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Kotler08exs dealing with the competition
1.
Chapter 8 Dealing with
the Competition PowerPoint by Karen E. James Louisiana State University - Shreveport ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 1 in
2.
Objectives Understand how
a company identifies its primary competitors and ascertains their strategies. Review how companies design competitive intelligence systems. ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 2 in
3.
Objectives Learn how
a company decides whether to position itself as a market leader, a challenger, a follower, or a nicher. Identify how a company can balance a customer vs. competitor orientation. ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 3 in
4.
Competitive Markets Porter’s
Five Forces that Determine Market Attractiveness: – Threat of intense segment rivalry – Threat of new entrants – Threat of substitute products – Threat of buyers’ growing bargaining power – Threat of suppliers’ growing bargaining power ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 4 in
5.
Competitive Markets Failing
to identify competitors can lead to extinction Internet businesses have led to disintermediation of middlemen Competition can be identified using the industry or market approach ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 5 in
6.
Competitive Markets Industries Can
Be Classified By: Number of sellers Entry, mobility and exit barriers and degree of differentiation Degree of vertical Cost structure integration Degree of globalization ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 6 in
7.
Competitive Markets Industry Structures
Pure Monopoly Pure Oligopoly Differentiated Oligopoly Monopolistic Competition Pure Competition ©2003 Prentice Hall, Inc. Only one firm offers an undifferentiated product or service in an area – Unregulated – Regulated Example: Most utility companies To accompany A Framework for Slide 7 in
8.
Competitive Markets Industry Structures
Pure Monopoly Pure Oligopoly Differentiated Oligopoly Monopolistic Competition Pure Competition ©2003 Prentice Hall, Inc. A few firms produce essentially identical commodities and little differentiation exists Lower costs are the key to higher profits Example: oil To accompany A Framework for Slide 8 in
9.
Competitive Markets Industry Structures
Pure Monopoly Pure Oligopoly Differentiated Oligopoly Monopolistic Competition Pure Competition ©2003 Prentice Hall, Inc. A few firms produce partially differentiated items Differentiation is by key attributes Premium price may be charged Example: Luxury autos To accompany A Framework for Slide 9 in
10.
Competitive Markets Industry Structures
Pure Monopoly Pure Oligopoly Differentiated Oligopoly Monopolistic Competition Pure Competition ©2003 Prentice Hall, Inc. Many firms differentiate items in whole or part Appropriate market segmentation is key to success Example: beer, restaurants To accompany A Framework for Slide 10 in
11.
Competitive Markets Industry Structures
Pure Monopoly Pure Oligopoly Differentiated Oligopoly Monopolistic Competition Pure Competition ©2003 Prentice Hall, Inc. Many competitors offer the same product Price is the same due to lack of differentiation Example: farmers selling milk, crops To accompany A Framework for Slide 11 in
12.
Competitive Markets A
broader group of competitors will be identified using the market approach Competitor maps plot buying steps in purchasing and using the product, as well as direct and indirect competitors ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 12 in
13.
Competitor Analysis Key
characteristics of the competition must be identified: – Strategies – Objectives – Strengths and Weaknesses Effect a firm’s competitive position in the target market – Reaction Patterns ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 13 in
14.
Competitor Analysis Competitive Positions
in the Target Market Dominant Tenable Strong Weak Favorable Nonviable ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 14 in
15.
Competitive Intelligence Systems
Designing the system involves: – Setting up the system – Collecting the data – Evaluating and analyzing the data – Disseminating information and responding to queries ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 15 in
16.
Competitive Intelligence Systems
Value analysis helps firms to select competitors to attack and to avoid – Customers identify and rate attributes important in the purchase decision for the company and competition Attacking strong, close, and bad competitors will be most beneficial ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 16 in
17.
Designing Competitive Strategies Major
Strategies Market-Leader MarketChallenger Market-Follower Expanding the total market Defending market share Expanding market share Market-Nicher ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 17 in
18.
Designing Competitive Strategies
Expanding the Total Market: – Targeting Product to New Users Market-penetration strategy New-market strategy Geographical-expansion strategy – Promoting New Uses of Product – Encouraging Greater Product Use ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 18 in
19.
Designing Competitive Strategies Defending
Market Share Position defense Flank defense Counteroffensive defense Preemptive defense Contraction defense ©2003 Prentice Hall, Inc. Mobile defense To accompany A Framework for Slide 19 in
20.
Designing Competitive Strategies
Before Attempting to Expand Market Share, Consider: – Probability of invoking antitrust action – Economic costs involved – Likelihood that marketing mix decisions will increase profits ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 20 in
21.
Designing Competitive Strategies Major
Strategies Market-Leader MarketChallenger Market-Follower Market-Nicher ©2003 Prentice Hall, Inc. First define the strategic goals and opponent(s) Choose general attack strategy Choose specific attack strategy To accompany A Framework for Slide 21 in
22.
Designing Competitive Strategies
General Attack Strategies: – Frontal attacks match competition – Flank attacks serve unmet market needs or underserved areas – Encirclement “blitzes” opponent – Bypassing opponent and attacking easier markets is also an option ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 22 in
23.
Competitive Markets Specific Attack
Strategies Include: Price-discount Lower-price goods Prestige goods Improved services Product innovation Distribution innovation Manufacturing cost reduction Product proliferation Intensive advertising promotion ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 23 in
24.
Designing Competitive Strategies Major
Strategies Market-Leader MarketChallenger Market-Follower Market-Nicher ©2003 Prentice Hall, Inc. Imitation may be more profitable than innovation Four broad strategies: – – – – Counterfeiter Cloner Imitator Adapter To accompany A Framework for Slide 24 in
25.
Designing Competitive Strategies Major
Strategies Market-Leader MarketChallenger Market-Follower Market-Nicher ©2003 Prentice Hall, Inc. Niche specialties: – – – – – – – – – – – End-user Vertical-level Customer-size Specific customer Geographic Product/product line Product feature Job-shop Quality-price Service Channel To accompany A Framework for Slide 25 in
26.
Balancing Customer and Competitor
Orientations Competitor-centered companies evaluate what competitors are doing, then formulate competitive reactions Customer-centered companies focus on customer developments when formulating strategy ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 26 in
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