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Competitor Analysis
Competitive Strategies
Competitor Analysis
The process of identifying key competitors; assessing their
objectives, strategies, strengths and weaknesses, and reaction
patterns; and selecting which competitors to attack or avoid.
Assessing competitors
Identifying the objectives, strategies, Selecting which
companys strengths and competitors to
competitors weaknesses and attack or avoid.
reaction patterns
Identifying Competitors
Brand Competition
Industry Competition
Form Competition
Generic Competition
Porters Approach to Competitive Structure Analysis
Assessing Competitors
Competitors Customers
offerings needs
Differentiation
Focus
Competitive Positions
Indirect Attack
Market Follower Strategies
Market Follower
A runner-up firm that wants to hold its share
in an industry without rocking the boat.
Follow at a Distance
Market Nicher Strategies
Market Nicher
A firm that serves small segments that the
other firms in an industry overlook or ignore.
Multiple Niching
Balancing Customer and Competitor
Orientations
Customer-Centered
No Yes
Competitor-Centered
Product Customer
No Orientation Orientation
Competitor Market
Yes
Orientation Orientation
Summary and Conclusions