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PPT Dealing With Comp
 

PPT Dealing With Comp

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    PPT Dealing With Comp PPT Dealing With Comp Presentation Transcript

    • DEALING WITH COMPETITION Rye Gutierrez Ateneo Graduate School of Business Top 10 Concepts
    • Outline: Dealing with your market’s competition…
      • Identifying competitive forces are comprised of threat of: intense segment rivalry, threat of new entrants, threat of substitute products, threat of buyers’ growing bargaining power, threat of suppliers’ growing bargaining power.
      • Identifying competitors must be based from both an industry and market point of view
      • Competitor analysis is done by understanding their strengths and weaknesses.
      • Another guage of competitor analysis is: share of market, share of mind, and share of heart.
      • A
    • Outline: Dealing with your market’s competition…
      • 5. In any market, there are four distinct characters: the leader, challenger, follower and nicher.
      • The leader is the undisputed principal company in the market that commands majority of the market share. Unless the leader has a legal monopoly, it must always be on its toes.
      • The challenger believes the leader is not invincible.
      • The follower doesn’t like to rock the boat.
      • The nicher finds his own way.
      • Balancing between customer and competitor is the smart way to go for companies
    • Concept 1: Identifying competitive forces
      • Comprised of :
      • Threat of Intense segment rivalry,
      • Threat of new entrants,
      • Threat of substitute products,
      • Threat of buyers’ growing bargaining power,
      • Threat of suppliers’ growing bargaining power.
    • Concept 2: Identifying competitors
      • Must be based from both an industry and market point of view
      Industry Market
    • Concept 3: Competitor Analysis
      • is done by understanding
        • their strengths
      • and weaknesses.
    • Concept 4: Another guage of competitor analysis
      • 1. Share of Market,
      • competitor’s share of target market
      • 2. Share of Mind,
      • company name recall
      • 3. Share of Heart.
      • customer preference
    • Concept 5: Company order in the Industry Totem Pole
      • In any market, there are four distinct characters: the leader,
      • the challenger,
      • the follower and
      • the nicher.
    • Concept 6: The Leader
      • Is dominant
      • Looks for ways to get ahead of the pack
      • At all times tries to increase its lead.
    • Concept 7: The Challenger
      • Attacks the leader because of large market share
      • Can also attack contemporaries and/or lower companies to gain their market share
    • Concept 8: The Follower
      • Doesn’t want to rock the boat.
      • Content with Market Share
      • Is there “for the ride.”
    • Concept 9: The Nicher
      • Serves small market segments not attacked by larger firms
      • Can command premium price due to specialized skills.
    • Concept 10: Balance
      • Balancing between customer
      • and competitor
      • is the smart way
      • to go for
      • companies