Dealing with the Competition.ppt

1、Chapter 8,Dealing with the Competition,Marketing Managment Tenth Edition Philip Kotler,Objectives,Identifying Competitors Evaluating Competitors Competitive Intelligence Systems Competitive Strategies Customer vs. Competitor Orientation,Induce your competitors not to invest in those products, market

2、s and services where you expect to invest the most that is the fundamental rule of strategy. Bruce Henderson, Founder of BCG,There is nothing more exhilarating than to be shot at without result. Winston Churchill,Five Forces Determining Segment Structural Attractiveness,Barriers and Profitability,Lo

3、w, risky returns,Industry Competition,Number of Sellers - Degree of Differentiation Entry, Mobility, Exit barriers Cost Structure Degree of Vertical Integration Degree of Globalization,Strategic Groups in the Major Appliance Industry,Group A Narrow line Lower mfg. cost Very high service High price,G

4、roup D Broad line Medium mfg. cost Low service Low price,Group C Moderate line Medium mfg. cost Medium service Medium price,Group B Full line Low mfg. cost Good service Medium price,Analyzing Competitors,Competitors Expansion Plans,Hypothetical Market Structure & Strategies,Expand Market,Defend Mark

5、et Share,Expand Market Share,Attack leader,Status quo,Imitate,Special- ize,Defense Strategies,Attacker,Defender,(1) Position defense,(6) Contraction defense,Optimal Market Share,Attack Strategies,Specific Attack Strategies,Price-discount Cheaper goods Prestige goods Product proliferation Product inn

6、ovation 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 s

7、pecialist Job-shop specialist Quality-price specialist Service specialist Channel specialist,Balance,Competition,Customer,+ Fighter orientation,+ Alert,+ Exploit weaknesses,- Reactive,+ ID opportunities,+ Long-run profit,+ Emerging needs & groups,Review,Identifying Competitors Evaluating Competitors

8、 Competitive Intelligence Systems Competitive Strategies Customer vs. Competitor Orientation,Chapter 9,Identifying Market Segments and Selecting Target Markets,Marketing Management Tenth Edition Philip Kotler,Objectives,Identifying Market Segments Choosing Target Markets,Steps in Market Segmentation

9、, Targeting,and Positioning,Basic Market-Preference Patterns,Market-Segmentation Procedure,Survey Motivations Attitudes Behavior Analysis Factors Clusters Profiling,Bases for Segmenting Consumer Markets,Demographic,Age, Gender, Family size and Life cycle, Race, Occupation, or Income .,Bases for Segm

10、enting Business Markets,Demographic Operating Variables Purchasing Approaches Situational Factors Personal Characteristics,Measurable,Accessible,Substantial,Differential,Actionable,Effective Segmentation,Heavy and Light Users of Common Consumer Products,Additional Segmentation Criteria,Ethical Choice of Market Targets Segment Interrelationships & Supersegments Segment-by-Segment Invasion P