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Team 7
Aarti Srinivasan Aashina Neha Rathore Sanjana Reddy Gargi Banerjee
Topics
Identifying Competitors Assessing Competitors Predicting Reaction Patterns Attack and Defense Strategies Designing Competitive Intelligence Formulating Marketing Strategies
Approaches Porters Competitive Forces Competitive Positions and Related Strategies
Case Study-Dell Balancing Customer and Competitor Orientation Blue Ocean Strategy
Competitor Analysis
Competitive Strategies
Competitor Analysis
Assessing Competitors
Competitors objectives Profitability Market share growth Cash flow Technological leadership Service leadership Competitors strategies Strategic group offers the strongest competition
Assessing Competitors
Competitors strengths and weaknesses What can our competitors do? Benchmarking Estimating competitors reactions What will our competitors do?
Formulated marketing
Intrepreneurial marketing
Focus
Competitive Positions
Market Strategies
PROTECT MARKET SHARE BY: Fixing or preventing weaknesses that provide opportunities to competitors Maintain consistent prices that provide value Keep strong customer relationships Continuous innovation
IMITATOR: imitator copies some things from the leader but maintains differentiation in terms of packaging,advertising,pricing or location the leader doesnt mind the imitator as long as the imitator doesnt attack the leader aggressively e.g. car manufacturers imitate the style of one another
ADAPTOR: the adaptor takes the leaders products and adapts or improves them.
PRODUCTS: Desktops, servers, notebooks, netbooks, printers, televisions, scanners, storage COMPETITORS: HP, LENOVO, HCL, SONY, ACER, TOSHIBA
SWOT Analysis
STRENGTHS
Wide loyal customer base Customer focus Huge range of products and components made dell computers to face problems in providing efficient services all over the world
WEAKNESS
OPPORTUNITIES
Growing business , education and relationships in many countries Found strong potential markets in the recession
THREATS
Summary
1. To prepare an effective marketing strategy, a company must study competitors as well as actual and potential customers. Marketers need to identify competitors strategies, objectives, strengths, and weaknesses. 2. A companys closest competitors are those seeking to satisfy the same customers and needs and making similar offers. A company should also pay attention to latent competitors, who may offer new or other ways to satisfy the same needs. A company should identify competitors by using both industry-and market-based analyses. 3. A market leader has the largest market share in the relevant product market.to remain dominant, the leader looks for ways to expand total market demand, attempts to protect its current market share, and perhaps tries to increase its market share. 4. A market challenger attacks the market leader and other competitors in an aggressive bid for more market share.
Summary
5. A market follower is a runner-up firm willing to maintain its market share and not rock the boat. A follower can play the role of counterfeiter, cloner, imitator , or adapter. 6. A market nicher serves small segments not being served by larger firms. The key to nichemanship is specialization. Nichers develop offerings to fully meet a certain group of customers needs, commanding a premium price in the process. 7. As important as a competitive orientation is in todays global markets, companies should not overdo the emphasis on competitors. They should maintain a good balance of consumer and competitor monitoring.