Dealing with Competition         www.yourwebsite.com
Outline• How do marketers identify primary  competitors?• How should we analyze competitors’  strategies, objectives, stre...
Outline• How should market challengers  attack market leaders?• How can market followers or  nichers compete effectively? ...
5 Competitive Forces                New entrant   Buyers     Segment Rivalry   Suppliers                Substitute        ...
Industry Concept of Competition    1.   # of sellers and degree of differentiation    2.   Entry, Mobility and Exit Barrie...
Strategic Groupshigh                         narrow line                         moderate linequalityl                    ...
Customer’s Rating of Competitor’son key Success factors                                      Product      Technical       ...
Strengths & Weaknesses3 Variables                 Share of market Share of mind                         Share of heart    ...
Hypothetical Market Structure       www.yourwebsite.com
6 types of Defense Strategies        www.yourwebsite.com
Optimal Market ShareProbability might fall             www.yourwebsite.com
Other Competitive Strategies     Market     challengers                    Market                    Followers            ...
Market Challengers    Strategeties             Choose a General AttackDefineStrategic                                Choos...
General Attack StrategiesFrontal AttackFlank AttackEncirclement AttackBypass AttackGuerrilla Attack               www.your...
Specific Attack Strategies                      Product             Product                      Proliferation       Innov...
Market Follower StrategiesCounterfeiterClonerImitatorAdapter            www.yourwebsite.com
Niche Specialist RolesEnd user SpecialistVertical levelCustomer SizeSpecific CustomerGeographicProduct lineJob-shopQuality...
Niche Specialist RolesService SpecialistChannel Specialist            www.yourwebsite.com
Balancing                      Competitive         Customer                      Strategies for      and                  ...
COMPETITIVE STRATEGIES        PLAYER as COMPETITION                                                  Mind as Share of mind...
Crafting the BrandPositioning                     Jerold I. Saddi                      May 3, 2012   http://jeroldsaddi.bl...
Introa. What are the industry concepts of   competition?b. How to analyze competitors?c. How to expand, protect and   incr...
Industry Concept of          CompetitionNo. of sellers and degree of differentiationEntry, mobility, and exit barriersC...
Analyzing Competitors2 tools on how to analyze competitors1. Swot Analysis2. Competitor Matrix http://jeroldsaddi.blogspot...
Strengths and Weaknesses            …maybe attributed in buying            a book.                       ProfitShare of Ma...
Expanding Total Market          Demanda. Look for new customersa. Increase product usage http://jeroldsaddi.blogspot.com/
Protecting Market Share                           ShieldContinuous InnovationProactive Marketing http://jeroldsaddi.blogsp...
Defensive Marketing                …like playing a softball…a.   Position Defenseb.   Flank Defensec.   Pre-emptive Defens...
Increasing Market Share             ..like buying a condom..Factors that need to be considered:1. The possibility of provo...
3. The danger of pursuing the wrong   marketing activities4. The effect of increased market   share on actual and perceive...
Other Competitive         Strategiesa. Market Challengerb. Market Followersc. Market Nichers http://jeroldsaddi.blogspot.c...
Market ChallengersStrategies:a. Define the strategic objective and   opponent(s)  i. Market Leader  ii. Own size  iii. Sma...
Choosing a General Attack Strategya.    Frontal Attackb.    Flank Attackc.    Encirclement Attackd.    Bypass Attacke.    ...
Market-Follower Strategiesa.    Counterfeiterb.    Clonerc.    Imitatord.    Adapter     http://jeroldsaddi.blogspot.com/
Summary                      COMPETITOR           SWOT                        MATRIX             Profit           Mine bom...
Crafting the BrandPositioning                     Jerold I. Saddi                      May 3, 2012   http://jeroldsaddi.bl...
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Dealing with competition group 5 complete

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Transcript of "Dealing with competition group 5 complete"

  1. 1. Dealing with Competition www.yourwebsite.com
  2. 2. Outline• 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 defent market share? www.yourwebsite.com
  3. 3. Outline• How should market challengers attack market leaders?• How can market followers or nichers compete effectively? www.yourwebsite.com
  4. 4. 5 Competitive Forces New entrant Buyers Segment Rivalry Suppliers Substitute www.yourwebsite.com
  5. 5. Industry Concept of Competition 1. # of sellers and degree of differentiation 2. Entry, Mobility and Exit Barriers 3. Cost Structure 4. Degree of Vertical Integration 5. Degree of Globalization www.yourwebsite.com
  6. 6. Strategic Groupshigh narrow line moderate linequalityl full lineo broad linew Base on Vertical Integration www.yourwebsite.com
  7. 7. Customer’s Rating of Competitor’son key Success factors Product Technical Availability Assistance Product Selling Staff quality Customer awareness www.yourwebsite.com
  8. 8. Strengths & Weaknesses3 Variables Share of market Share of mind Share of heart www.yourwebsite.com
  9. 9. Hypothetical Market Structure www.yourwebsite.com
  10. 10. 6 types of Defense Strategies www.yourwebsite.com
  11. 11. Optimal Market ShareProbability might fall www.yourwebsite.com
  12. 12. Other Competitive Strategies Market challengers Market Followers Market Nichers www.yourwebsite.com
  13. 13. Market Challengers Strategeties Choose a General AttackDefineStrategic Choose a Specific AttackObjectivesandOpponents www.yourwebsite.com
  14. 14. General Attack StrategiesFrontal AttackFlank AttackEncirclement AttackBypass AttackGuerrilla Attack www.yourwebsite.com
  15. 15. Specific Attack Strategies Product Product Proliferation Innovation Improved ServicesValuePriced DistributionGoods innovation Value Prestige Priced Goods Manufacturing Goods cost reduction advertising Price discount www.yourwebsite.com
  16. 16. Market Follower StrategiesCounterfeiterClonerImitatorAdapter www.yourwebsite.com
  17. 17. Niche Specialist RolesEnd user SpecialistVertical levelCustomer SizeSpecific CustomerGeographicProduct lineJob-shopQuality Price www.yourwebsite.com
  18. 18. Niche Specialist RolesService SpecialistChannel Specialist www.yourwebsite.com
  19. 19. Balancing Competitive Customer Strategies for and Market Competitor OrientationCompetitiveForces Analyzing competitors Other Competitive Strategies www.yourwebsite.com
  20. 20. COMPETITIVE STRATEGIES PLAYER as COMPETITION Mind as Share of mindShoot as Market Challenger Heart as Share of heartPass as Market Nichers Market as Share of Market Set Play as Market Followers
  21. 21. Crafting the BrandPositioning Jerold I. Saddi May 3, 2012 http://jeroldsaddi.blogspot.com/
  22. 22. Introa. What are the industry concepts of competition?b. How to analyze competitors?c. How to expand, protect and increase market share?d. What are the other competitive strategies? http://jeroldsaddi.blogspot.com/
  23. 23. Industry Concept of CompetitionNo. of sellers and degree of differentiationEntry, mobility, and exit barriersCostVertical integrationGlobalization http://jeroldsaddi.blogspot.com/
  24. 24. Analyzing Competitors2 tools on how to analyze competitors1. Swot Analysis2. Competitor Matrix http://jeroldsaddi.blogspot.com/
  25. 25. Strengths and Weaknesses …maybe attributed in buying a book. ProfitShare of Market Mine bombShare of MindShare of Heart Shared heart http://jeroldsaddi.blogspot.com/
  26. 26. Expanding Total Market Demanda. Look for new customersa. Increase product usage http://jeroldsaddi.blogspot.com/
  27. 27. Protecting Market Share ShieldContinuous InnovationProactive Marketing http://jeroldsaddi.blogspot.com/
  28. 28. Defensive Marketing …like playing a softball…a. Position Defenseb. Flank Defensec. Pre-emptive Defensed. Counteroffensive Defensee. Mobile Defensef. Contraction Defense http://jeroldsaddi.blogspot.com/
  29. 29. Increasing Market Share ..like buying a condom..Factors that need to be considered:1. The possibility of provoking antitrust action TRUST Condom2. Economic cost http://jeroldsaddi.blogspot.com/
  30. 30. 3. The danger of pursuing the wrong marketing activities4. The effect of increased market share on actual and perceived quality http://jeroldsaddi.blogspot.com/
  31. 31. Other Competitive Strategiesa. Market Challengerb. Market Followersc. Market Nichers http://jeroldsaddi.blogspot.com/
  32. 32. Market ChallengersStrategies:a. Define the strategic objective and opponent(s) i. Market Leader ii. Own size iii. Small local and regional firms http://jeroldsaddi.blogspot.com/
  33. 33. Choosing a General Attack Strategya. Frontal Attackb. Flank Attackc. Encirclement Attackd. Bypass Attacke. Guerrilla Attacks http://jeroldsaddi.blogspot.com/
  34. 34. Market-Follower Strategiesa. Counterfeiterb. Clonerc. Imitatord. Adapter http://jeroldsaddi.blogspot.com/
  35. 35. Summary COMPETITOR SWOT MATRIX Profit Mine bomb Shared hearthttp://jeroldsaddi.blogspot.com/
  36. 36. Crafting the BrandPositioning Jerold I. Saddi May 3, 2012 http://jeroldsaddi.blogspot.com/
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