COMPETITOR ANALYSIS - PowerPoint PPT Presentation

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COMPETITOR ANALYSIS

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  1. COMPETITOR ANALYSIS “Induce your competitors not to invest in those products, markets and services where you intend to invest the most…that is the fundamental rule of strategy.” Bruce Henderson Founder, BCG

  2. COMPETITOR ANALYSIS IDENTIFYING COMPETITORS DEVELOPING THE DATA SET ANALYSIS & PRESENTATION IDENTIFYING STRATEGIC SCA’S

  3. IDENTIFYING COMPETITORS • Identify Usual Competitors • Customer Choices • Product-Use Associations • Using Strategic Groups • similar competitive strategies • similar characteristics • similar assets & competencies

  4. EVALUATING COMPETITORS • Evaluation • Evaluate Intensity • Porter Analysis Cost Structure & Capabilities • Objectives & Strategies

  5. Elements of Strategy Winer • Two Key Elements • Segment Appeal • Core Strategy • Information Sources • Product Sales Literature • Sales Force • Trade Advertising


  6. 5 KEY QUESTIONS TODETERMINE SCA’S Aaker • Identify assets or competency that contribute to success/weakness • What are key customer motivations • What are the large cost components • What are the mobility barriers • Analyse the value chain for weaknesses

  7. ANALYSE PDA STRUCTURE • Generate a SWOT analysis, from Sharp’s point of view of PDA’s • Key Success Factors • Other Assets & Competencies • Consider the Competition as a Strategic Group

  8. A WELL DESERVED…BREAK!

  9. Assess Market Attractiveness • Market Size (multiple segments) • Volume Growth • Competitive Intensity • Profitability/Vulnerability 10-7 6-3 2-1 1. 2. 3.

  10. POPULATION DENSITY

  11. PRODUCT/MARKET ATTRACTIVENESS UK “4” Advanced Technology “4” Stable Economy & Growth “4”Venture Capital Market THE JOHNSON AGENCY 11

  12. PRODUCT/MARKET ATTRACTIVENESS GERMANY “3” Entrepreneurial Out of Box Spirit/Similar Organizational Structures/ High Risk Takers “2”Successful Team Players THE JOHNSON AGENCY 12

  13. PRODUCT/MARKET ATTRACTIVENESS CZECH REPUBLIC THE JOHNSON AGENCY 13

  14. PRODUCT/MARKET ATTRACTIVENESS EUROPEAN COUNTRY COMPARISON THE JOHNSON AGENCY 14

  15. Analyse Your Relative Strengths • Product Advantage • Market Image • Ability to Supply • Set Scoring Criteria • Use Judgement to Assign Weights • Score All Key Competitors 10-7 6-3 2-1 1. 2. 3.

  16. TARGETING SCA’S • Generate a Competitor Matrix • Identify Weaknesses, Expose Differences • Determine Competitive Advantage • List Suggested Strategies

  17. Competitive Matrix Relative Competitive Position MARKET SHARE PRODUCTS PRICE PROMO CHANNEL COST PRODUCTION R&D PERSONNEL INVESTMENT WORKING CAPITAL 10 Market attractiveness 0 10 0

  18. Competitive Matrix Relative Competitive Position MARKET SHARE PRODUCTS PRICE PROMO CHANNEL COST PRODUCTION R&D PERSONNEL INVESTMENT WORKING CAPITAL 10 Market attractiveness 0 10 0

  19. Competitive Matrix Relative Competitive Position MARKET SHARE PRODUCTS PRICE PROMO CHANNEL COST PRODUCTION R&D PERSONNEL INVESTMENT WORKING CAPITAL 10 Market attractiveness 0 10 0

  20. Competitive Matrix Relative Competitive Position MARKET SHARE PRODUCTS PRICE PROMO CHANNEL COST PRODUCTION R&D PERSONNEL INVESTMENT WORKING CAPITAL 10 Market attractiveness 0 10 0

  21. FOR NEXT SESSION • WINER CHAPTER 6 • AAKER CHAPTER 3 • DEVELOP A COMPETITIVE MATRIX FOR SHARP OR YOUR COMPANY