COMPETITOR ANALYSIS NYU（竞争对手分析纽约大学）.pdfVIP

COMPETITOR ANALYSIS John A. Czepiel Professor of Marketing and Stern Teaching Excellence Fellow Leonard N. Stern School of Business New York University New York, New York 10012 Telephone: (212) 998-0510 e-mail: jczepiel@ and Roger A. Kerin Harold C. Simmons Distinguished Professor of Marketing Edwin L. Cox School of Business Southern Methodist University Dallas, Texas 75275 Telephone: (214) 768-3162 e-mail: rkerin@ COMPETITOR ANALYSIS Competitive marketing strategies are strongest either when they position a firms strengths against competitors weaknesses or choose positions that pose no threat to competitors. As such, they require that the strategist be as knowledgeable about competitors strengths and weaknesses as about customers needs or the firms own capabilities. This chapter is designed to assist the strategist understand how to gather and analyze information about competitors that is useful in the strategy development process. It discusses the objectives of competitor analysis and proceeds through the processes involved in identifying important competitors and information needs, gathering necessary information, and interpreting this information. THE OBJECTIVES OF COMPETITOR ANALYSIS The ultimate objective of competitor analysis is to know enough about a competitor to be able to think like that competitor so the firms competitive strategy can be formulated to take into account the competitors likely actions and responses. From a practical viewpoint, a strategist needs to be able to live in the competitors’ strategic shoes. The strate