The document discusses strategies for dealing with competition, including: 1) Identifying primary competitors, their strategies, strengths/weaknesses, and reaction patterns. 2) Designing a competitive intelligence system to monitor competitors' market share, brand awareness, and customer satisfaction. 3) Developing strategies as a market leader, challenger, follower, or niche player based on factors like market share and profitability.

5. Figure 9-2: Barriers and Profitability

8. Figure 9-3: Competitor Map – Eastman Kodak

10. Table 9-1: Customer’s Ratings of Competitors on Key Success Factors Note: E = excellent, G = good, F = fair, P = poor. F F G P F Competitor C E G E G G Competitor B G P P E E Competitor A Selling Staff Technical Assistance Product Availability Product Quality Customer Awareness

12. Table 9-2: Market Share, Mind Share, and Heart Share 8 11 11 11 11 10 19 19 20 Competitor C 53 47 44 35 31 30 37 34 30 Competitor B 39% 42% 45% 54% 58% 60% 44% 47% 50% Competitor A 2002 2001 2000 2002 2001 2000 2002 2001 2000 Heart Share Mind Share Market Share

15. Table 9-3: Customer Cost of Three Brands $140 $135 $130 Total costs 8 5 6 Disposal costs 5 3 3 Ownership costs 7 3 2 Maintenance costs 10 7 4 Usage costs 30 25 15 Acquisition costs $ 80 $ 90 $100 Price C B A

16. Figure 9-6: Hypothetical Market Structure Designing Competitive Strategies

18. Figure 9-7: Six Types of Defense Strategies Designing Competitive Strategies

21. Figure 9-9: The Concept of Optimal Market Share Designing Competitive Strategies

25. Figure 9-10: Attack Strategies