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The Marketing Environment and Competitor Analysis. SWOT analysis PEST analysis Five forces analysis. SWOT analysis. Strengths (internal) Weaknesses (internal) Opportunities (external) Threats (external). PEST analysis. Political factors Economic factors Socio-cultural factors

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the marketing environment and competitor analysis
The Marketing Environment and Competitor Analysis
  • SWOT analysis
  • PEST analysis
  • Five forces analysis
swot analysis
SWOT analysis
  • Strengths (internal)
  • Weaknesses (internal)
  • Opportunities (external)
  • Threats (external)
pest analysis
PEST analysis
  • Political factors
  • Economic factors
  • Socio-cultural factors
  • Technological factors
political legal
Political/legal
  • Monopolies legislation
  • Environmental protection laws
  • Taxation policy
  • Employment laws
  • Government policy
  • Legislation
  • Others?
economic factors
Economic Factors
  • Inflation
  • Employment
  • Disposable income
  • Business cycles
  • Energy availability and cost
  • Others?
sociocultural factors
Sociocultural factors
  • Demographics
  • Distribution of income
  • Social mobility
  • Lifestyle changes
  • Consumerism
  • Levels of education
  • Others?
technological
Technological
  • New discoveries and innovations
  • Speed of technology transfer
  • Rates of obsolescence
  • Internet
  • Information technology
  • Others?
slide9

Five forces analysis

Potential

entrants

Threat of

entrants

Suppliers

COMPETITIVE

RIVALRY

Buyers

Bargaining

power

Bargaining

power

Threat of

substitutes

Source: Adapted from M. E. Porter, Competitive Strategy, Free Press, 1980, p. 4.

Substitutes

slide10

Five Forces Analysis: Key Questions and Implications

  • What are the key forces at work in the competitive environment?
  • Are there underlying forces driving competitive forces?
  • Will competitive forces change?
  • What are the strengths and weaknesses of competitors in relation to the competitive forces?
  • Can competitive strategy influence competitive forces (eg by building barriers to entry or reducing competitive rivalry)?