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© 2012 Pearson Education, Inc. publishing Prentice Hall.
Note 5Competitor Analysis—
Competitive Intelligence
© 2012 Pearson Education, Inc. publishing Prentice Hall.
Introduction
A comprehensive competitor analysis includes the following four areas: Long-term objectives and motivations of the competitor Strengths and weaknesses Strategies Marketing tactics
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© 2012 Pearson Education, Inc. publishing Prentice Hall.
Long-Term Objectives and Motivationsof the Competitor
The objectives determine the strategy and tactical moves From the objectives one can derive what the motivations
of your competitor are in a specific business or market To identify the long term objectives and motivations of a
competitor examine: Vision and mission statements Annual reports Press releases Analyst reports Presentations and speeches of executives
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© 2012 Pearson Education, Inc. publishing Prentice Hall.
Strengths and Weaknesses
The assessment of strengths and weaknesses helps you to: Predict competitor’s actions and initiatives To identify points of difference to position your products
and services
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© 2012 Pearson Education, Inc. publishing Prentice Hall.
Steps in the Assessment of Strengths and Weaknesses
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Success factors in a market have to be determined
The success factors are weighted accordingto their importance
The competitor is rated on each successfactor
Multiply the rating by the importanceweight
© 2012 Pearson Education, Inc. publishing Prentice Hall.
Figure Note 5-1 - Strengths and Weakness Analysis
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© 2012 Pearson Education, Inc. publishing Prentice Hall.
Strategies
The strategy profile illustrates the strategic priorities and compares them with your own company You can identify the areas of strategic overlap and areas of
difference A comprehensive strategy assessment leads to a strategy
profile containing: Portfolio analysis Customer value analysis Growth strategy
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© 2012 Pearson Education, Inc. publishing Prentice Hall.
Strategies
Marketing approach Offensive strategy Defensive strategy
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© 2012 Pearson Education, Inc. publishing Prentice Hall.
Figure Note 5-2 - Competitor Strategy Profile
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© 2012 Pearson Education, Inc. publishing Prentice Hall.
Marketing Tactics
Consists of the assessment of the individual marketing decisions
They relate to positioning, product and brand decisions, pricing, distribution and sales management, and communication
In this step you assess what the competitors actually do Sources:
Price lists Advertising campaigns Promotions
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© 2012 Pearson Education, Inc. publishing Prentice Hall.
Marketing Tactics
Sales force meetings Trade shows Fairs Shared customers Shared distributors
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mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall
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