"
addresses gaps in addresses gaps in
competition’s maret competition’s maret
coverage coverage
"
8ic%e maret 8ic%e maret
20 Encirclement
20 Encirclement
"
forcing competitor to forcing competitor to
spread resources t%in #y spread resources t%in #y
pro#ing on many fronts at pro#ing on many fronts at
once once
30 By)ass attack
30 By)ass attack
"
avoids confrontation avoids confrontation
"
diversification diversification
40 5uerrilla +ar.are
40 5uerrilla +ar.are
"
small/ intermittent attacs small/ intermittent attacs
)E%E!$E $T(TE1IE$
/0 Position %e.ense
/0 Position %e.ense
"
fortify firm’s e!isting position fortify firm’s e!isting position
10 Moile %e.ense
10 Moile %e.ense
"
Maret #roadening Maret #roadening
20 Preem)ti"e %e.ense
20 Preem)ti"e %e.ense
"
Attacing first 0first strie1 Attacing first 0first strie1
30 $lank6)ositionin&
30 $lank6)ositionin&
"
e!tend firm’s offerings into e!tend firm’s offerings into
ne( segments to protect ne( segments to protect
e!isting e!isting
40 Counter6o..ensi"e
40 Counter6o..ensi"e
%e.ense
%e.ense
"
gat%ering resources and gat%ering resources and
counter-attacing (%en counter-attacing (%en
t%reatened t%reatened
70 (trate&ic !ithdra+al
70 (trate&ic !ithdra+al
Partners
?
Complementary partner
Complementary partner
?
Capa#ility partner
Capa#ility partner
doc_456936354.ppt
Understand customers needs and wants
Identify current and potential competitors
Perform industry analysis, identify suppliers and common intermediaries
Understand your competitors
Determine competitor strategies (present and future)
Competitive Analysis
Competitive Analysis
and Product
and Product
Positioning
Positioning
Competitors
?
Direct competitors
Direct competitors
?
Indirect competitors
Indirect competitors
?
Local competitors
Local competitors
?
Cross-over competitors
Cross-over competitors
Identifying the Competitors -1
Product
Direct Indirect
Industry
Cross-Over
Local
Identifying the Competitors -2
?
Products’ feature and quality
Products’ feature and quality
?
CRM strategies
CRM strategies
?
R&D strategies
R&D strategies
?
Mareting mi!
Mareting mi!
"
Price
Price
"
Promotion
Promotion
"
Distri#ution
Distri#ution
"
$upply-c%ain management
$upply-c%ain management
Competitor Profiling — Eastman Kodak
Eastman Kodak Eastman Kodak
Purc%ase
Camera
Purc%ase
&ilm
'ae
Pictures
Digitally Manipulate
Pictures
Print and
Receive
Pictures
$%are
Pictures
$tore
Pictures
on CD
Purc%ase
Accessories
Do(nload and
C%oose Pictures
to Print
?
)P
?
*lympus
?
$napfis
%
?
Moto
P%oto
?
+eocities
?
$eattle
&ilm(ors
?
District
?
*foto
?
)P
?
Ado#e
$ystems
?
&u,i
?
camera(ors-co
m
?
$napfis
%
?
$%utterfly
Direct
Competition
Indirect
Competition
COMPETITIVE !"#$I$ %"O&$
O'T O% C'$TOME( !"#$I$
?
.nderstand customers needs and (ants
.nderstand customers needs and (ants
?
Identify current and potential competitors
Identify current and potential competitors
?
Perform industry analysis/ identify suppliers
Perform industry analysis/ identify suppliers
and common intermediaries
and common intermediaries
?
.nderstand your competitors
.nderstand your competitors
?
Determine competitor strategies 0present and
Determine competitor strategies 0present and
future1
future1
COMPETITO($ TO
CO!$I)E(
?
CURRENT
CURRENT
"
maret structure analysis maret structure analysis
"
perceptual analysis perceptual analysis
?
POTENTIAL
POTENTIAL
0potential entry of ne( competitors1
0potential entry of ne( competitors1
"
remain alert to t%eir possi#ility remain alert to t%eir possi#ility
"
depends on depends on
2
#arriers to entry #arriers to entry
2
e!pectations a#out competitive reactions e!pectations a#out competitive reactions
n E*ample+
'sing a Per,ept-al Map for Competitor nalysis
2 Lincoln
2 Cadillac
2Mercedes
2Chrysler
2Buick
2 Oldsmoile
A touc% of class 3 a car to #e proud to o(n
Practical 3 afforda#le 3 good gas mileage
Conservative
looing 3
appeals to
older people
&un to drive
3 sporty loo
3 appeals to
younger
people
2Porsche
2BM!
2Pontiac
2Che"rolet
2Nissan
2Toyota
2#!
2$ord
2%od&e
2Plymouth
.((IE($ TO E!T(# O%
!E& COMPETITO($
?
4conomies of $cale
4conomies of $cale
?
Lac of Product Differentiation
Lac of Product Differentiation
?
Capital Requirements
Capital Requirements
?
Access to Distri#ution C%annels
Access to Distri#ution C%annels
?
5uyer $(itc%ing Costs
5uyer $(itc%ing Costs
?
+overnment Policies and Regulations
+overnment Policies and Regulations
COMPETITIVE (E"TIO!$
?
CON$LICT
CON$LICT
?
COMPETITION
COMPETITION
?
COE'I(TENCE
COE'I(TENCE
?
COOPERATION
COOPERATION
?
COLLU(ION
COLLU(ION
CO!%"ICT &IT/
COMPETITO($
?
&ocus on opponent
&ocus on opponent
?
Maret is vie(ed as a 6ero-sum game
Maret is vie(ed as a 6ero-sum game
0one gains only #y taing from anot%er1
0one gains only #y taing from anot%er1
?
Competitors’ o#,ectives are mutually
Competitors’ o#,ectives are mutually
inconsistent
inconsistent
COMPETITIO!
?
&ocus on (inning somet%ing
&ocus on (inning somet%ing
0usually customers1
0usually customers1
?
Depends on
Depends on
"
maret attractiveness maret attractiveness
"
industry structure industry structure
"
commitment of competitors commitment of competitors
"
tec%nology required tec%nology required
"
product differentiation product differentiation
COMPETITO(
COE0I$TE!CE
?
7oring 'o(ard a +oal Independent of *t%ers
7oring 'o(ard a +oal Independent of *t%ers
?
Different 8ic%es of Maret Availa#le
Different 8ic%es of Maret Availa#le
COOPE(TIO!
?
Involves (oring
Involves (oring
toget%er to(ard a
toget%er to(ard a
common goal
common goal
?
'%ree main types
'%ree main types
"
Dyadic
Dyadic
"
9oint Activity
9oint Activity
"
Investment in a
Investment in a
'%ird Party
'%ird Party
T/(EE T#PE$ O%
COMPETITO( COOPE(TIO!
$ormal Coo)eration
%yadic *oint acti"ity In"estment in
third )arty
2 O+nershi)
2 Interlockin&
directorshi)
2 $ormal e,chan&es
2 (ucontractin&
2 Reci)rocity
2 Production
2 (ourcin&
2 R-%
2 Promotion
2 Consortia
2 *oint "entures
2 Trade
associations
CO""'$IO!
?
Cooperative 5e%avior Designed to
Cooperative 5e%avior Designed to
In,ure a '%ird Party
In,ure a '%ird Party
2
customers customers
2
suppliers suppliers
2
non-colluding competitors non-colluding competitors
2
general pu#lic general pu#lic
?
Can #e Direct or Indirect
Can #e Direct or Indirect
?
*ften Illegal
*ften Illegal
1T/E(I!1
COMPETITIVE )T
?
4sta#lis% information-gat%ering system
4sta#lis% information-gat%ering system
?
Identify your competitors
Identify your competitors
?
Perform a competitive audit
Perform a competitive audit
?
4valuate results of t%e audit
4valuate results of t%e audit
?
Regularly integrate into planning
Regularly integrate into planning
process
process
/O& )O #O' COMPETE2
?
O..ensi"e (trate&ies
O..ensi"e (trate&ies
"
Concentrate on t%e competitors’ relative
Concentrate on t%e competitors’ relative
(eanesses
(eanesses
"
: types
: types
?
%e.ense (trate&ies
%e.ense (trate&ies
"
+oal is to counter eac% offensive strategy
+oal is to counter eac% offensive strategy
"
; types
; types
O%%E!$IVE $T(TE1IE$
/0 $rontal attack
/0 $rontal attack
"
direct confrontation direct confrontation
"
most difficult and most difficult and
dangerous dangerous
10 $lankin& attack
10 $lankin& attack
"
addresses gaps in addresses gaps in
competition’s maret competition’s maret
coverage coverage
"
8ic%e maret 8ic%e maret
20 Encirclement
20 Encirclement
"
forcing competitor to forcing competitor to
spread resources t%in #y spread resources t%in #y
pro#ing on many fronts at pro#ing on many fronts at
once once
30 By)ass attack
30 By)ass attack
"
avoids confrontation avoids confrontation
"
diversification diversification
40 5uerrilla +ar.are
40 5uerrilla +ar.are
"
small/ intermittent attacs small/ intermittent attacs
)E%E!$E $T(TE1IE$
/0 Position %e.ense
/0 Position %e.ense
"
fortify firm’s e!isting position fortify firm’s e!isting position
10 Moile %e.ense
10 Moile %e.ense
"
Maret #roadening Maret #roadening
20 Preem)ti"e %e.ense
20 Preem)ti"e %e.ense
"
Attacing first 0first strie1 Attacing first 0first strie1
30 $lank6)ositionin&
30 $lank6)ositionin&
"
e!tend firm’s offerings into e!tend firm’s offerings into
ne( segments to protect ne( segments to protect
e!isting e!isting
40 Counter6o..ensi"e
40 Counter6o..ensi"e
%e.ense
%e.ense
"
gat%ering resources and gat%ering resources and
counter-attacing (%en counter-attacing (%en
t%reatened t%reatened
70 (trate&ic !ithdra+al
70 (trate&ic !ithdra+al
Partners
?
Complementary partner
Complementary partner
?
Capa#ility partner
Capa#ility partner
doc_456936354.ppt