競爭對手分析工具培訓

1、競爭對手行為分析8/19/20221Who are your rivals?A competitive arena may be as broad as an industry or as narrow as product market. Usually, the tactical decision needs narrow definition of competitive arena, but strategic decision needs broader one. The arena definition is determined by choice among four dime

2、nsionsthe array of product or service categories(single product versus broad category);the class/segments of customers(single or multiple segments);geographic scope(single region or country versus global);number of activities in the value chain(many versus few)8/19/20222Identifying arenasOne of the

3、key ways a competitive arena is to examine the patterns of substitution: supply-side and demand-side perspective.Substitution from the demand side: customer-defined arenas: cross-elasticities brand-switching data.Judgmental data: customer judgments of substitutability can be obtained by asking a sam

4、ple of customers to indicate the degree of substitutability between all of possible pairs of products or brands on rating scale.8/19/20223Product industry hierarchyhousewaresFood preparation appliancescoffeemakerspercolatorsDrip coffeemakersProduct features and price optionsProduct features and pric

5、e optionsbrandsbrandsindustryProduct classProduct typeProductvariants8/19/20224Competitive advantage cycle Performance Rewards Satisfaction profits Loyalty shareInvestment in renewalSource of advantage superior assetssuperior capacitiesCompetitive dynamicsErode advantages Positional advantages reali

6、zedsuperior customer valueKey sourcefactorsBarriersto imitation8/19/20225Map of womens clothing retailers Womens wear value for moneyWomens wear fashionability8/19/20226Substitution from supply sideWhich rivals are serving related product class with the same technology, manufacturing processes, mate

7、rial resources, sales force, and distribution channels? What is the geographic scope of the market? it is regional or global?Which competitors should be included-only those presently serving the market or potential entrants with capacity to compete?8/19/20227What Strategic Moves Are Rivals Likely to

8、 Make Next?A firms own best strategic moves are affected byCurrent strategies of competitorsActions competitors are likely to take nextProfiling key rivals involves studyingCurrent position in industryStrategic objectivesBasic competitive approaches8/19/20228Competitor AnalysisSuccessful strategists

9、 take great pains in scouting competitors Understanding their strategiesWatching their actionsEvaluating their vulnerability to driving forces and competitive pressuresSizing up their resource strengths and weaknesses and their capabilitiesTrying to anticipate rivals next moves8/19/20229Predicting M

10、oves of RivalsPredicting rivals next moves involvesAnalyzing their current competitive positionsExamining public pronouncements about what it will take to be successful in industryGathering information from grapevine about current activities and potential changesStudying past actions and leadershipD

11、etermining who has flexibility to make major strategic changes and who is locked into pursuing same basic strategy8/19/202210競爭對手行為推斷架構信息或知識動機可能的行動空間資源感知環(huán)境假設行動行動的可能性8/19/202211競爭對手分析目標假設現(xiàn)行戰(zhàn)略潛在能力反應目標是什么目標忠實度現(xiàn)實與目標的差距自身、對手行業(yè)趨勢主動行動？對我們戰(zhàn)略的反應8/19/202212競爭對手的潛在能力快速反應的能力：適應變化能力：外部注意力及判斷；資源-現(xiàn)金儲備、借貸能力、尚未推出的新產(chǎn)品持久競爭能力：資金儲備、技術、管理層的一致性增長潛