Documente Academic
Documente Profesional
Documente Cultură
Chapter Questions
How do marketers identify primary competitors? How should we analyze competitors strategies, objectives, strengths, and weaknesses? How can market leaders expand the total market and defend market share? How should market challengers attack market leaders? How can market followers or nichers compete effectively?
Number of sellers and degree of differentiation (Monopoly to pure competition) Entry, mobility, and exit barriers Cost structure Degree of globalization
Analysing Competitors
Identifying competitors Analysing competitors: Strategic group Understanding competitors objectives Strength and Weaknesses
Share of market (competitors share of the target market) Share of mind (When customers utter competitors name) Share of heart (When customers want to buy competitors product)
Selecting Competitors
BHO6505: Marketing Management 1. 2006 Semester 1, by Lachlan.McKerrow@vu.edu.au
Dimensions of competitors
Strong VS Week (TV Channels) Close VS Distant (Channel I vs ntv vs ESPN) Good VS Bad (Follow/ not follow industry culture). Anti dumping
Mobile defense: When leader moves to other domain. Otobi now for Kloset Contraction defense: Strategic withdrawal (Starship vs
danish)
Bypass Attack
offering new product b4 leader (Pepsi blue)
Guerrilla Warfare
PRAN for Coke in BD
BHO6505: Marketing Management 1. 2006 Semester 1, by Lachlan.McKerrow@vu.edu.au
Price discounts (Ibn Sina) Lower-priced goods Value-priced goods Prestige goods
Product innovation Improved services Distribution innovation Manufacturing-cost reduction Intensive advertising promotion
Imitator Adaptor
Balancing Orientations
Competitor-centered Customer-centered Keeping balance is the job.
Nicher