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Markets and
Competitive
Space
2-3
MARKETS AND STRATEGIES
The Challenges
Markets are increasingly complex, turbulent, and interrelated.
Importance of a broad view of the market.
Essential to develop a vision about how the market is likely to
change in the future.
2-4
OPPORTUNITIES OUTSIDE THE
COMPETITIVE BOX
New New
Customers Conventional Value Customers
Propositions
Existing Customer
Base
New Customer
Base(s)
2-5
AN ARRAY OF CHALLENGES
Disruptive Innovation
2-6
Markets Impact Strategies
2-7
DEFINING AND ANALYZING
PRODUCT-MARKETS
Determine the Boundaries and
Structure of the Product-Market
Form the
Product-Market
Describe and
Analyze End-
Analyze
Users Competition
Forecast
Market Size and
Rate of Change
2-8
Matching Needs with Product
Benefits
Source: Adapted from Mitchell, Adrian (2004)Heart of the Matter, The Marketer, June 12, 14.
2-10
Product Market Boundaries and Structure
SUPER MICROWAVE
MARKETS OVENS
FAST-FOOD
MARKET
CONVENIENCE TRADITIONAL
STORES RESTAURANTS
2-12
Extent of Market Complexity
DESCRIBING
Building How
AND Buyers
Customer
Profiles ANALYZING Make
END-USERS Choices
Environmental
Influences
2-16
Identifying and Describing End-Users
1. Problem recognition
2. Information search
3. Alternative evaluation
4. Purchase decision
2-19
Building Customer Profiles
2-20
ANALYZING COMPETITION
1. Define the Competitive
Arena for the Generic,
Specific, and Variant
Product Markets
PRODUCT- 2. Identify
4. Identify MARKET
and and
STRUCTURE Describe
Evaluate
AND Key
Potential
MARKET Competitors
Competitors
SEGMENTS
3. Evaluate
Key
Competitors
2-21
Examples of Levels of Competition
Baseball
cards
Bottle Video
Fast water Games
Food Regular
colas Diet lemon Ice
Beer limes Cream
Diet-Rite
Cola
Fruit
flavored Diet
Diet Pepsi
colas Coke Wine
Product from
competition: Lemon
Product category diet colas limes
Juices competition:
soft drinks
Coffee
Generic competition:
beverages
Budget competition:
food & entertainment
2-22
Industry Analysis
2-23
Defining Industry Structure &
Characteristics
SUPPLIERS
Industry Form
Industry PRODUCERS
Environment
Competitive WHOLESALERS/
Forces DISTRIBUTORS
Value
Added
RETAILERS/DEALERS
Chain
CONSUMER/
ORGANIZATIONAL END
USERS
2-24
Competitive Forces
2-26
Extent of
Market Coverage
Competitor
Current Customer
Capabilities Evaluation Satisfaction
Past
Performance
2-27
MARKET SIZE ESTIMATION
Unrealized
Potential
Company Industry
Sales Sales
Forecast Forecast
2-28
Product-Market Forecast Relationships for
Industrial Painting Units
500
400
300
200 Company XYZ
Sales Forecast
100
0
2003 2004 2005 2006 2007 2008 2009 2010
2-29
DEVELOPING A STRATEGIC VISION
ABOUT THE FUTURE