国外竞品分析报告.pptVIP

Dalrymple Parsons/Marketing Management 7th edition: Chapter 5 Competitive Analysis and Product Positioning 竞争对手 Competitors 直接竞争 Direct competitors 间接竞争 Indirect competitors 中国竞争 Local competitors 美国竞争 Cross-over competitors Identifying the Competitors -1 Identifying the Competitors -2 Identifying the Competitors -3 Competitor Profiling COMPETITIVE ANALYSIS FLOWS OUT OF CUSTOMER ANALYSIS Understand customers needs and wants Identify current and potential competitors Perform industry analysis, identify suppliers and common intermediaries Understand your competitors Determine competitor strategies (present and future) COMPETITORS TO CONSIDER 当前CURRENT market structure analysis perceptual analysis 潜在POTENTIAL (potential entry of new competitors) remain alert to their possibility depends on barriers to entry expectations about competitive reactions BARRIERS TO ENTRY OF NEW COMPETITORS 销售渠道 Access to Distribution Channels 顾客转换成本 Buyer Switching Costs 技术优势 Technical Advantage COMPETITIVE RELATIONS 冲突 CONFLICT 竞争 COMPETITION 共存 COEXISTENCE 合作 COOPERATION 共谋 COLLUSION CONFLICT WITH COMPETITORS Focus on opponent Market is viewed as a zero-sum game (one gains only by taking from another) Competitors’ objectives are mutually inconsistent COMPETITION Focus on winning something (usually customers) Depends on market attractiveness industry structure commitment of competitors technology required product differentiation COMPETITOR COEXISTENCE Working Toward a Goal Independent of Others Different Niches of Market Available COOPERATION Involves working together toward a common goal Three main types Dyadic Joint Activity Investment in a Third Party THREE TYPES OF COMPETITOR COOPERATION COLLUSION Cooperative Behavior Designed to Injure a Third Party customers suppliers non-colluding competitors general public Can be Direct or Indirect Often Illegal GATHERING COMPETITIVE DATA Establish information-gathering system Identify your competitors Perform a competitive audit Eval