Kotler Chapter 11 Dealing with Competition

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Dealing with Competition
Brian Jasper “BJ” Suarez
Ateneo Graduate School of Business
May 9, 2013

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A. What is competition?
B. Analyze competitors
C. Four Roles Firms Play in a Market
D. Market Challenger Strategies
E. Market Follower Strategies
F. Market Nichers Strategies
Outline

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A. Competition
The rivalry among sellers
trying to achieve the same
goal of gaining profit, market
share and sales volume
through the use of marketing
mix such as price, product,
promotion and distribution etc.
versus

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B. Marketers need to analyze
competitors
J El-Murad, 2001

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B. Marketers need to analyze
competitors
Lots of
Branches
nationwide
Fruit Slice, Cut, and Dice
Fish and
Seafood
Services
SM Bonus
Bills
Payment

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C. Firms can be classified
by their roles in the target
market
1. Market Leader
2. Market Challenger
3. Market Follower
4. Market Nichers

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D. Market Challenger
Strategies
1. General Attack Strategies
• Frontal Attack
• Flank Attack
• Encirclement Attack
• Bypass Attack
• Guerilla Warfare

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D. Market Challenger
Strategies
2. Specific Attack Strategies
• Price discounts
• Lower-priced goods
• Improved services

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E. Market Follower
Strategies
1. Counterfeiter
2. Cloner
3. Imitator
4. Adapter

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F. Market Nicher
Strategies
•End-User Specialist
•Vertical-Level
Specialist
•Customer-Size
Specialist
•Specific-Customer
Specialist
•Geographic
Specialist
•Product-Line
Specialist
•Job-Shop Specialist
•Quality-Price
Specialist
•Service-Specialist
•Channel Specialist

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REMEMBER
This!
Mastering Marketing
Concepts through Stories,
Images and Diagrams

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Concept 1:
1. Analyze Competitors
Classify Target Market
Implement Market
Strategies
Dealing with Competition:

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Imagine a Boy courting a
girl, what is the best way
to win her heart…

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1. Know what the girl
likes
A. Flowers
B. Chocolates
Flowers or Chocolate =
Analyze Competitors
To know what competitors offer compared to your product

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2. Type of Transportation
during Dates…
A. SUV = = Market Leader
B. CAR = = Market Challenger
C. MOTORCYCLE = Market Follower
D. LIMOUSINE = = Market Nicher
Firms Classified by their roles in their Target Market

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3. Type of Date the girl
likes…
A. Fine Dining Date = Top Quality
Products
B. Movie Date = Discounts
Dates illustrate the strategy firms would like to partake
Types of Date = Market Strategies

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Dealing with Competition
Brian Jasper “BJ” Suarez
Ateneo Graduate School of Business
May 9, 2013