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Who are the primary competitors? How to ascertain their strategies, objectives, strengths and weaknesses, and reaction patterns? What are the key methods for tracking and identifying opportunities in the macro-environment? What are the key demographic, economic, natural, technological, political, and cultural developments?
Positioning
Product
Place
Promotion
Macro environment
The broad forces that affect not only the company but also the other actors in the microenvironment. The analysis of the five forces political/legal, economic, ecological/physical, social/cultural and technological is known as PEEST analysis.
3.
Micro environment
The actors in the companys immediate environment that affects its capability to operate effectively in its chosen markets.
Political/ legal
Customers Company
Technological
European Union-wide laws. - collusion. - abuse of market dominance. - acquisition and mergers. - state aid. National Laws - laws governing marketing practice e.g. advertising. - national bodies set up to investigate anticompetitive practice.
Hitachi
This Hitachi advertisement communicates how the company is quietly helping to preserve the planet by reducing its CO2 emissions by 100 million tons by 2025
Toyota
Toyota demonstrates its concern for pollution control with the Toyota Prius automobile.
Innocent
The Innocent brand has been remarkably successful, tapping into the healthy living lifestyle. It has extended its product line from smoothies to vegetable pots.
Weetabix
Weetabix communicates its low sugar, low fat, high fibre attributes.
Leadership
Portugal
Organisation
Source: Mole, J. (1990) Mind Your Manners
Suppliers
Buyers
Power
Substitutes
Competitor analysis
1. Who are our competitors? 2. What are their strengths and weaknesses? Competitor 3. What are their strategic objectives and thrust? 4. What are their strategies? 5. What are their response patterns? analysis seeks to answer five key questions
Competitor analysis
1. Who are our competitors? 2. What are their strengths and weaknesses? 3. What are their strategic objectives and thrust? 4. What are their strategies? 5. What are their response patterns? Identify competitors Product form Product substitutes Generics New entries
Competitor analysis
1. Who are our competitors? Audit competitor 2. What are their strengths and capabilities weaknesses? Financial Technical 3. What are their strategic objectives and thrust? 4. What are their strategies? 5. What are their response patterns? Managerial Marketing assets Strengths and weaknesses
Competitor analysis
1. Who are our competitors? 2. What are their strengths and Infer competitor weaknesses? objectives and strategic thrust 3. What are their strategic objectives and thrust? 4. What are their strategies? 5. What are their response patterns? Build Hold Harvest Growth directions
Competitor analysis
1. Who are our competitors? 2. What are their strengths and weaknesses? 3. What are their strategic objectives and thrust? 4. What are their strategies? 5. What are their response patterns? Deduce competitor strategies Target segments Differential advantages Competitive scope Cost leadership
Competitor analysis
1. Who are our competitors? 2. What are their strengths and weaknesses? 3. What are their strategic objectives and thrust? 4. What are their strategies? 5. What are their response patterns? Estimate competitor response patterns Retaliatory Complacent Hemmed-in Selective Unpredictable
Competitor identification
The competitive arena Product from competitors Technically similar products Product substitutes Technically dissimilar products Generic competitors Products that solve the problem or eliminate it in a dissimilar way Potential new entrants With technically similar products With technically dissimilar products
4.
5.
lead to frequent price wars, advertising battles, and new product introductions, competing is expensive !
lead to frequent price wars, advertising battles, and new product introductions, competing is expensive !
lead to frequent price wars, advertising battles, and new product introductions, competing is expensive !
employees; government restrictions; low asset salvage value due to overspecialisation or obsolescence; lack of alternatives opportunities; high vertical integration; emotional barriers.
The most attractive segment is one in which entry barriers are high and exit barriers are low
5 10 Pouvoir de ngociation des fournisseurs quipementiers, concurrents, image de marque forte Pouvoir fort 10 Pouvoir de ltat DNCG, fiscalit Fort pouvoir 5 0
5 5 Pouvoir de 10 ngociation des clients et distributeurs Groupes de supporters, leaders dopinion, cots de transfert levs Pouvoir moyen Menace des produits de substitution
10
The KFS are in fact the factors that counteract the forces of competition Strength of competition Elements to counteract
Creating a brand valued by the final customer Establishment of transfer costs Multiplication of distribution networks Forward integration Multiplication of sources of supply Using technologies and generic components Integrate backwards
Threat of substitutes
Improving value for money Customer Loyalty (reputation, service quality, etc..) Establishment of transfer costs (technology specific) Creation of a technological breakthrough Launch a campaign to destabilize the substitute Ability to supply the substitute
The KFS are in fact the factors that counteract the forces of competition Strength of competition Elements to counteract
Setting a price level not profitable for entrants Customer Loyalty (reputation, service quality, etc..) Establishment of transfer costs Protection technology (patents, trade secrets) Control of scarce resources or distinctive skills
Industry rivalry
Innovation Capacity Customer Loyalty (reputation, service quality, etc..) Establishment of transfer costs Protection technology (patents, trade secrets) Control of scarce resources or distinctive skills Reducing fixed costs
State power
Lobbying capacity