Marketing ManagementMarketing Management

III. Analyzing Marketing I. Analyzing Marketing Opportunities - Dealing with the Opportunities - Dealing with the

CompetitionCompetition

MBA 505MBA 505

JAMIMA D. SANTOSJAMIMA D. SANTOSReported by:Reported by:

COMPETITION -

rivalry among sellers

increasing profits

market share

sales volume

price, product, distribution and promotion

WHO ARE THE PRIMARY COMPETITORS

2. Market Concept of Competition

1. Industry Concept of Competition

Industries are classified according to :

Number of sellers and degree of product differentiation

Presence/Absence of entry, mobility, and exit barriers

Cost structure

Degree of globalization

INDUSTRY STRUCTURE TYPES

1.Pure monopoly

2.Oligopoly

- Pure oligopoly

- Differentiated oligopoly

3.Monopolistic competition

4.Pure competition

ANALYZING COMPETITORS

Competitor analysis in marketing is an assessment of the strengths and weaknesses of current and potential competitors. Competitor analysis focuses on four key aspects:

competitor's objectives

competitor's strengths and weaknesses

competitor's strategies

competitor's resources and capabilities

WHY BOTHER TO ANALYZE COMPETITORS?

Competitor analysis has several important roles in strategic planning:

• To understand their competitive advantages/ disadvantages

• To generate understanding of competitors’ past, present and future strategies

• To provide an informed basis to develop strategies

• To help forecast the returns that may be made from future investments

CLASSES OF COMPETITORS

Strong versus weak

Close versus distant

Good versus bad

DESIGNING THE COMPETITIVE INTELLIGENCE SYSTEM

1.Setting up the system

2.Collecting the data

3.Evaluating and analyzing the data

4.Disseminating information and responding

USEFUL TECHNIQUES IN DEALING WITH COMPETITION

Competitor array

Competitor profiling

Media Scanning

Analyzing new competitors

END OF REPORTEND OF REPORT