1、市场分析和预测 Marketing Analysis & Forecasting,教师：黎文 时间：2010.09 电子邮件： 联系电话：13826288208,竞争者分析 Competitor Analysis,Continuing from Chs. 3 & 4,Define your competitive set Boundary Industry Analysis Macro level Competitor Analysis Micro Level* First decide which competitors to focus on:The more specific, the
2、better * Need to know your own company too!,Competitor Analysis System,Differential Advantage Analysis*,Key Questions to Ask for Competitor Analysis*,Do you know? What are the Competitors Objectives? What are the Current Strategies being used and how successful have they been? What are the Capabilit
3、ies of Competitors? What are their likely Future Strategies?,Secondary Sources of Competitor Information,Customer communications,Internal sources,Local newspapers,Annual reports,Patent filings,Business press,10Ks,Government,Electronics databases,News releases,Trade associations,Promotional literatur
4、e,Internet,Trade press,Consultants, ,http:/ http:/,Primary Sources of Competitor Information*,Consultants/Specialized Firms,Investment bankers,Employees,Customers (Retailers)*,Suppliers,Sales force,Other Sources of Information,Help-Wanted Ads Reverse Engineering Monitoring Test Markets Hiring Key Em
5、ployees* Plant Tours,Information Sources with Ethical Considerations,Aerial Reconnaissance Buying/Stealing Trash (Garbology) PCs/Printers Phony Want Ads,Step 1: Assess Competitors Objectives,Three CategoriesMarket share or profitability? Issues to consider Ownership structure Operating philosophy an
6、d procedures Country of origin,Step 2: Assess Competitors Current Strategies*,Assess Competitors Marketing Strategy Target Market Selection Core Strategy (Value-chain comparison)* Implementation (Supporting Marketing Mix) Pricing Promotion Distribution Product/Service Capabilities: Product Features
7、Matrix (Figure 4-7 on p. 109),Value Chain*,My Own Example of Value-Chain Comparison (Cost Leadership),3/21/2019,14,My Own Example of Value-chain Comparison (Differentiation),Example) Energy Bars: Competitor Feature/Strategy Matrix*,Step 2: Assess Competitors Current Strategies* (Contd),How to Assess
8、 Competitors Strategies* Two key elements of a strategy*: Segments appealed to Core strategy = positioning = value proposition For Industrial Products: Sales literature For Consumer Products: Media Tracking (SOV)Marketing Mix variables: Ask Distributors, Salespeople, Customers,Step 2: Assess Current
9、 Strategies (contd),Assessing Competitors Technological Strategy Technology selection or specialization Level of competence Sources of capability: internal versus external R&D investment level Competitive timing: initiate versus respond R&D organization and policies,Step 2: Assess Current Strategies
10、 (contd),Four Basic Technological Strategies (Figure 4-10) First to Market Second to Market* Late to Market or Cost Minimization Market SegmentationFor your term project: Figure 4-11* (p. 120),Step 3: Assess Competitors Capabilities,Analyze differential advantage alongAbility to conceive and designA
11、bility to produceAbility to marketAbility to financeAbility to manageDont Forget to include your firm too!,What to do with all the information? Make a Table! (Differential Advantage Analysis)*,Market Factors,Simplified Competitive Analysis: Wine,(Figure 4.14: p. 125),Energy Bars: Differential Advant
12、age Analysis,Energy Bars: Differential Advantage Analysis,Step 4: Assess A Competitors Will and Future Strategy,Questions to ask to assess a competitors will- How crucial is this product to them?- How visible is the commitment to the market?- Who is involved?To Figure out Future Strategy Forecast wi
13、th historical data Simulation with historical data Game Theory (Coopetition!),A Competitive Conjecture Process,Customer response,We lower our price,Our unit sales,Their expected price,Our profit,Their price reaction,Customer response,Our unit sales,Our profit,Our total outcome,Second period,First pe
14、riod,Should we cut price?,Example: Energy Bars: Current & Future Strategy Matrix,Other examples: Retail Coffee (pp. 129-132) and MP3 Cell Phone (pp. 132-134),In summary, you need to know,Who Major Competitors AreMajor Competitors ObjectivesMajor Competitors Strategies* Target Market Core Strategy (Value-chain)Major Competitors Capabilities,
