【2018年整理】竞争对手分析工具培训.pptVIP

Who are your rivals? A competitive arena may be as broad as an industry or as narrow as product market. Usually, the tactical decision needs narrow definition of competitive arena, but strategic decision needs broader one. The arena definition is determined by choice among four dimensions the array of product or service categories(single product versus broad category); the class/segments of customers(single or multiple segments); geographic scope(single region or country versus global); number of activities in the value chain(many versus few) Identifying arenas One of the key ways a competitive arena is to examine the patterns of substitution: supply-side and demand-side perspective. Substitution from the demand side: customer-defined arenas: cross-elasticities brand-switching data. Judgmental data: customer judgments of substitutability can be obtained by asking a sample of customers to indicate the degree of substitutability between all of possible pairs of products or brands on rating scale. Product industry hierarchy Competitive advantage cycle Map of women’s clothing retailers Substitution from supply side Which rivals are serving related product class with the same technology, manufacturing processes, material resources, sales force, and distribution channels? What is the geographic scope of the market? it is regional or global? Which competitors should be included-only those presently serving the market or potential entrants with capacity to compete? What Strategic Moves Are Rivals Likely to Make Next? A firm’s own best strategic moves are affected by Current strategies of competitors Actions competitors are likely to take next Profiling key rivals involves studying Current position in industry Strategic objectives Basic competitive approaches Competitor Analysis Successful strategists take great pains in scouting competitors Understanding their strategies Watching their actions Evaluating their vulnerability to driving forces and competitive pr