logging in or signing up Competitive Marketing pravinasir Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 2731 Category: Business & Fin.. License: All Rights Reserved Like it (54) Dislike it (0) Added: February 09, 2010 This Presentation is Public Favorites: 8 Presentation Description No description available. Comments Posting comment... By: MaqsoodAhmed (7 month(s) ago) nice presentation sir.. can you please send me a copy of this presentation for my Presentation itz on Monday 17-10-2011 Saving..... Post Reply Close Saving..... Edit Comment Close By: Jindabot (9 month(s) ago) Good Saving..... Post Reply Close Saving..... 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See all Premium member Presentation Transcript Slide 1: COMPETITIVE MARKETING STRATEGIES By PRAVIN ASIR S Meenakshi Sundararajan School of Management, Chennai Slide 2: IDENTIFYING COMPETITORS MONOPOLY OLIGOPOLY MONOPOLISTIC COMPETITION PURE COMPETITION ENTRY, MOBILITY, EXIT BARRIERS Slide 3: ANALYSING COMPETITORS STRATEGIES OBJECTIVES STRENGTHS & WEAKNESS REACTION PATTERNS Slide 4: REACTION PATTERNS The laid-back competitor The selective competitor The tiger competitor The stochastic competitor Slide 5: DESIGNING THE COMPETITIVE INTELLIGENCE SYSTEM Setting up the system Collecting the data Evaluating and analyzing the data Disseminating information and responding Slide 6: SELECTING COMPETITORS TO ATTACK AND AVOID Is it worth fighting? Are you strong enough to fight? How strong is your defense? Do you have any choice but to fight? Slide 7: DESIGNING COMPETITIVE STRATEGIES MARKET-LEADER STRATEGIES Expanding the total market Defending the market Expanding market share Slide 8: DEFENSE STRATEGIES Slide 9: MARKET-CHALLENGER STRATEGIES Defining the strategic objective & opponents Choosing a general attack strategy Choosing specific attack strategy Slide 10: ATTACK STRATEGIES Slide 11: SPECIFIC ATTACK Discount Cheaper goods Prestige goods Product proliferation Product innovation Improved services Distribution innovation Manufacturing cost reduction Intensive advertising promotion Slide 12: MARKET-FOLLOWER STRATEGIES COUNTERFEITER (which is illegal) CLONER e.g. the IBM PC clones IMITATOR e.g. car manufacturers imitate the style of one another ADAPTER Slide 13: MARKET-NICHER STRATEGIES Slide 14: COMPETITIVE STRATEGIES …company based analysis Slide 15: Name: Wal-Mart Stores, Inc. Founder(s): Sam Walton Industry: Retailing Products: Retail stores, Sam’s whole sale clubs, discount centres Target market: Mass market Competitors: K-mart, Target, Carrefour, etc… COMPANY PROFILE Slide 16: Branded products @ high quality and lowest price Buying in bulk from manufacturers Given authority to local managers to lower prices based on local competition Low pay for full timers and heavy reliance on part-timers Slide 17: SWOT ANALYSIS STRENGTHS: Great retail brand recognition Low cost leader One stop shopping facility WEAKNESS: Extensive labour & community relation problem Huge span of control OPPORTUNITIES: Many foreign locations unexplored Expand beyond retail & move in other sectors THREATS: Competitors can easily imitate them Both local and global players are threat Slide 18: Name: Dell computers Founder(s): Michael Dell Industry: Computer Systems Computer Software Consulting IT Services Products: Desktops Servers Notebooks Netbooks Printers Televisions Scanners Storage COMPETITORS: HP, LENOVO, HCL, SONY, ACER, TOSHIBA COMPANY PROFILE Slide 19: Customer can design their own computers with flexibility Good after-sales services Bundling products with various support services Slide 20: Works on 3 approaches… Listen: gather information from customers Solve: Innovative and cost effective solutions Impact: Position to impact industry trends Slide 21: SWOT ANALYSIS STRENGTHS: Wide loyal customer base Customer focus WEAKNESS: Huge range of products and components made Dell computers to face problems in providing efficient services all over the world. OPPORTUNITIES: Growing business, education and relationships in many countries Found strong potential markets in the recession THREATS: Currency fluctuations Tough competition from HP Slide 22: Name: Tata Nano Company: Tata Motors Industry: Automobile Project Head: Ratan Tata Target Market: Lower-middle class, Upper-lower class, Middle-middle class Competitors: Maruti 800, Nissan ULC PRODUCT PROFILE Slide 24: SWOT ANALYSIS STRENGTHS: Unique features Low cost Company brand name associated WEAKNESS: Actual showroom prices quotes higher than the actual price No power steering & less safety OPPORTUNITIES: Aiming at a segment which is untouched Internationalization also on cards THREATS: Delay in production because of politics Probability of risk is higher Slide 25: Name: Gulsar Company: Taian Chiran Machinery Co., Ltd Product: Motor bike Target market: Asian countries Carbon copy of Bajaj Pulsar Slide 26: Name: Chery QQ Manufacturer: Chery Automobile Also called: Chery IQ (Chile) Chery Sweet (Russia) MVM 110 (Iran) Production: 2003-present Class: City car Carbon copy of GM-Daewoo Matiz Slide 27: Markets in Iran Philippines Singapore South Africa Thailand Vietnam No good safety facilities Cheapest car in Vietnam Main competitor for Daewoo Matiz Hyundai Atos Hyundai i10 Chevrolet Spark Slide 28: COMPETITIVE APPROACH COST LEADERSHIP WALMART MARKET LEADER DIFFERENTIATION DELL MARKET CHALLENGER COST FOCUS TATA NANO MARKET NICHER DIFFERENTIATION FOCUS CHERY QQ MARKET FOLLOWER COMPETITIVE ADVANTAGE Lower cost Differentiation Broad target Narrow target COMPETITIVE SCOPE Slide 30: THANK YOU You do not have the permission to view this presentation. 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Competitive Marketing pravinasir Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 2731 Category: Business & Fin.. License: All Rights Reserved Like it (54) Dislike it (0) Added: February 09, 2010 This Presentation is Public Favorites: 8 Presentation Description No description available. Comments Posting comment... By: MaqsoodAhmed (7 month(s) ago) nice presentation sir.. can you please send me a copy of this presentation for my Presentation itz on Monday 17-10-2011 Saving..... Post Reply Close Saving..... Edit Comment Close By: Jindabot (9 month(s) ago) Good Saving..... Post Reply Close Saving..... Edit Comment Close By: sweet_anjana99 (11 month(s) ago) kjgjgl Saving..... Post Reply Close Saving..... Edit Comment Close By: m_glosmart (16 month(s) ago) Sir gud day to you... can you please send me a copy of this presentation for my report on Saturday feb.12, 2011..many thanks Saving..... Post Reply Close Saving..... Edit Comment Close By: hyl20101113 (18 month(s) ago) Good ,sir,please mail to hyl20051113@163.com,thank you!!! Saving..... Post Reply Close Saving..... Edit Comment Close loading.... See all Premium member Presentation Transcript Slide 1: COMPETITIVE MARKETING STRATEGIES By PRAVIN ASIR S Meenakshi Sundararajan School of Management, Chennai Slide 2: IDENTIFYING COMPETITORS MONOPOLY OLIGOPOLY MONOPOLISTIC COMPETITION PURE COMPETITION ENTRY, MOBILITY, EXIT BARRIERS Slide 3: ANALYSING COMPETITORS STRATEGIES OBJECTIVES STRENGTHS & WEAKNESS REACTION PATTERNS Slide 4: REACTION PATTERNS The laid-back competitor The selective competitor The tiger competitor The stochastic competitor Slide 5: DESIGNING THE COMPETITIVE INTELLIGENCE SYSTEM Setting up the system Collecting the data Evaluating and analyzing the data Disseminating information and responding Slide 6: SELECTING COMPETITORS TO ATTACK AND AVOID Is it worth fighting? Are you strong enough to fight? How strong is your defense? Do you have any choice but to fight? Slide 7: DESIGNING COMPETITIVE STRATEGIES MARKET-LEADER STRATEGIES Expanding the total market Defending the market Expanding market share Slide 8: DEFENSE STRATEGIES Slide 9: MARKET-CHALLENGER STRATEGIES Defining the strategic objective & opponents Choosing a general attack strategy Choosing specific attack strategy Slide 10: ATTACK STRATEGIES Slide 11: SPECIFIC ATTACK Discount Cheaper goods Prestige goods Product proliferation Product innovation Improved services Distribution innovation Manufacturing cost reduction Intensive advertising promotion Slide 12: MARKET-FOLLOWER STRATEGIES COUNTERFEITER (which is illegal) CLONER e.g. the IBM PC clones IMITATOR e.g. car manufacturers imitate the style of one another ADAPTER Slide 13: MARKET-NICHER STRATEGIES Slide 14: COMPETITIVE STRATEGIES …company based analysis Slide 15: Name: Wal-Mart Stores, Inc. Founder(s): Sam Walton Industry: Retailing Products: Retail stores, Sam’s whole sale clubs, discount centres Target market: Mass market Competitors: K-mart, Target, Carrefour, etc… COMPANY PROFILE Slide 16: Branded products @ high quality and lowest price Buying in bulk from manufacturers Given authority to local managers to lower prices based on local competition Low pay for full timers and heavy reliance on part-timers Slide 17: SWOT ANALYSIS STRENGTHS: Great retail brand recognition Low cost leader One stop shopping facility WEAKNESS: Extensive labour & community relation problem Huge span of control OPPORTUNITIES: Many foreign locations unexplored Expand beyond retail & move in other sectors THREATS: Competitors can easily imitate them Both local and global players are threat Slide 18: Name: Dell computers Founder(s): Michael Dell Industry: Computer Systems Computer Software Consulting IT Services Products: Desktops Servers Notebooks Netbooks Printers Televisions Scanners Storage COMPETITORS: HP, LENOVO, HCL, SONY, ACER, TOSHIBA COMPANY PROFILE Slide 19: Customer can design their own computers with flexibility Good after-sales services Bundling products with various support services Slide 20: Works on 3 approaches… Listen: gather information from customers Solve: Innovative and cost effective solutions Impact: Position to impact industry trends Slide 21: SWOT ANALYSIS STRENGTHS: Wide loyal customer base Customer focus WEAKNESS: Huge range of products and components made Dell computers to face problems in providing efficient services all over the world. OPPORTUNITIES: Growing business, education and relationships in many countries Found strong potential markets in the recession THREATS: Currency fluctuations Tough competition from HP Slide 22: Name: Tata Nano Company: Tata Motors Industry: Automobile Project Head: Ratan Tata Target Market: Lower-middle class, Upper-lower class, Middle-middle class Competitors: Maruti 800, Nissan ULC PRODUCT PROFILE Slide 24: SWOT ANALYSIS STRENGTHS: Unique features Low cost Company brand name associated WEAKNESS: Actual showroom prices quotes higher than the actual price No power steering & less safety OPPORTUNITIES: Aiming at a segment which is untouched Internationalization also on cards THREATS: Delay in production because of politics Probability of risk is higher Slide 25: Name: Gulsar Company: Taian Chiran Machinery Co., Ltd Product: Motor bike Target market: Asian countries Carbon copy of Bajaj Pulsar Slide 26: Name: Chery QQ Manufacturer: Chery Automobile Also called: Chery IQ (Chile) Chery Sweet (Russia) MVM 110 (Iran) Production: 2003-present Class: City car Carbon copy of GM-Daewoo Matiz Slide 27: Markets in Iran Philippines Singapore South Africa Thailand Vietnam No good safety facilities Cheapest car in Vietnam Main competitor for Daewoo Matiz Hyundai Atos Hyundai i10 Chevrolet Spark Slide 28: COMPETITIVE APPROACH COST LEADERSHIP WALMART MARKET LEADER DIFFERENTIATION DELL MARKET CHALLENGER COST FOCUS TATA NANO MARKET NICHER DIFFERENTIATION FOCUS CHERY QQ MARKET FOLLOWER COMPETITIVE ADVANTAGE Lower cost Differentiation Broad target Narrow target COMPETITIVE SCOPE Slide 30: THANK YOU