PRESENTED BY

 PRANJITA KALITA
 MAYURI MANDOT
 YOGESH POSWAL
 NISHANG SUKHADIA
 PRABHAT
Understand how a company identifies its
primary competitors and ascertains their
strategies.
Review how company design competitive
intelligence.
The process of indentifying competitors;
assessing their objective strategies,
strength, weakness. And reaction patterns,
and selecting which competitors to attack
or avoid.
“Poor firms ignore their
competitors ;
“Average firm copy their
competitors;
“Wining firm lead their competitors;
 Indentifying competitors
Firms face a wide range of
competition.
Be careful to avoid “competitor
myopia”
Methods of indentifying competitors;
Industry point–of–view
Market point-of -view
SWOT Analysis
PEST Analysis
FIVE FORCES Analysis
 Potential entrance
(threat of new entrance)

Industry Buyers
Suppliers
(bargaining power of
competit (bargaining power of
buyers)
suppliers) or

Substitutes
(threat of substitute products or
services)
To prepare an effective marketing strategy, a
company must study its competitors as well as its
actual and potential customers.
A company should also pay attention to latent
competitors, who may offer new or other ways to
satisfy the same need.
Competitive intelligence needs to be collected,
interpreted, and disseminated continuously. With
good competitive intelligence, managers can
more easily formulate their strategies.
A marketer should thoroughly examine the
problem of designing marketing strategies take into
account competitor’s strategy.
Some competitors will be large, other small. Some
will be have great resources , others will be strapped
for funds.
Determining competitors’
objectives
Indentifying competitors’

strategies
Strategic groups
Assessing competitors’ strengths

and weaknesses
Benchmarking
Estimating competitors’ reactions
A company should monitor three
variables when analyzing
competitors;
Share of market
Share of mind
Share of heart
Customer indentifies and attributes
important in the purchase decision for the
company and competition.

Attackingstrong, close and bad

competitors will be most beneficial.
Strong or weak competitors
Customer value analysis(customer

indentify and rate attributes

important in the purchase decision
for the company and competition)
Closer or distant competitors
Most companies compete against

close competitors
“Good” or “Bad” competitors
Competitor- centered companies
evaluate what competitors are doing, then
formulate competitive reactions
Customer-centered companies focus on

developments when formulating strategy

Designing the system involves
Setting up the system
Collecting the data
Evaluating and analyzing the data
Responding to queries