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CHAPTER 5
Key Topics
• Competitors
• cannot do
• will not do
• will be disadvantaged if they do what
I am doing
• Complementers
• Any organization whose actions affect firm sales
Competitors
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Direct Indirect
Organization
• Culture
• Infrastructure
Strengths & Vulnerabilities
• Processes
• Assets
• Capabilities and Firm in the Environment
competencies • Value chain
• Alliances and
special relationships
Mind-Set • Networks
• Assumptions
Current Strategy
Performance
Infrastructure
Illustration
Indicators Inferences
Hired new customer service manager Competitor is going to upgrade service quality
Reorganized customer support and service (CSS) Initial confirmation of alerting signal
Emphasizes customer service in advertising Service seen as valuable to attract, retain, and
grow customers
CEO comments: “Customers expect quality in Service is becoming part of the competitor’s
services as well as in the product” mind-set — will be institutionalized
Customer to our salesperson: “ABC is now doing Confirms competitor is institutionalizing and
things for us they never did before” leveraging service
Evaluate Competitors
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Three Questions
• Relevance — Do we have the capability/resource?
• Superiority — Is our capability/resource superior to competition?
• Sustainability — Would it be difficult for competitors to catch up with
us?
Evaluate Competitors
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Scenarios
• Scenario types
• Emergent scenarios: Start with the competitor’s current strategy and
consider what might emerge.
• Unconstrained scenarios: Based on open-ended what-if questions that
suggest possible end states. Like what will happen if?
• Constrained scenarios: What-if scenarios that ask how the competitor
may act under different market and/or industry conditions. What will
happen if the market/industry change?
Manage Competitors
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Signaling
• Preemptive signals
• My company provide signals to competitors.
• suggests how competitors should behave
• Tit-for-tat signals
• Every action has an equal and opposite reaction
• prohibits competitor gains; matches action
• Warning signals
• Don’t increase your market share over 3%
• preannounces response to possible competitor actions
• Misinformation
• send competitors misleading information
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CHAPTER 5