This document discusses analyzing competitors and different types of competitors. It provides examples of industry competitors like Coca Cola and Pepsico. There are two main types of competitors: industry competitors, which are classified based on factors like product differentiation and barriers to entry/exit; and market competitors, which can help a firm tap into new markets while minimizing competition. The document advocates using "blue ocean thinking" to find unoccupied market positions that create real value innovation, like how a Belgian movie theater company created a unique low-cost cinema experience.

2. To analyze the
competitor the
question arises how
to start?

3. Announcing category benefits
Comparing to exemplars
Relying on the product
descriptor
Identifying Category Membership

5. You must also keep a
watch of emerging
competitors and new
technologies if brand
wants explicit growth.

6. Coca cola

7. coca cola
focused on its
soft drink
business
,missed seeing
the market for
coffee bars and
fresh fruit juice
bars that
eventually
impinged on its
soft drink
business.

8. Here are some
examples:---
1) Pepsico knows coca
cola is its competitor.
2)Citigroup V/S bank of
America
3) petsmart.co V/S
petco.com

9. There are two type of competitors
Industry competitors
Market competitors

10. Industry competitors are
classified on the basis of
Degree of products
differentiation Presence or
absence of entry
Mobility and exit
barriers
Cost structure
Degree of vertical
integration
No of sellers

11. For example :-----

12. High growth through
Help firm to tap into
new markets while
minimizing
competition from
others.

13. W. Chan Kim
Renee mauborgne
Advocates engaging in “blue ocean thinking”
instead of “Red ocean thinking” .

14. Blue ocean thinking
Companies should find unoccupied
market position that represent real value
innovation. A classic example:---

15. Bert clayes , a belgain company that
operate movie theatre through smart
planning and economies of sale created a
unique cinema experience at lower cost.

17. Gather information
about competitor’s real
and perceived strength

19. Strategy
And objective
of the company

20. Competitor
share of
market
Competitor share
of mind of
consumers
Competitor share of
heart with respect
to customers
Analyze three things
about competitor

22. Created by PRIYANKA
GOYAL ,MNNIT
ALLAHABAD ,during
an internship by prof .
SAMEER MATHUR
,IIM LUCKNOW .