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Competitor Analysis

Competitor Analysis. Remote Environment. Competitive Environment. Compaq. gobi. Dell. Apple. Sony. What is Competitive Intelligence?. A systematic and ethical program for gathering information about competitors and general business trends to further your own company’s goals.

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Competitor Analysis

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  1. Competitor Analysis Remote Environment Competitive Environment Compaq gobi Dell Apple Sony

  2. What is Competitive Intelligence? • A systematic and ethical program for gathering information about competitors and general business trends to further your own company’s goals

  3. Playing the Game Better Focus on existing competitors/strategic position Leverage value chain strengths Incrementally improve existing strategies/tactics Play the Game Differently New market opportunity New customers Develop/leverage new value chain strengths New strategies/tactics Why CI?

  4. Competitor Intelligence Pyramid Recommendations Analysis of Data Sources of Data

  5. Industry experts/analysts Industry publications Trade shows/conferences Advertisements/PR University research centers Financial Court documents/patents Suppliers/customers Newspapers/business wire Help wanted ads Reverse engineering labs Competitor Intelligence Pyramid

  6. Value chain analysis Ratio analysis Benchmarking Cost analysis Trend analysis Personality profiling Wargaming/scenario planning Competitive behavior analysis Competitor Intelligence Pyramid

  7. Track Existing Rivals Anticipate New Rivals Inform Strategy: Identify own/competitor’s strengths/weaknesses Early warning system Plan of attack/retaliation Competitor Intelligence Pyramid

  8. Who’s Job Is It? Department Staff Top Execs Project Managers Department Managers Planning & Finance Analysts Independent Consultants

  9. CI Paradox • Many Global 1000 companies don’t have full-scale CI units • Most Global 1000 executives believe that success depends on: • Looking ahead • First-mover advantage • Strategic flexibility and maneuvering

  10. Competitor Analysis Future Objectives What drives the competitor? How do our goals compare to our competitors’ goals? Where will emphasis be placed in the future? What is the attitude toward risk?

  11. Competitor Analysis Future Objectives What is the competitor doing? How do our goals compare to our competitors’ goals? What can the competitor do? Current Strategy Where will emphasis be placed in the future? How are they currently competing? What is the attitude toward risk? Does this strategy support changes in the competitive structure?

  12. Future Objectives How do our goals compare to our competitors’ goals? Current Strategy Where will emphasis be placed in the future? How are we currently competing? What is the attitude toward risk? Does this strategy support changes in the competition structure? Competitor Analysis What does the competitor believe about itself and the industry? Assumptions Do we assume the future will be volatile? What assumptions do our competitors hold about the industry and themselves? Are we assuming stable competitive conditions?

  13. Future Objectives How do our goals compare to our competitors’ goals? Current Strategy Where will emphasis be placed in the future? How are we currently competing? What is the attitude toward risk? Assumptions Does this strategy support changes in the competition structure? Do we assume the future will be volatile? What assumptions do our competitors hold about the industry and themselves? Are we operating under a status quo? Competitor Analysis What are the competitor’s capabilities? Capabilities What are my competitors’ strengths and weaknesses? How do our capabilities compare to our competitors?

  14. Future Objectives How do our goals compare to our competitors’ goals? Current Strategy Where will emphasis be placed in the future? How are we currently competing? What is the attitude toward risk? Assumptions Does this strategy support changes in the competition structure? Do we assume the future will be volatile? What assumptions do our competitors hold about the industry and themselves? Capabilities What are my competitors’ strengths and weaknesses? Are we operating under a status quo? How do our capabilities compare to our competitors? Dynamic Head-to-Head Rivalry Response What will our competitors do in the future? Where do we have a competitive advantage? How will this change our relationship with our competition?

  15. Strategic Group Map: Beer (Pre-light / Pre-microbrew) Dark/Full Guinness Amber Regular Heineken Miller Bud Old Swill Light Low Price High Price

  16. Strategic Group Map: Beer Dark/Full Guinness Blackened Voodoo Anchor Porter Killian’s Brown Lowenbrau Dark Amber Regular Killian’s Red Red Wolf Amber Bock Lowenbrau Sam Adams Bass Ale Pilsner Urquell Old Swill Bud Miller Amstel Cardinal Miller Lite Bud Ice Milwaukee’s Best Light Light Low Price High Price

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