竞争者分析课件

市场分析和预测

MarketingAnalysis

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Forecasting教师：黎文2010.09电子邮件：联系电话：竞争者分析CompetitorAnalysisContinuingfromChs.3&4DefineyourcompetitivesetBoundaryIndustryAnalysisMacrolevelCompetitorAnalysisMicroLevel**Firstdecidewhichcompetitorstofocuson:Themorespecific,thebetter**Needtoknowyourowncompanytoo!

KeyQuestionstoAskforCompetitorAnalysis*Doyouknow…?WhataretheCompetitors’Objectives?WhataretheCurrentStrategiesbeingusedandhowsuccessfulhavetheybeen?WhataretheCapabilitiesofCompetitors?WhataretheirlikelyFutureStrategies?

SecondarySourcesof

CompetitorInformationSecondarydataCustomercommunicationsInternalsourcesLocalnewspapersAnnualreportsPatentfilingsBusinesspress10KsGovernmentElectronicsdatabasesNewsreleasesTradeassociationsPromotionalliteratureInternetTradepressConsultantsPrimarySourcesofCompetitorInformation*PrimarydataConsultants/SpecializedFirmsInvestmentbankersEmployeesCustomers(Retailers)*SuppliersSalesforceInformationSourceswithEthicalConsiderationsAerialReconnaissanceBuying/StealingTrash(Garbology)PCs/PrintersPhonyWantAdsStep1:AssessCompetitors’Objectives

ThreeCategoriesMarketshareorprofitability?IssuestoconsiderOwnershipstructureOperatingphilosophyandproceduresCountryoforiginStep2:AssessCompetitors’CurrentStrategies*AssessCompetitors’MarketingStrategyTargetMarketSelectionCoreStrategy(Value-chaincomparison)*Implementation(SupportingMarketingMix)PricingPromotionDistributionProduct/ServiceCapabilities:ProductFeaturesMatrix(Figure4-7onp.109)MyOwnExampleof

Value-ChainComparison(CostLeadership)UpstreamDownstreamTobin’sqAMERICANEAGLEIntegrated(D)Integrated1.80HAROLDSSTORESIntegrated(D)Integrated1.26TJXDisintegratedIntegrated2.36WILSONSTHELEATHERIntegrated(D)Integrated.803/9/202314MyOwnExampleof

Value-chainComparison(Differentiation)UpstreamDownstream2005Tobin’sq(1996)AMERICANEAGLEIntegrated(D)Integrated1.80HAROLDSSTORESIntegrated(D)Integrated1.26NAUTICAIntegrated(D)Multichannel.61(3.59)TARRANTAPPARELIntegrated(D,M)Disintegrated.54(.95)DONNAKARANIntegrated(D)Multichannel.57JCREWIntegrated(D)Integrated2.28THEGAPIntegrated(D)Integrated1.59LIMITEDBRANDSIntegrated(D,M)Integrated1.65COLDWATERCREEKDisintegratedIntegrated4.10CACHEINCDisintegratedIntegrated1.60CHICOSFASINCIntegrated(D)Integrated7.65Example)EnergyBars:

CompetitorFeature/StrategyMatrix*Step2:AssessCurrentStrategies(cont’d)AssessingCompetitors’TechnologicalStrategyTechnologyselectionorspecializationLevelofcompetenceSourcesofcapability:internalversusexternalR&DinvestmentlevelCompetitivetiming:initiateversusrespondR&DorganizationandpoliciesStep2:AssessCurrentStrategies(cont’d)FourBasicTechnologicalStrategies(Figure4-10)FirsttoMarketSecondtoMarket*LatetoMarketorCostMinimizationMarketSegmentation

Foryourtermproject:

Figure4-11*(p.120)Step3:AssessCompetitors’Capabilities

AnalyzedifferentialadvantagealongAbilitytoconceiveanddesignAbilitytoproduceAbilitytomarketAbilitytofinanceAbilitytomanageDon’tForgettoincludeyourfirmtoo!EnergyBars:DifferentialAdvantageAnalysisEnergyBars:DifferentialAdvantageAnalysisStep4:AssessACompetitor’sWillandFutureStrategy

Questionstoasktoassessacompetitor’swill -Howcrucialisthisproducttothem? -Howvisibleisthecommitmenttothemarket? -Whoisinvolved?ToFigureoutFutureStrategyForecastwithhistoricaldataSimulationwithhistoricaldataGameTheory(Coopetition!)Example:

EnergyBars:Current&FutureStrategyMatrixOtherexamples:RetailCoffee(pp.129-132)andMP3CellPhone(pp.