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Objectives. Identifying Competitors Evaluating Competitors Competitive Intelligence Systems Competitive Strategies Customer vs. Competitor Orientation. Industry Competition. Number of Sellers - Degree of Differentiation Entry, Mobility, Exit barriers Cost Structure

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Presentation Transcript
objectives
Objectives
  • Identifying Competitors
  • Evaluating Competitors
  • Competitive Intelligence Systems
  • Competitive Strategies
  • Customer vs. Competitor Orientation
industry competition
Industry Competition
  • Number of Sellers - Degree of Differentiation
  • Entry, Mobility, Exit barriers
  • Cost Structure
  • Degree of Vertical Integration
  • Degree of Globalization
analyzing competitors

Objectives

Competitor

Actions

Strategies

Reaction

Patterns

Strengths &

Weaknesses

Analyzing Competitors
competitor s expansion plans

Markets

Commercial

& Industrial

Individual

Users

Educational

Personal

Computers

Dell

Hardware

Accessories

Products

Software

Competitor’s Expansion Plans
hypothetical market structure strategies

Market

nicher

Market

leader

Market

challenger

Market

follower

40%

30%

20%

10%

Hypothetical Market Structure & Strategies

Expand Market

Attack leader

Special-

ize

Imitate

Defend Market Share

Status quo

Expand Market Share

defense strategies

(2) Flank defense

(3) Preemptive

defense

(4) Counter-

offensive

defense

(5)

Mobile

defense

Defense Strategies

Attacker

Defender

(1)

Position

defense

(6) Contraction

defense

attack strategies

(4) Bypass attack

(2) Flank attack

Attacker

Defender

(1) Frontal attack

(3) Encirclement attack

(5) Guerilla attack

Attack Strategies
specific attack strategies
Specific Attack Strategies
  • Price-discount
  • Cheaper goods
  • Prestige goods
  • Product proliferation
  • Product innovation
  • Improved services
  • Distribution innovation
  • Manufacturing cost reduction
  • Intensive advertising promotion
nichemanship
“Nichemanship”
  • End-user specialist
  • Vertical-level specialist
  • Customer-size specialist
  • Specific-customer specialist
  • Geographic specialist
  • Product or product-line specialist
  • Product-feature specialist
  • Job-shop specialist
  • Quality-price specialist
  • Service specialist
  • Channel specialist
balance
Balance

Customer

Competition

+ ID opportunities

+ Fighter orientation

+ Long-run profit

+ Alert

+ Emerging needs & groups

+ Exploit weaknesses

- Reactive