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Competition

Competition. Competitive Forces . Segment rivalry New entrants Substitute products Customer bargaining power Supplier bargaining power. Who is the competitor?. Identifying competition is critical Entry barriers Exit barriers Industry classification Market classification.

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Competition

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  1. Competition

  2. Competitive Forces Segment rivalry New entrants Substitute products Customer bargaining power Supplier bargaining power

  3. Who is the competitor? Identifying competition is critical Entry barriers Exit barriers Industry classification Market classification

  4. Are all customers equal? Vulnerable High Let them go Maybe dissatisfied and unhappy. Try to retain Loyal and happy. Retain They are happy, but you may not want them Low Low High Valuable

  5. Identifying Competition Share of market – actual market share Share of mind – top of mind recall for brand/company Share of heart – preference for brand/company

  6. Which competitors to focus on? Strong vs weak Close vs distant Good vs bad

  7. Defense Strategies Position defense Flank defense Premptivedefense Counteroffensive defense Mobile defense Contraction defense

  8. Offence Strategies Frontal attack Flank attack Encirclement attack Bypass attack Guerilla attack

  9. Customer and Competitor Orientations

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