复旦大学管理学院：《营销管理》PPT讲义（英文版）_Chapter5 Dealing with the competition

Introduc- tion:E Chapter5 Dealing with the competition slides Case Locating Advantages Questions. BACK Readings

Chapter5 Dealing with the competition Locating Advantages Introduc￾tion Slides Case Questions Readings BACK

Strategic Objectives Market Opportunity Analysis Environ Consumer Competition Market ment Behavior Analysis Analysis Analysis Analysis Market Segmentation Targeting and Positioning

2 Strategic Objectives Market Opportunity Analysis Environ￾ment Analysis Consumer Behavior Analysis Competition Analysis Market Analysis Market Segmentation Targeting and Positioning

Kotler on marketing Poor firms ignore their competitors, Average firms copy their competitors, Winning firms lead their competitors

3 Kotler on Marketing Poor firms ignore their competitors; Average firms copy their competitors; Winning firms lead their competitors

Introduction Coke and Pepsi CLICK RE

Introduction Coke and Pepsi

HERE ontent 1.Identifying Competitors 2. Analyzing Competitors 3. Competitive Strategies

1.Identifying Competitors 2.Analyzing Competitors 3.Competitive Strategies

1. Identifying Competitors Industrial Competition Market Competition

6 Industrial Competition 1. Identifying Competitors Market Competition

Kodak, Fuji and Lucky in Digital Era Will Kodak still Be the leader of image Industry in New era? 回 FUJIFILM odal I&l-Imaging a Information 乐 Nine/X 5304

7 Kodak, Fuji and Lucky in Digital Era – Will Kodak Still Be the Leader of Image Industry in New Era?

Industrial Competition Industry attractiveness analysis L Number of Sellers Degree of Differentiation L! Entry, Mobility, Exit barriers AY Cost Structure L! Degree of Vertical Integration L! Degree of Globalization

8 Industrial Competition: --Industry attractiveness analysis  Number of Sellers & Degree of Differentiation  Entry, Mobility, Exit barriers  Cost Structure  Degree of Vertical Integration  Degree of Globalization

Barriers and Profitability Exit barriers LoW High O LOW ow, stable LoW, risky returns returns High, stable High High, risky returns returns

9 Barriers and Profitability Low, stable returns Low High, stable returns High Low Low, risky returns High, risky returns High Entry Barriers Exit barriers

Market Concept of Competition ●HP ase Purchase camera Purchase occessones Direct Moto Photo/Store pictures CD pictures competion Indirect on Eastman Kodak competition Share Digitally manipulate Filmworks Adobe Systems Print and choose pictures receive pictures Geocities to print Shutterfly District Snapfish Ofoto <<Competiton- Eastman Kodak

10 Market Concept of Competition Competitor Map – Eastman Kodak