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MARKETING MANAGEMENT 12 th edition

MARKETING MANAGEMENT 12 th edition. 11 Dealing with Competition. Kotler Keller. Chapter Questions. How do marketers identify primary competitors? How should we analyze competitors’ strategies, objectives, strengths, and weaknesses?

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MARKETING MANAGEMENT 12 th edition

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  1. MARKETING MANAGEMENT12th edition 11 Dealing with Competition Kotler Keller

  2. Chapter Questions • How do marketers identify primary competitors? • How should we analyze competitors’ 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 or nichers compete effectively?

  3. Competition in the Jeans Market

  4. Figure 1.1 Five Forces Determining Segment Structural Attractiveness

  5. Identifying Competitors

  6. Industry Concept of Competition • Number of sellers and degree of differentiation • Entry, mobility, and exit barriers • Cost structure • Degree of vertical integration • Degree of globalization

  7. Industry Concept of Competition Pure Monopoly Oligopoly Monopolistic Competition Pure Competition

  8. Figure 11.2 Competitor Map

  9. Figure 11.4 A Competitor’s Expansion Plans

  10. Analyzing Competitors Share of market Share of mind Share of heart

  11. Table 11.2

  12. Figure 11.5 Hypothetical Market Structure 10% Market Nichers 20% Market Follower 30% Market Challenger 40% Market Leader

  13. Expanding the Total Market New customers More usage

  14. Figure 11.6 Six Types of Defense Strategies

  15. Figure 11.7 Optimal Market Share

  16. Factors Relevant to Pursuing Increased Market Share • Possibility of provoking antitrust action • Economic cost • Pursuing the wrong marketing-mix strategy • The effect of increased market share on actual and perceived quality

  17. Other Competitive Strategies Market Challengers Market Nichers Market Followers

  18. Market Challenger Strategies • Define the strategic objective and opponents • Choose a general attack strategy • Choose a specific attack strategy

  19. General Attack Strategies Frontal Attack Flank Attack Encirclement Attack Bypass Attack Guerrilla Warfare

  20. Pepsi buys Gatorade in a Bypass Strategy

  21. Price discounts Lower-priced goods Value-priced goods Prestige goods Product proliferation Product innovation Improved services Distribution innovation Manufacturing-cost reduction Intensive advertising promotion Specific Attack Strategies

  22. Samsung Attacks Using Innovation

  23. Market Follower Strategies Counterfeiter Cloner Imitator Adapter

  24. Market Nicher Strategies

  25. Balancing Orientations Competitor- Centered Customer- Centered

  26. Marketing Debate • 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 avoid a head-on assault and to adopt a flanking strategy.

  27. Marketing Discussion • Pick an industry. Classify firms according to the four different roles they might play. How would you characterize the nature of competition? Do the firms follow the principles described in this chapter?

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