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Competitor Analysis Compaq Competitive Environment Remote Environment Apple Sony Dell gobi
What is Competitive Intelligence? <ul><li>A systematic and ethical program for gathering information about competitors and...
Why CI? <ul><li>Playing the Game Better </li></ul><ul><li>Focus on existing competitors/strategic position </li></ul><ul><...
Competitor Intelligence Pyramid Sources of Data Analysis of Data Recommendations s z a
Competitor Intelligence Pyramid <ul><li>Industry experts/analysts </li></ul><ul><li>Industry publications </li></ul><ul><l...
Competitor Intelligence Pyramid <ul><li>Value chain analysis </li></ul><ul><li>Ratio analysis </li></ul><ul><li>Benchmarki...
Competitor Intelligence Pyramid <ul><li>Track Existing Rivals </li></ul><ul><li>Anticipate New Rivals </li></ul><ul><li>In...
Who’s Job Is It? Top  Execs Department Managers Project Managers Independent Consultants Department Staff Planning &  Fina...
CI Paradox <ul><li>Many Global 1000 companies don’t have full-scale CI units </li></ul><ul><li>Most Global 1000 executives...
Future Objectives How do our goals compare to our competitors’ goals? Where will emphasis be placed in the future? What is...
Competitor Analysis What is the competitor doing? What can the competitor do? Future Objectives How do our goals compare t...
Competitor Analysis What does the competitor believe about itself and the industry? Do we assume the future will be volati...
Competitor Analysis What are the competitor’s capabilities? What are my competitors’ strengths and weaknesses? How do our ...
Dynamic Head-to-Head Rivalry Response What will our competitors do in the future? Where do we have a competitive advantage...
Strategic Group Map: Beer  (Pre-light / Pre-microbrew) Dark/Full Light Low Price High Price Amber Regular Heineken Miller ...
Strategic Group Map: Beer Dark/Full Light Low Price High Price Amber Regular Old Swill Guinness Blackened Voodoo Anchor Po...
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Competitor Analysis in PC Industry

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  • Transcript of "Competitor Analysis in PC Industry"

    1. 1. Competitor Analysis Compaq Competitive Environment Remote Environment Apple Sony Dell gobi
    2. 2. What is Competitive Intelligence? <ul><li>A systematic and ethical program for gathering information about competitors and general business trends to further your own company’s goals </li></ul>
    3. 3. Why CI? <ul><li>Playing the Game Better </li></ul><ul><li>Focus on existing competitors/strategic position </li></ul><ul><li>Leverage value chain strengths </li></ul><ul><li>Incrementally improve existing strategies/tactics </li></ul><ul><li>Play the Game Differently </li></ul><ul><li>New market opportunity </li></ul><ul><li>New customers </li></ul><ul><li>Develop/leverage new value chain strengths </li></ul><ul><li>New strategies/tactics </li></ul>
    4. 4. Competitor Intelligence Pyramid Sources of Data Analysis of Data Recommendations s z a
    5. 5. Competitor Intelligence Pyramid <ul><li>Industry experts/analysts </li></ul><ul><li>Industry publications </li></ul><ul><li>Trade shows/conferences </li></ul><ul><li>Advertisements/PR </li></ul><ul><li>University research centers </li></ul><ul><li>Financial </li></ul><ul><li>Court documents/patents </li></ul><ul><li>Suppliers/customers </li></ul><ul><li>Newspapers/business wire </li></ul><ul><li>Help wanted ads </li></ul><ul><li>Reverse engineering labs </li></ul>Recommendations Analysis of Data Sources of Data
    6. 6. Competitor Intelligence Pyramid <ul><li>Value chain analysis </li></ul><ul><li>Ratio analysis </li></ul><ul><li>Benchmarking </li></ul><ul><li>Cost analysis </li></ul><ul><li>Trend analysis </li></ul><ul><li>Personality profiling </li></ul><ul><li>Wargaming/scenario planning </li></ul><ul><li>Competitive behavior analysis </li></ul>Recommendations Analysis of Data Sources of Data
    7. 7. Competitor Intelligence Pyramid <ul><li>Track Existing Rivals </li></ul><ul><li>Anticipate New Rivals </li></ul><ul><li>Inform Strategy: </li></ul><ul><ul><li>Identify own/competitor’s strengths/weaknesses </li></ul></ul><ul><ul><li>Early warning system </li></ul></ul><ul><ul><li>Plan of attack/retaliation </li></ul></ul>Recommendations Analysis of Data Sources of Data
    8. 8. Who’s Job Is It? Top Execs Department Managers Project Managers Independent Consultants Department Staff Planning & Finance Analysts
    9. 9. CI Paradox <ul><li>Many Global 1000 companies don’t have full-scale CI units </li></ul><ul><li>Most Global 1000 executives believe that success depends on: </li></ul><ul><ul><li>Looking ahead </li></ul></ul><ul><ul><li>First-mover advantage </li></ul></ul><ul><ul><li>Strategic flexibility and maneuvering </li></ul></ul>
    10. 10. Future Objectives How do our goals compare to our competitors’ goals? Where will emphasis be placed in the future? What is the attitude toward risk? Competitor Analysis What drives the competitor?
    11. 11. Competitor Analysis What is the competitor doing? What can the competitor do? Future Objectives How do our goals compare to our competitors’ goals? Where will emphasis be placed in the future? What is the attitude toward risk? Current Strategy How are they currently competing? Does this strategy support changes in the competitive structure?
    12. 12. Competitor Analysis What does the competitor believe about itself and the industry? Do we assume the future will be volatile? Are we assuming stable competitive conditions? What assumptions do our competitors hold about the industry and themselves? Assumptions Future Objectives How do our goals compare to our competitors’ goals? Where will emphasis be placed in the future? What is the attitude toward risk? Current Strategy How are we currently competing? Does this strategy support changes in the competition structure?
    13. 13. Competitor Analysis What are the competitor’s capabilities? What are my competitors’ strengths and weaknesses? How do our capabilities compare to our competitors? Capabilities Future Objectives How do our goals compare to our competitors’ goals? Where will emphasis be placed in the future? What is the attitude toward risk? Current Strategy How are we currently competing? Does this strategy support changes in the competition structure? Do we assume the future will be volatile? Are we operating under a status quo? What assumptions do our competitors hold about the industry and themselves? Assumptions
    14. 14. Dynamic Head-to-Head Rivalry Response What will our competitors do in the future? Where do we have a competitive advantage? How will this change our relationship with our competition? Future Objectives How do our goals compare to our competitors’ goals? Where will emphasis be placed in the future? What is the attitude toward risk? Current Strategy How are we currently competing? Does this strategy support changes in the competition structure? Do we assume the future will be volatile? Are we operating under a status quo? What assumptions do our competitors hold about the industry and themselves? Assumptions Capabilities What are my competitors’ strengths and weaknesses? How do our capabilities compare to our competitors?
    15. 15. Strategic Group Map: Beer (Pre-light / Pre-microbrew) Dark/Full Light Low Price High Price Amber Regular Heineken Miller Bud Old Swill Guinness
    16. 16. Strategic Group Map: Beer Dark/Full Light Low Price High Price Amber Regular Old Swill Guinness Blackened Voodoo Anchor Porter Amstel Cardinal Miller Lite Bud Ice Sam Adams Bass Ale Pilsner Urquell Killian’s Red Red Wolf Amber Bock Lowenbrau Killian’s Brown Lowenbrau Dark Milwaukee’s Best Light Bud Miller
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