Competitive analysis

1. Presented By:
MITHISAR
NIT SILCHAR

2. An advantage over competitors
gained by offering consumers
greater value than competitors
offer.

4. The process of identifying key
competitors; assessing their objectives,
strategies, strengths and weaknesses, and
reaction patterns; and selecting which
competitors to attack or avoid.

5. Steps in Analyzing Competitors

6. Steps in Analyzing Competitors

7. Identifying Competitors
Firms face a wide
range of competition
careful to avoid
“competitor myopia”
Assessing Competitors
Determining
competitors’
objectives
Identifying
competitors’
strategies
Assessing
competitors’
strengths and
weaknesses
Selecting competitors’
Selecting Which competitors to Attack Or Avoid

8. Competitive Strategies

9. Basic Competitive Strategies:
Porter
 cost leadership
Lowest production and
distribution costs
Differentiation
Creating a highly
differentiated product line
and marketing program
Focus
Effort is focused on serving
a few market segments

11. Competitive Positions

12. A market leader is a company that has the largest market share in
an industry, and which can use its dominance to affect the
competitive landscape and direction the market takes. Companies
may be the first to develop a product or service.

13. the marketing strategies adopted by the firms, either occupying the
runners-up position in the market, to attack the leader or the immediate
competitor with the intention to capture a greater market share and earn
huge revenues.
Frontal Attack Bypass Attack

14. Market follower
Market follower is a firm that replicates what a particular business does. It
does not take any risks, rather it waits and observes the others' strategies and
implement only the successful ones
“ While Apple may be the market leader in technology, they have
competition from several market followers such as Samsung and HTC. ”

15. Market Nichers are the companies who make specific products and/or services which
made for specific demand of customers which are not met by otherwise available products.
They produce highly customized and specialist products/ services which serve a narrow
market range.
Market Nichers