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Chapter Questions. How do marketers identify primary competitors? How should we analyze competition? strategies, objectives, strengths, and weaknesses How can market leaders expand the total market and defend market share? How should market challengers attack market leaders?

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Chapter Questions

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Chapter questions

Chapter Questions

  • How do marketers identify primary competitors?

  • How should we analyze competition?

    • strategies, objectives, strengths, and weaknesses

  • How can market leaders expand the total market and defend market share?

  • How should market challengers attack market leaders?

  • How can market followers compete effectively?


Economic view of competition

Economic View of Competition

Pure Monopoly

Oligopoly

Monopolistic Competition

Pure Competition


Competition isn t always bad

Competition isn’t always bad!

Bill Cade’s crickets

Furniture industry

Satellite radio

WHEN?


Forces determining segment attractiveness

Forces Determining Segment Attractiveness


Identifying competitors

Identifying Competitors


Analyzing competitors

Analyzing Competitors

Share of market

Share of mind

Share of heart


Hypothetical market structure

Hypothetical Market Structure

10%

Market

Nichers

20%

Market

Follower

30%

Market

Challenger

40%

Market

Leader


Two ways to expand

Two ways to expand:

New customers

More usage


Optimal market share

Optimal Market Share


Question

Question

Why do profits often decrease

as market share expands?


Competitive players

Competitive Players

Market

Challengers

Market

Nichers

Market

Followers


Market follower

Market Follower


Market niche

Market Niche


Fast food study

Fast Food Study

  • McDonald’s is the market leader

  • The “lighting rod” of criticism

  • 1986 Hardee’s tries lower fat, no one follows.

  • April 1991 McDonald’s introduces McLean

  • July KFC and Arbys’ low fat products

  • 2000 Subway becomes niche player (sandwiches)


Balancing orientations

Balancing Orientations

Competitor-

Centered

Customer-

Centered


Group discussion

Group Discussion

How do you attack a Category Leader?

Take a position:

  • The best way to challenge a leader is to

    attack its strengths.

    2. The best way to attack a leader is

    to adopt a flanking strategy.


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