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M mdealing withcompetition

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ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011

ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011

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    M mdealing withcompetition M mdealing withcompetition Presentation Transcript

    • Dealing with Competition Marketing Management, 13 th ed 11
    • Chapter Questions
      • 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 defend market share?
      Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
    • Chapter Questions (cont.)
      • How should market challengers attack market leaders?
      • How can market followers or nichers compete effectively?
      Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
    • Figure 1.1 Five Forces Determining Segment Structural Attractiveness Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
    • Industry Concept of Competition
      • Number of sellers and degree of differentiation
      • Entry, mobility, and exit barriers
      • Cost structure
      • Degree of vertical integration
      • Degree of globalization
      Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
    • Figure 11.2 Strategic Groups Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
    • Figure 11.4 A Competitor’s Expansion Plans Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
    • Table 11.1 Customer Ratings of Competitors on Key Success Factors Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
    • Strengths and Weaknesses Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11- Share of market Share of mind Share of heart
    • Table 11.2 Market Share, Mind Share, and Heart Share Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
    • Figure 11.5 Hypothetical Market Structure Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11- 10% Market Nichers 20% Market Follower 30% Market Challenger 40% Market Leader
    • Figure 11.6 Six Types of Defense Strategies Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
    • Figure 11.7 Optimal Market Share Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
    • Other Competitive Strategies Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11- Market Challengers Market Nichers Market Followers
    • Market Challenger Strategies
      • Define the strategic objective and opponents
      • Choose a general attack strategy
      • Choose a specific attack strategy
      Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
    • General Attack Strategies Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11- Frontal Attack Encirclement Attack Bypass Attack Flank Attack Guerrilla Warfare
    • Specific Attack Strategies
      • Price discounts
      • Lower-priced goods
      • Value-priced goods
      • Prestige goods
      • Product proliferation
      • Product innovation
      • Improved services
      • Distribution innovation
      • Manufacturing-cost reduction
      • Intensive advertising promotion
      Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
    • Market Follower Strategies Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11- Counterfeiter Cloner Imitator Adapter
    • Niche Specialist Roles
      • End-User Specialist
      • Vertical-Level Specialist
      • Customer-Size Specialist
      • Specific-Customer Specialist
      • Geographic Specialist
      • Product-Line Specialist
      • Job-Shop Specialist
      • Quality-Price Specialist
      • Service-Specialist
      • Channel Specialist
      Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-