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PRANJITA KALITA
MAYURI MANDOT
YOGESH POSWAL
NISHANG SUKHADIA
PRABHAT
Understand how a company identifies its
primary competitors and ascertains their
strategies.
Review how company design competitive
intelligence.
The process of indentifying competitors;
assessing their objective strategies,
strength, weakness. And reaction patterns,
and selecting which competitors to attack
or avoid.
“Poor firms ignore their
competitors ;
“Average firm copy their
competitors;
“Wining firm lead their competitors;
Indentifying competitors
Firms face a wide range of
competition.
Be careful to avoid “competitor
myopia”
Methods of indentifying competitors;
Industry point–of–view
Market point-of -view
SWOT Analysis
PEST Analysis
FIVE FORCES Analysis
Potential entrance
(threat of new entrance)
Industry Buyers
Suppliers
(bargaining power of
competit (bargaining power of
buyers)
suppliers) or
Substitutes
(threat of substitute products or
services)
To prepare an effective marketing strategy, a
company must study its competitors as well as its
actual and potential customers.
A company should also pay attention to latent
competitors, who may offer new or other ways to
satisfy the same need.
Competitive intelligence needs to be collected,
interpreted, and disseminated continuously. With
good competitive intelligence, managers can
more easily formulate their strategies.
A marketer should thoroughly examine the
problem of designing marketing strategies take into
account competitor’s strategy.
Some competitors will be large, other small. Some
will be have great resources , others will be strapped
for funds.
Determining competitors’
objectives
Indentifying competitors’
strategies
Strategic groups
Assessing competitors’ strengths
and weaknesses
Benchmarking
Estimating competitors’ reactions
A company should monitor three
variables when analyzing
competitors;
Share of market
Share of mind
Share of heart
Customer indentifies and attributes
important in the purchase decision for the
company and competition.
close competitors
“Good” or “Bad” competitors
Competitor- centered companies
evaluate what competitors are doing, then
formulate competitive reactions
Customer-centered companies focus on