Your SlideShare is downloading. ×
M mdealing withcompetition
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

M mdealing withcompetition

2,470
views

Published on

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

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

Published in: Business, Education

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,470
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
410
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Dealing with Competition Marketing Management, 13 th ed 11
  • 2. 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-
  • 3. 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-
  • 4. Figure 1.1 Five Forces Determining Segment Structural Attractiveness Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  • 5. 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-
  • 6. Figure 11.2 Strategic Groups Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  • 7. Figure 11.4 A Competitor’s Expansion Plans Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  • 8. Table 11.1 Customer Ratings of Competitors on Key Success Factors Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  • 9. Strengths and Weaknesses Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11- Share of market Share of mind Share of heart
  • 10. Table 11.2 Market Share, Mind Share, and Heart Share Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  • 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
  • 12. Figure 11.6 Six Types of Defense Strategies Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  • 13. Figure 11.7 Optimal Market Share Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  • 14. Other Competitive Strategies Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11- Market Challengers Market Nichers Market Followers
  • 15. 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-
  • 16. General Attack Strategies Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11- Frontal Attack Encirclement Attack Bypass Attack Flank Attack Guerrilla Warfare
  • 17. 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-
  • 18. Market Follower Strategies Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11- Counterfeiter Cloner Imitator Adapter
  • 19. 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-

×