某著名咨询公司市场竞争定位培训资料II.pptVIP

Trainin –12Jan00 -*- BlueprintChina standardized icon AN APPLICATION: COMPETITIVE COST ANALYSIS Ways to Generate Customer Value Competitive Position Enhance customer performance Facilitate their value creation Enhance their satisfaction Reduce customer costs Directly: through low prices Indirectly: by saving the customer other costs ABILITY TO COMPETE ON PRICE IS A CRITICAL ASPECT OF POSITION IN MANY INDUSTRIES How do we assess this ability? Advantaged Disadvantaged High Low Customer Value CompetitiveAdvantage ? ? ? TWO BASIC WAYS TO ASSESS PRICE COMPETITIVENESS Compare prices Compare costs Generally observable Yields broader insights into competitive behaviour Insight into why competitive position differs and by how much Yields little insight into why differences exist May be misleading hidden discounting/mark-ups temporary swings not reflecting underlying position Not generally observable Advantages Disadvantages A CASE STUDY ?PART 1 (I)JJ Kitchen Products Inc. The Client Situation Our long term client, JJ Products Inc., has been the market share leader in the small kitchen appliance business for over 20 years. In the last 12 months Jack Camman, the head of the Waffle Maker division, has seen a decline in JJ抯 waffle maker U.S. market share from 51% to 45%. His market research group has indicated that this decline in market share has coincided with a market share increase for Dack and Blecker, JJ抯 primary competitor in small kitchen appliances. Jack had heard rumours through common distributors and retail outlets that Dack and Blecker is offering very attractive channel pricing. Unable to solve the puzzle himself, Jack Camman contacted you last week. He wants BCG to help him determine what he should do to stop erosion of his market share in waffle makers. A CASE STUDY ?PART 1 (II)JJ Kitchen Products Inc. Today the officer involved pulled you aside and said: 揥e抳e really got to get started on this waffle maker project immediately