Dealing with competition

mbaguy

Download

Post to :

URL :

Related Presentations :

Add to Flag Embed

Views: 10259

Category: Education

Presentation Description

Dealing with Competition-A Philip Kotler Guide

Comments

By: dunk2010 (33 month(s) ago) Private Comment

sale cheap shoes at http://sale-cheap-shoes.com

Presentation Transcript

Dealing with Competition :

Dealing with Competition 9 Marketing Management A South Asian Perspective, 13th ed

Chapter Questions :

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 9-2 Chapter Questions How do marketers identify primary competitors? How should we analyze competitors’ strategies, objectives, strengths, and weaknesses? How can market leaders expand the total market and defend market share?

Chapter Questions (cont.) :

Mobile service providers compete with each other through innovative marketing ideas :

Figure 9.1 Five Forces Determining Segment Structural Attractiveness :

Identifying Competitors :

Industry Concept of Competition :

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 9-7 Industry Concept of Competition Number of sellers and degree of differentiation Entry, mobility, and exit barriers Cost structure Degree of vertical integration Degree of globalization

Figure 9.2 Strategic Groups :

Figure 9.4 A Competitor’s Expansion Plans :

Table 9.1 Customer Ratings of Competitors on Key Success Factors :

Strengths and Weaknesses :

Steps in Benchmarking :

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 9-12 Steps in Benchmarking Determine which functions or processes to benchmark Identify the key performance variables to measure Identify the best-in-class companies Measure the performance of best-in-class companies

Steps in Benchmarking (cont.) :

Fake brands in Rural Markets :

Figure 9.5 Hypothetical Market Structure :

Gap Tried to Appeal to Too Broad a Market :

Expanding the Total Market :

Figure 9.6 Six Types of Defense Strategies :

Figure 9.7 Optimal Market Share :

Factors Relevant to Pursuing Increased Market Share :

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 9-20 Factors Relevant to Pursuing Increased Market Share Possibility of provoking antitrust action Economic cost Pursuing the wrong marketing-mix strategy The effect of increased market share on actual and perceived quality

Other Competitive Strategies :

Market Challenger Strategies :

In Sri Lanka, Tapal has challenged Unilever to emerge as a serious competitor :

General Attack Strategies :

Pepsi buys Gatorade in a Bypass Strategy :

Specific Attack Strategies :

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 9-26 Specific Attack Strategies Price discounts Lower-priced goods Value-priced goods Prestige goods Product proliferation Product innovation Improved services Distribution innovation Manufacturing-cost reduction Intensive advertising promotion

Market Follower Strategies :

Market Nicher Strategies :

Niche Specialist Roles :

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 9-29 Niche Specialist Roles End-User Specialist Vertical-Level Specialist Customer-Size Specialist Specific-Customer Specialist Geographic Specialist Product-Line Specialist Job-Shop Specialist Quality-Price Specialist Service-Specialist Channel Specialist

Balancing Orientations :

Marketing Debate :

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 9-31 Marketing Debate How do you attack a category leader? Take a position: The best way to challenge a leader is to attack its strengths. or 2. The best way to attack a leader is to avoid a head-on assault and to adopt a flanking strategy.

Marketing Discussion :

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 9-32 Marketing Discussion Pick an industry. Classify firms according to the four different roles they might play. How would you characterize the nature of competition? Do the firms follow the principles described in this chapter?