Ch 11 dealing with competition

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Kotler Chapter 11 Dealing with Competition

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Ch 11 dealing with competition

  1. 1. www.bjsuarez.blogspot.comDealing with CompetitionBrian Jasper “BJ” SuarezAteneo Graduate School of BusinessMay 9, 2013
  2. 2. www.bjsuarez.blogspot.comA. What is competition?B. Analyze competitorsC. Four Roles Firms Play in a MarketD. Market Challenger StrategiesE. Market Follower StrategiesF. Market Nichers StrategiesOutline
  3. 3. www.bjsuarez.blogspot.comA. CompetitionThe rivalry among sellerstrying to achieve the samegoal of gaining profit, marketshare and sales volumethrough the use of marketingmix such as price, product,promotion and distribution etc.versus
  4. 4. www.bjsuarez.blogspot.comB. Marketers need to analyzecompetitorsJ El-Murad, 2001
  5. 5. www.bjsuarez.blogspot.comB. Marketers need to analyzecompetitorsLots ofBranchesnationwideFruit Slice, Cut, and DiceFish andSeafoodServicesSM BonusBillsPayment
  6. 6. www.bjsuarez.blogspot.comC. Firms can be classifiedby their roles in the targetmarket1. Market Leader2. Market Challenger3. Market Follower4. Market Nichers
  7. 7. www.bjsuarez.blogspot.comD. Market ChallengerStrategies1. General Attack Strategies• Frontal Attack• Flank Attack• Encirclement Attack• Bypass Attack• Guerilla Warfare
  8. 8. www.bjsuarez.blogspot.comD. Market ChallengerStrategies2. Specific Attack Strategies• Price discounts• Lower-priced goods• Improved services
  9. 9. www.bjsuarez.blogspot.comE. Market FollowerStrategies1. Counterfeiter2. Cloner3. Imitator4. Adapter
  10. 10. www.bjsuarez.blogspot.comF. Market NicherStrategies•End-User Specialist•Vertical-LevelSpecialist•Customer-SizeSpecialist•Specific-CustomerSpecialist•GeographicSpecialist•Product-LineSpecialist•Job-Shop Specialist•Quality-PriceSpecialist•Service-Specialist•Channel Specialist
  11. 11. www.bjsuarez.blogspot.comREMEMBERThis!Mastering MarketingConcepts through Stories,Images and Diagrams
  12. 12. www.bjsuarez.blogspot.comConcept 1:1. Analyze CompetitorsClassify Target MarketImplement MarketStrategiesDealing with Competition:
  13. 13. www.bjsuarez.blogspot.comImagine a Boy courting agirl, what is the best wayto win her heart…
  14. 14. www.bjsuarez.blogspot.com1. Know what the girllikesA. FlowersB. ChocolatesFlowers or Chocolate =Analyze CompetitorsTo know what competitors offer compared to your product
  15. 15. www.bjsuarez.blogspot.com2. Type of Transportationduring Dates…A. SUV = = Market LeaderB. CAR = = Market ChallengerC. MOTORCYCLE = Market FollowerD. LIMOUSINE = = Market NicherFirms Classified by their roles in their Target Market
  16. 16. www.bjsuarez.blogspot.com3. Type of Date the girllikes…A. Fine Dining Date = Top QualityProductsB. Movie Date = DiscountsDates illustrate the strategy firms would like to partakeTypes of Date = Market Strategies
  17. 17. www.bjsuarez.blogspot.comDealing with CompetitionBrian Jasper “BJ” SuarezAteneo Graduate School of BusinessMay 9, 2013

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