竞争者分析 培训教材.ppt

* * * * * * * * * * * * * * * * Fast Second strategy * 华南理工大学工商管理学院--黎文 版权所有，Copyright * 华南理工大学工商管理学院--黎文 版权所有，Copyright * 华南理工大学工商管理学院--黎文 版权所有，Copyright * 市场分析和预测Marketing Analysis & Forecasting 教师：黎文 时间：2010.09 电子邮件：wli@ 联系电话竞争者分析 Competitor Analysis Continuing from Chs. 3 & 4 Define your competitive set ? Boundary Industry Analysis ? Macro level Competitor Analysis ? Micro Level* * First decide which competitors to focus on: The more specific, the better ** Need to know your own company too! Key Questions to Ask for Competitor Analysis* Do you know…? What are the Competitors’ Objectives? What are the Current Strategies being used and how successful have they been? What are the Capabilities of Competitors? What are their likely Future Strategies? Secondary Sources of Competitor Information Secondary data Customer communications Internal sources Local newspapers Annual reports Patent filings Business press 10Ks Government Electronics databases News releases Trade associations Promotional literature Internet Trade press Consultants Primary Sources of Competitor Information* Primary data Consultants/Specialized Firms Investment bankers Employees Customers (Retailers)* Suppliers Sales force Other Sources of Information Help-Wanted Ads Reverse Engineering Monitoring Test Markets Hiring Key Employees* Plant Tours Information Sources with Ethical Considerations Aerial Reconnaissance Buying/Stealing Trash (Garbology) PCs/Printers Phony Want Ads Step 1: Assess Competitors’ Objectives Three Categories Market share or profitability? Issues to consider Ownership structure Operating philosophy and procedures Country of origin Step 2: Assess Competitors’ Current Strategies* Assess Competitors’ Marketing Strategy Target Market Selection Core Strategy (Value-chain comparison)* Implementation (Supporting Marketing Mix) Pricing Promotion Distribution Product/Service Capabilities: Product Features Matrix (Figure 4-7 on p. 109) Value Chain*