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Who Or What Is Your Competition – And What
- 1. Who Or WhatIs Your Competition – And What Are You Doing About It? Date:13th May 2010 Facilitator: Sammy Rose MBA, MCIM Chartered Marketer Mentor: Derek S C Milward, MBA, DipM, MCIM, MCMI, FHEA, Cert.Ed. 1
- 2. ROUND UP:- •Unique SellingPoint •Yummy Mummies v Pond Life •Making Use of Influencers and Consumers •Keeping on Top of Knowing and Delivering What Our Customers Want 2
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- 4. Brand Mapping Profiling Youand Your Competitors 4
- 5. Strengths Weaknesses Threats Opportunities 5
- 6. SWOTTING OUR COMPANY Strengths Weaknesses •Knowledge & Expertise •Manpower Resources •Establishment •Financial Resources •Product Quality •Knowledge & Expertise •Product Definition •Lack of Customer Focus •Service & Accessories •Product Orientated •Image •Pricing Policy •Pricing Policy •Image •Customer Focus •Sales/After Sales Support •Planning •Planning Threats Opportunities •Government Legislation •Government Legislation •Industry Codes of Conduct •Industry Standards •Barriers to Entry •Monopolies •Price Wars •Market Niches •Changes in Customer Attitudes •Changes in Customer Attitudes •Imports •Exports •New Technology •New Technology 6
- 7. Benchmarking Using KAMAnalysis 7
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- 9. Brand Mapping High Price Here You Are Low High Quality Quality Here I Am 9 Low Price
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- 11. Round Up:- • Direct v Indirect Competitors • Brand Mapping • Use SWOT chart to review • Use benchmarks to set up targets for improvement • Seek regular feedback from your audience to keep you on track 12