营销方案管理英文2.ppt

?2003 Southwestern Publishing CompanySouthwestern Publishing Company Competitor Environment Competitor intelligence is the ethical gathering of needed information and data about competitors’ objectives, strategies, assumptions, and capabilities what drives the competitor as shown by its future objectives what the competitor is doing and can do as revealed by its current strategy What the competitor believes about itself and the industry, as shown by its assumptions What the the competitor may be able to do, as shown by its capabilities Competitor Analysis Future Objectives: Future objectives