Dealing with the Competition参考.ppt

Objectives Identifying Competitors Evaluating Competitors Competitive Intelligence Systems Competitive Strategies Customer vs. Competitor Orientation Five Forces Determining Segment Structural Attractiveness Barriers and Profitability Industry Competition Number of Sellers - Degree of Differentiation Entry, Mobility, Exit barriers Cost Structure Degree of Vertical Integration Degree of Globalization Strategic Groups in the Major Appliance Industry Analyzing Competitors Competitor’s Expansion Plans Hypothetical Market Structure Strategies Defense Strategies Optimal Market Share Attack Strategies Specific Attack Strategies Price-discount Cheaper goods Prestige goods Product proliferation Product innovation Improved services Distribution innovation Manufacturing cost reduction Intensive advertising promotion “Nichemanship” End-user specialist Vertical-level specialist Customer-size specialist Specific-customer specialist Geographic specialist Product or product-line specialist Product-feature specialist Job-shop specialist Quality-price specialist Service specialist Channel specialist Balance Review Identifying Competitors Evaluating Competitors Competitive Intelligence Systems Competitive Strategies Customer vs. Competitor Orientation Objectives Identifying Market Segments Choosing Target Markets Steps in Market Segmentation, Targeting,and Positioning Basic Market-Preference Patterns Market-Segmentation Procedure Survey Motivations Attitudes Behavior Analysis Factors Clusters Profiling Bases for Segmenting Consumer Markets Bases for Segmenting Business Markets Demographic Operating Variables Purchasing Approaches Situational Factors Personal Characteristics Effective Segmentation Heavy and Light Users of Common Consumer Products Additional Segmentation Criteria Ethical Choice of Market Targets Segment Interrelationships Supersegments Segment-by-Segment Invasion Plans Intersegment Cooperation Five Patterns of Target Market Selection Segment-by-SegmentInvasion Plan