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Competitor Analysis. Competition is part of marketing concept Who are your competitors? How should you compete? . Identifying Competitors. 1. Similar products, similar prices 2. Similar products 3. Products that supply same service 4. All rivals for same dollars.

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Presentation Transcript
slide2
Competition is part of marketing concept
  • Who are your competitors?
  • How should you compete?
identifying competitors
Identifying Competitors
  • 1. Similar products, similar prices
  • 2. Similar products
  • 3. Products that supply same service
  • 4. All rivals for same dollars
slide4
Industry view of competition
    • Who competes with Brian Head Ski Resort?
  • Market view of competition (Product/market concept)
    • Who competes with Brian Head Ski Resort?
should identify competition s
Should Identify Competition\'s...
  • Objectives
  • Strategies
  • Strengths and weaknesses 
  • Reaction Patterns
    • ƒ (objectives, strategies, strengths/weaknesses)
balancing customer competitor orientations
Balancing Customer & Competitor Orientations
  • Competitor-centered company
  • Customer-centered company
  • Market-centered company
from sun tzu the art of war
From Sun Tzu, The Art of War:
  •   The general who wins makes many calculations in his temple before the battle is fought. The general who loses a battle makes but few calculations beforehand. p. 11
  • To fight and conquer in all your battles is not supreme excellence; supreme excellence consists in breaking the enemy\'s resistance without fighting. p. 15 
  • If you know the enemy and know yourself, you need not fear the result of a hundred battles,. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle. p. 18
point of interest
Point of Interest
  • There is a Society of Competitive Intelligence Professionals:
    • http://scip.org/
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