《市场营销》（英文版） Chapter 8 Analyzing Competitors

Objectives Identifying Competitors Evaluating Competitors Competitive Intelligence Systems Competitive Strategies Customer vs Competitor Orientation C2000 Prentice Hall

©2000 Prentice Hall Objectives Identifying Competitors Evaluating Competitors Competitive Intelligence Systems Competitive Strategies Customer vs. Competitor Orientation

Industry Competition Number of Sellers-Degree of Differentiation Entry, Mobility, EXit barriers Cost Structure Degree of Vertical Integration Degree of Globalization C2000 Prentice Hall

©2000 Prentice Hall Industry Competition Number of Sellers - Degree of Differentiation Entry, Mobility, Exit barriers Cost Structure Degree of Vertical Integration Degree of Globalization

Analyzing Competitors Objectives Strategies Competitor Actions Reaction Patterns Strengths Weaknesses C2000 Prentice Hall

©2000 Prentice Hall Analyzing Competitors Competitor Actions Objectives Strengths & Weaknesses Reaction Patterns Strategies

Competitor's Expansion Plans Markets Individual Commercial Users Industrial Educational Personal Del 1 Computers Hardware Accessories Software C2000 Prentice Hall

©2000 Prentice Hall Competitor’s Expansion Plans Markets Products Individual Users Commercial & Industrial Educational Personal Computers Hardware Accessories Software Dell

Hypothetical Market Structure Strategies Market nicher Market Market Market leader challenger follower 40% 30% 20%10% Expand Market Attack leader Imitate Special- Defend Market Share Status quo Ize Expand Market Share C2000 Prentice Hall

©2000 Prentice Hall Hypothetical Market Structure & Strategies 40% Market leader 30% Market challenger 20% Market follower Expand Market Defend Market Share Expand Market Share Attack leader Status quo Imitate 10% Market nicher Special￾ize

Defense Strategies 12-prankdeiense (3)Preemptive defense Attacker Position[6) Contraction (4)Counter. defense offensive defense Defender (5) Mobile defense C2000 Prentice Hall

©2000 Prentice Hall Defense Strategies Attacker (3) Preemptive defense (4) Counter￾offensive defense Defender (1) Position defense (5) Mobile defense (2) Flank defense (6) Contraction defense

Attack Strategies (4)Bypass attack (2)Flank attack (1)Frontal attack Attacker Defender 3)Encirclement attack I (5)Guerilla attack C2000 Prentice Hall

©2000 Prentice Hall Attack Strategies Attacker Defender (3) Encirclement attack (4) Bypass attack (2) Flank attack (5) Guerilla attack (1) Frontal attack

Specific Attack Strateqies Price-discount Cheaper goods Prestige goods Product proliferation Product innovation Improved services Distribution innovation Manufacturing cost reduction Intensive advertising promotion C2000 Prentice Hall

©2000 Prentice Hall 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 C2000 Prentice Hall

©2000 Prentice Hall “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 Customer Competition ID opportunities Long-run profit t Fighter orientation Emerging needs groups Alert Exploit weaknesses Reactive C2000 Prentice Hall

©2000 Prentice Hall Balance Customer Competition + Fighter orientation + Alert + Exploit weaknesses - Reactive + ID opportunities + Long-run profit + Emerging needs & groups