V48 ch11 dealing with competition johnson melo

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V48 ch11 dealing with competition johnson melo

  1. 1. V48 CHAPTER 11 DEALING WITH COMPETITION Top 10 Concepts JOHNSON M. MELO Ateneo Graduate School of Business March 20, 2010
  2. 2. Concept 1 Understand your Industry Potential Entrants (Threat of Mobility) Suppliers Industry Buyers (Supplier power) Competitors (Buyer power) (Segment rivalry) Substitutes (Threats of substitutes)
  3. 3. Concept 1 Cont’d - Understand Your Industry Barriers and Profitability Exit barriers Low High Entry Barriers Low Low, stable Low, risky returns returns High, stable High, risky High returns returns
  4. 4. Concept 1 Cont’d - Understand Your Industry Strategic Groups High Group A •Narrow line •Lower mfg. cost •Very high service Group C Quality •High price •Moderate line •Medium mfg. cost Group B •Medium service •Full line •Medium price •Low mfg. cost •Good service •Medium price Group D •Broad line Low •Medium mfg. cost •Low service •Low price High Vertical Integration Low
  5. 5. Concept 2 Identify and Evaluate Your Competitors Markets Individual Commercial Users & Industrial Educational Personal Dell Computers Products Hardware Accessories Software Competitor’s Expansion Plan
  6. 6. Concept 2 cont’d - Identify and Evaluate Your Competitors Customer’s Ratings of Competitors on Key Success Factors 6
  7. 7. Concept 2 cont’d - Identify and Evaluate Your Competitors Share of market Share of mind Share of heart Strengths and Weaknesses
  8. 8. Concept 3 Evaluate Market Structure Market nicher Market Market Market leader challenger follower 40% 30% 20% 10% Expand Market Attack leader Imitate Special- Defend Market Share Status quo ize Expand Market Share
  9. 9. Concept 4 Analyze Your Competitors Objectives Strategies Competitor Actions Reaction Patterns Strengths & Weaknesses
  10. 10. Concept 5 Market Leader Strategies Expanding the Total Market New Users New Uses, More Usage Protecting Market Share Innovation Expanding Market Share Fortification Product Innovation Confrontation Market Segment Innovation Harassment Distribution Innovation Promotion Innovation 10
  11. 11. Concept 6 Market Challenger Strategies Define the strategic objective and opponents Choose a general attack strategy Choose a specific attack strategy (4) Bypass attack (2) Flank attack (1) Frontal attack Attacker Defender (3) Encirclement attack (5) Guerilla attack 11
  12. 12. Concept 7 Market Follower Strategies Counterfeiter Cloner Imitator Adapter 12
  13. 13. Concept 8 Market Nicher Strategies End-user specialist Vertical-level specialist Customer-size specialist Specific-customer specialist Geographic specialist Product or product-line specialist Product-feature specialist Job-shop specialist Quality-price specialist Service specialist Channel specialist 13
  14. 14. Concept 9 Defense Strategies (2) Flank defense (3) Preemptive (1) Attacker defense Position (6) Contraction defense defense (4) Counter- offensive defense Defender (5) Mobile defense
  15. 15. Concept 10 Balance Customer Competition + ID opportunities + Fighter orientation + Long-run profit + Alert + Emerging needs & groups + Exploit weaknesses - Reactive
  16. 16. Summary and Conclusion Summary: Dealing with competition requires understanding your industry, your competitors, your market position, competitors strategies and your customers. Conclusion: To be competitive we need to pay attention to the industry as a whole, competitors strategies and the needs of consumers. 16
  17. 17. V48 CHAPTER 11 DEALING WITH COMPETITION Top 10 Concepts THANK YOU JOHNSON M. MELO Ateneo Graduate School of Business March 20, 2010

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