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 Specialize
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) Counteroffensive 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
