《竞争者分析》PPT课件

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1、市场分析和预测MarketingAnalysis&Forecasting教师：黎文时间：2010.09电子邮件：wli@scut.edu.cn联系电话：13826288208竞争者分析CompetitorAnalysisContinuingfromChs.3&4DefineyourcompetitivesetBoundaryIndustryAnalysisMacrolevelCompetitorAnalysisMicroLevel**Firstdecidewhichcompetitorstofocuson:The

2、morespecific,thebetter**Needtoknowyourowncompanytoo!CompetitorAnalysisSystemWhataretheygoingtodo?Differentialcompetitoradvantageanalysisi.e.Whohasthecompetitiveproductadvantage?Keyquestions:Whoarethey?Whatarethecompetingproductfeatures?Whatdotheywant?Whatistheir

3、currentstrategy?PrimarydataSecondarydataDifferentialAdvantageAnalysis*KeyQuestionstoAskforCompetitorAnalysis*Doyouknow…?WhataretheCompetitors’Objectives?WhataretheCurrentStrategiesbeingusedandhowsuccessfulhavetheybeen?WhataretheCapabilitiesofCompetitors?Whataret

4、heirlikelyFutureStrategies?SecondarySourcesofCompetitorInformationSecondarydataCustomercommunicationsInternalsourcesLocalnewspapersAnnualreportsPatentfilingsBusinesspress10KsGovernmentElectronicsdatabasesNewsreleasesTradeassociationsPromotionalliteratureInterne

5、tTradepressConsultantswww.dialog.comwww.dnb.comhttp://www.beernet.comhttp://www.crn.comPrimarySourcesofCompetitorInformation*PrimarydataConsultants/SpecializedFirmsInvestmentbankersEmployeesCustomers(Retailers)*SuppliersSalesforceOtherSourcesofInformationHelp-Wa

6、ntedAdsReverseEngineeringMonitoringTestMarketsHiringKeyEmployees*PlantToursInformationSourceswithEthicalConsiderationsAerialReconnaissanceBuying/StealingTrash(Garbology)PCs/PrintersPhonyWantAdsStep1:AssessCompetitors’ObjectivesThreeCategoriesMarketshareorprofita

7、bility?IssuestoconsiderOwnershipstructureOperatingphilosophyandproceduresCountryoforiginStep2:AssessCompetitors’CurrentStrategies*AssessCompetitors’MarketingStrategyTargetMarketSelectionCoreStrategy(Value-chaincomparison)*Implementation(SupportingMarketingMix)Pr

8、icingPromotionDistributionProduct/ServiceCapabilities:ProductFeaturesMatrix(Figure4-7onp.109)ValueChain*ServiceFirmInfrastructureHumanResourceManagementTechnologyDeve