竞争对手分析工具培训

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1、竞争对手行为分析天马行空官方博客：http://t.qq.com/tmxk_docin；QQ:1318241189；QQ群：17556963210/4/20211Whoareyourrivals?Acompetitivearenamaybeasbroadasanindustryorasnarrowasproductmarket.Usually,thetacticaldecisionneedsnarrowdefinitionofcompetitivearena,butstrategicdecisionneedsbroaderone.Thearenad

2、efinitionisdeterminedbychoiceamongfourdimensionsthearrayofproductorservicecategories(singleproductversusbroadcategory);theclass/segmentsofcustomers(singleormultiplesegments);geographicscope(singleregionorcountryversusglobal);numberofactivitiesinthevaluechain(manyversusfew)天马行空

3、官方博客：http://t.qq.com/tmxk_docin；QQ:1318241189；QQ群：17556963210/4/20212IdentifyingarenasOneofthekeywaysacompetitivearenaistoexaminethepatternsofsubstitution:supply-sideanddemand-sideperspective.Substitutionfromthedemandside:customer-definedarenas:cross-elasticitiesbrand-switchin

4、gdata.Judgmentaldata:customerjudgmentsofsubstitutabilitycanbeobtainedbyaskingasampleofcustomerstoindicatethedegreeofsubstitutabilitybetweenallofpossiblepairsofproductsorbrandsonratingscale.10/4/20213ProductindustryhierarchyhousewaresFoodpreparationappliancescoffeemakerspercola

5、torsDripcoffeemakersProductfeaturesandpriceoptionsProductfeaturesandpriceoptionsbrandsbrandsindustryProductclassProducttypeProductvariants10/4/20214CompetitiveadvantagecyclePerformanceRewardsSatisfaction•profitsLoyalty•shareInvestmentinrenewalSourceofadvantagesuperiorassetssup

6、eriorcapacitiesCompetitivedynamicsErodeadvantagesPositionaladvantagesrealizedsuperiorcustomervalueKeysourcefactorsBarrierstoimitation10/4/20215Mapofwomen’sclothingretailers•••Women’swearvalueformoneyWomen’swearfashionability•••••••••••••••••••10/4/20216Substitutionfromsupplysi

7、deWhichrivalsareservingrelatedproductclasswiththesametechnology,manufacturingprocesses,materialresources,salesforce,anddistributionchannels?Whatisthegeographicscopeofthemarket?itisregionalorglobal?Whichcompetitorsshouldbeincluded-onlythosepresentlyservingthemarketorpotentialen

8、trantswithcapacitytocompete?10/4/20217WhatStrategicMovesAreRi