Competitor Analysis Spring 2016竞争分析概要1.pptxVIP

Competitor Analysis VK Situation Analysis Firm Market Competitor analysis Competitor Identification Product Similarity Usage Occasion Geographical markets Marketing myopia (Levitt 1960) Porter’s five force model Kaufman 2010 $36B Platform Providers CISCO MOTOROLA COMCAST VERIZON ATT Competitive Space: Fuzzy boundary Communication Content Computing Google Microsoft Yahoo! Nokia Facebook Apple Dell NBC Fox Digital Convergence收敛 Bing iPhone Google docs Gtalk Skype Game Theory Drop the price of existing product Launch a similar new product Launch a new product 3,2 4,1 Reduce the price of existing product 2,2 2,3 Game Theory Leader Launch new product Drop price 3,2 Launch similar new product 4,1 Reduce price of existing product Drop price 2,2 Launch similar new product 2,3 Game Theory Microsoft Apple iPad Drop price of Windows 3,2 Tie-up with NOKIA 4,1 Reduce price of Apple computers Drop price of Windows 2,2 Tie-up with NOKIA 2,3 Game Theory Apple Launch iPad How will Amazon react? Drop the price for Kindle How will Microsoft react? Collaborate with Dell to launch a tablet PC with windows 7 How will Google react? Launch Android for tablet PC How will Verizon react? Beef up Bandwidth and tie-up with Apple How will Motorola react? Launch XOOM Drop Price for Apple computer How will Amazon react? Enhance Kindle software to run on apple computers How will Microsoft react? Drop the price for OEM windows How will Google react? Expand footprint for Android OS How will Verizon react? Increase wireless access costs How will Motorola react? Accelerate xoom launch What is the challenge for Apple in each case? What is the pay-off in each case? Communication Content Computing Digital Convergence IF Then Summary Next Class Post-read - None