3. By choosing our competition, we make
decisions
Who do we want to compete with?
Why? Where are they strong? Weak?
Why will some set of customers choose us?
The Better you understand your
competition, the more likely you will
succeed
4. What is OUR core competency?
Who are our competitors? A, B, C.
What market share do A, B C have?
Name 5 customers of A, B, C
What do they like about A, B, C?
What do they dislike about A, B, C?
5. Exercise
1. Write down the few top competitors for your new
venture
2. How do you group them?
3. Who worries you the most and why?
6. Walk in Your Target Customer’s Shoes
Why not the alternative of doing nothing?
What are their priority of needs?
Why change and what is important if they do?
8. Several approaches
To analyze your competitors A, B, C …:
Competitors’ matrix
Competitive Positioning Chart
To understand the industry:
Strategy Canvas
9. Competitors’ matrix
Describe the competitors
Number, size and market share
Product and company position
Technology
Price
…
Make a table summarizing.
10. Competitive Positioning Chart
Slide removed due to copyright restrictions. Aulet, Bill
(2013) Disciplined Entrepreneurship: 24 Steps to a
Successful Startup. Ed Wiley. Page 135, figure 11.1
11. Strategy Canvas (US wine industry, 2001)
Price Use of
enological
terminology
Above-the-line
marketing
Aging quality Vineyard
prestige and
legacy
Wine
complexity
Wine range
Premium wines
Budget wines
12. Four actions framework
Eliminate Raise
Use of enological terminology
Aging quality
ATL marketing
Price (vs budget wines)
Retail store involvement
Reduce Create
Wine complexity
Wine range
Vineyard prestige
Easy drinking
Ease of selection
Fun and adventure
13. Image of Yellow Tail Strategy Canvas removed due to
copyright restrictions.
14. DMU
Photo by Dave Traynor (CC BY-NC-ND 2.0)
Primary roles:
Champion
End User
Primary economic buyer
Additional roles:
Influencers
Person with Veto power
Purchasing department
