Marketing Management               MBA 505   II. Analyzing MarketingOpportunities - Dealing with the         Competition  ...
COMPETITION -      rivalry among sellers      increasing profits      market share      sales volume      price, prod...
WHO ARE THE PRIMARY COMPETITORS1. Industry Concept of Competition2. Market Concept of Competition
Industries are classified according to : Number of sellers and degree of product differentiation Presence/Absence of ent...
INDUSTRY STRUCTURE TYPES1. Pure monopoly2. Oligopoly       - Pure oligopoly       -       Differentiated oligopoly3. Monop...
ANALYZING COMPETITORSCompetitor analysis in marketing is an assessment ofthe strengths and weaknesses of current and poten...
WHY BOTHER TO ANALYZE COMPETITORS?Competitor analysis has several important roles instrategic planning:• To understand the...
CLASSES OF COMPETITORS Strong versus weak Close versus distant Good versus bad
DESIGNING THE COMPETITIVE INTELLIGENCE SYSTEM1. Setting up the system2. Collecting the data3. Evaluating and analyzing the...
USEFUL TECHNIQUES IN DEALING WITH COMPETITION   Competitor array   Competitor profiling   Media Scanning   Analyzing n...
END OF REPORT
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Analyzing marketing opp. dealing with competition

  1. 1. Marketing Management MBA 505 II. Analyzing MarketingOpportunities - Dealing with the Competition Reported by: JAMIMA D. SANTOS
  2. 2. COMPETITION -  rivalry among sellers  increasing profits  market share  sales volume  price, product, distribution and promotion
  3. 3. WHO ARE THE PRIMARY COMPETITORS1. Industry Concept of Competition2. Market Concept of Competition
  4. 4. Industries are classified according to : Number of sellers and degree of product differentiation Presence/Absence of entry, mobility, and exit barriers Cost structure Degree of globalization
  5. 5. INDUSTRY STRUCTURE TYPES1. Pure monopoly2. Oligopoly - Pure oligopoly - Differentiated oligopoly3. Monopolistic competition4. Pure competition
  6. 6. ANALYZING COMPETITORSCompetitor analysis in marketing is an assessment ofthe strengths and weaknesses of current and potentialcompetitors. Competitor analysis focuses on four keyaspects: competitors objectives competitors strengths and weaknesses competitors strategies competitors resources and capabilities
  7. 7. WHY BOTHER TO ANALYZE COMPETITORS?Competitor analysis has several important roles instrategic planning:• To understand their competitive advantages/disadvantages• To generate understanding of competitors’ past,present and future strategies• To provide an informed basis to developstrategies• To help forecast the returns that may be madefrom future investments
  8. 8. CLASSES OF COMPETITORS Strong versus weak Close versus distant Good versus bad
  9. 9. DESIGNING THE COMPETITIVE INTELLIGENCE SYSTEM1. Setting up the system2. Collecting the data3. Evaluating and analyzing the data4. Disseminating information and responding
  10. 10. USEFUL TECHNIQUES IN DEALING WITH COMPETITION  Competitor array  Competitor profiling  Media Scanning  Analyzing new competitors
  11. 11. END OF REPORT

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