08 《面对竞争》Dealing with the Competition.pptVIP

Chapter 8 Dealing with the Competition Objectives Understand how a company identifies its primary competitors and ascertains their strategies. Review how companies design competitive intelligence systems. Objectives Learn how a company decides whether to position itself as a market leader, a challenger, a follower, or a nicher. Identify how a company can balance a customer vs. competitor orientation. Competitive Markets Porter’s Five Forces that Determine Market Attractiveness: Threat of intense segment rivalry Threat of new entrants Threat of substitute products Threat of buyers’ growing bar