M mdealing withcompetition

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ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011

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M mdealing withcompetition

  1. 1. Dealing with Competition Marketing Management, 13 th ed 11
  2. 2. Chapter Questions <ul><li>How do marketers identify primary competitors? </li></ul><ul><li>How should we analyze competitors’ strategies, objectives, strengths, and weaknesses? </li></ul><ul><li>How can market leaders expand the total market and defend market share? </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  3. 3. Chapter Questions (cont.) <ul><li>How should market challengers attack market leaders? </li></ul><ul><li>How can market followers or nichers compete effectively? </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  4. 4. Figure 1.1 Five Forces Determining Segment Structural Attractiveness Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  5. 5. Industry Concept of Competition <ul><li>Number of sellers and degree of differentiation </li></ul><ul><li>Entry, mobility, and exit barriers </li></ul><ul><li>Cost structure </li></ul><ul><li>Degree of vertical integration </li></ul><ul><li>Degree of globalization </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  6. 6. Figure 11.2 Strategic Groups Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  7. 7. Figure 11.4 A Competitor’s Expansion Plans Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  8. 8. Table 11.1 Customer Ratings of Competitors on Key Success Factors Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  9. 9. Strengths and Weaknesses Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11- Share of market Share of mind Share of heart
  10. 10. Table 11.2 Market Share, Mind Share, and Heart Share Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  11. 11. Figure 11.5 Hypothetical Market Structure Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11- 10% Market Nichers 20% Market Follower 30% Market Challenger 40% Market Leader
  12. 12. Figure 11.6 Six Types of Defense Strategies Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  13. 13. Figure 11.7 Optimal Market Share Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  14. 14. Other Competitive Strategies Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11- Market Challengers Market Nichers Market Followers
  15. 15. Market Challenger Strategies <ul><li>Define the strategic objective and opponents </li></ul><ul><li>Choose a general attack strategy </li></ul><ul><li>Choose a specific attack strategy </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  16. 16. General Attack Strategies Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11- Frontal Attack Encirclement Attack Bypass Attack Flank Attack Guerrilla Warfare
  17. 17. Specific Attack Strategies <ul><li>Price discounts </li></ul><ul><li>Lower-priced goods </li></ul><ul><li>Value-priced goods </li></ul><ul><li>Prestige goods </li></ul><ul><li>Product proliferation </li></ul><ul><li>Product innovation </li></ul><ul><li>Improved services </li></ul><ul><li>Distribution innovation </li></ul><ul><li>Manufacturing-cost reduction </li></ul><ul><li>Intensive advertising promotion </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-
  18. 18. Market Follower Strategies Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11- Counterfeiter Cloner Imitator Adapter
  19. 19. Niche Specialist Roles <ul><li>End-User Specialist </li></ul><ul><li>Vertical-Level Specialist </li></ul><ul><li>Customer-Size Specialist </li></ul><ul><li>Specific-Customer Specialist </li></ul><ul><li>Geographic Specialist </li></ul><ul><li>Product-Line Specialist </li></ul><ul><li>Job-Shop Specialist </li></ul><ul><li>Quality-Price Specialist </li></ul><ul><li>Service-Specialist </li></ul><ul><li>Channel Specialist </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-

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