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Mm competition

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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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    Mm competition Mm competition Presentation Transcript

    • Table 11.1 Customers’ Ratings of Competitors on Key Success Factors
    • COMPETITOR STRATEGIES MARKET LEADER MARKET CHALLENGER MARKET FOLLOWER MARKET NICHE
    • MARKET LEADER STRATEGIES 3 .
      • Firm with the largest market share in a product
      • Market
      • Leads the other firms in price changes, new
      • product introductions, distribution coverage and
      • promotional intensity
      • Examples: Microsoft – various versions
      • Colgate – various flavor
      • TV3 – various programs
      • Duracell
      • Hertz
      • Kodak
      • Boeng
      • STRATEGY APPROACHES:
      • Expanding the total market
      • Defending market share
    •  
    • MARKET LEADER STRATEGIES 3 .
      • EXPANDING THE TOTAL MARKET
      • 1. NEW CUSTOMERS
      • Attract buyers who are unaware of the product
      • or who are resisting it because of price or lack
      • of certain features:
      • a. who might use it but do not
      • (market-penetration strategy)
      • b. who have never used it
      • (new-market segment strategy)
      • c. those who live elsewhere
      • ( geographical-expansion strategy)
    • MARKET LEADER STRATEGIES 3 .
      • EXPANDING THE TOTAL MARKET
      • 2. MORE USAGE
      • By increasing:
      • a. the level or quantity of consumption
      • b. the frequency of consumption
      • The amount of consumption can be increased:
      • - through packaging or product design .
      • - by making the product more available .
      • The frequency of consumption can be increased
      • by identifying:
      • - additional opportunities to use the brand in the
      • same basic way
      • - completely new and different ways to use the
      • brand
    • MARKET LEADER STRATEGIES 3 . DEFENDING MARKET SHARE The leader is like a large elephant being attacked by a swarm of bees. The best way to defend is by focusing on “ continuous innovation”: developing new product and customer services, distribution effectiveness and cost cutting.
    • MARKET CHALLENGER STRATEGIES
      • To increase market share, challenger can attack:
      • The market leader
      • - make good sense if the leader is not serving
      • the market well.
      • Firms of its own size
      • - that are not doing the job and are underfinanced
      • Small local and regional firms
      • Specific Attack Strategy:
      • Price discount
      • Prestige goods
      • Product proliferation
      • Product innovation
      • Distribution innovation
      • Intensive advertising promotion
    • MARKET FOLLOWER STRATEGIES
      • Followers can achieve high profits because it did not bear
      • any of the innovation expenses
      • 4 Broad Strategies:
      • Counterfeiter
      • - duplicates the leader’s product and package and sell it on the
      • black market or disreputable dealers.
      • Example: pirate CDs, Rolex
      • Cloner
      • - emulate the leader’s products, name, and packaging with
      • slight variations.
      • iii. Imitator
      • - copies some things from the leader but maintain differentiation in terms of packaging, advertising, pricing or location.
      • iv. Adapter
      • - takes the leader’s products and adapts or improves them
      • - may sell to different markets
      • - adapters may grow into the future challengers.
    • MARKET NICHER STRATEGIES
      • Leader in a small market, or niche .
      • Even large and profitable firms use niching strategies for
      • some of their business.
      • Why niching is so profitable?
      • Nichers know their target market very well that it meet their needs very much better than other firms
      • selling to this niche casually.
      • - As a result, nichers can charge a substantial price over costs. The nichers achieve high margin , whereas the mass marketers achieve high volume.