Strategic Market Management Competitor Analysis参考.ppt

? Copyright 2010 John Wiley Sons Ltd Strategic Market Management Global Perspectives David A. Aaker and Damien McLoughlin ISBN: 978-0-470-68975-2 /college/aaker ? Copyright 2010 John Wiley Sons Ltd * Chapter Three ? Copyright 2010 John Wiley Sons Ltd * Competitor Analysis “Competition is always a fantastic thing, and the computer industry is intensely competitive. Whether it’s Google or Apple or free software, we’ve got some fantastic competitors and it keeps us on our toes.” Bill Gates “If you know your strength it never becomes a weakness. If the market knows your strength then it becomes a weakness.” Shailendra Singh “The ability to learn faster than your competitors may be the only sustainable competitive advantage.” Arie de Geus Competitor Analysis Strategic Groups Pursue similar competitive strategies Have similar characteristics Have similar assets and competencies Competitor Analysis Potential Competitors Market expansion Product expansion Backward integration Forward integration The export assets or competencies Retaliatory or defensive strategies ? Copyright 2010 John Wiley Sons Ltd * Understanding the Competitors Objectives and Commitment Image and Positioning Size, Growth Profitability Current and Past Strategies Strengths and Weaknesses Cost Structure Exit Barriers Organization and Culture Competitor Actions Figure 4.3 Figure 3.2 Relevant Assets and Competencies 1) What businesses have been successful over time? What assets or competencies contributed to their success? What businesses have had chronically low performance? Why? What assets or competencies do they lack? Figure 4.4 2) What are the key customer motivations? What is needed to be preferred? What is needed to be considered? 3) What assets and competencies represent industry mobility (entry and exit) barriers? 4) What are the significant value-added components in the value chain? Relevant Assets and Competencies Figure 4.4 Key Learnings C