Stakeholders, competitors and Marketing mix

analysis

Stakeholders shape the operating environment

Macro-environment

Firm/ OrganizationStructureCultureCompetencies Resources or 7 „S“

OperatingEnvironment

Trade Association

Regulators

Union/employees

Competitors

Creditors Suppliers

Customers

Communities

Stockholders/shareholders

EconomicForces

EcologicalForces

Socio-culturalForces

TechnologicalForces

PoliticalForces

Stakeholder analysis

Who matters, how much◦ Customers, suppliers, owners, workers,

community groups, government◦ At core, strategic, or environmental levels

What matters, why and when◦ What is at stake for the stakeholders? Why do

they care? When and how might they act?◦ What is at stake for the firm? What are the

likely impacts on the firm? Why? When? Response options

◦ Cooperate, compete, coopt, cut out...

Stakeholders evaluation matrix

Importance to Firm

Low Average High

Low

Avera

ge

Hig

h

Infl

uen

ce o

n

Init

iati

ve

SH1SH3

SH2

Competitive Analysis – beyond Porter 5 CFs

Competitors are the firms that compete to serve the same customers in the same marketplace.

Competitors can compete directly or indirectly.

Competition happens on two levels:1. Product or service competition

Competition at the level of the value proposition and marketing (covered in the first workshop)

2. Company competition Competition at the level of company strategy

Or: competition on the same NEEDS and competion in the same INDUSTRY!!!!! (e.g. well-being, beauty, leisure, education

Analyzing competitors Product form competition:narrowest form, includes products

of the same product type. Product class/category competition: products with similar

features that provide the same basic function. Generic competition: products that fulfill same basic need. Budget competition: products that compete for the same

discretionary budget dollars.

Customer Awareness

Product Quality

Product Availability

Technical Assistance

Selling Staff

Competitor A E E P P G

Competitor B G G E G E

Competitor C F P G F F

Note: E = excellent, G = good, F = fair, P = poor.

Customer’s Ratings of Competitors on Key Success Factors – see also MKT mix analysis

Marketing mix – analyzing competitors according MKT mix - example

The best is to provide GAP ANALYSIS of marketing mix – what competitors have and do and what customers would like and do not like so much (the second step needs surveys and interviews with customers or complaints analyses)

Review you STEEPLE analysis with the use of stakeholder analysis – for your project

Think about which issues competitors do and do different or do not do– GAP analysis of MKT mix – again for your project

DO NOT FORGET TO THINK ABOUT THE SPECIFICITIES OF THE COUNTRY ENVIRONMENT AND EU POSSIBLE IMPACT AS WHOLE!!!! – see for instance legislation to MKT mix variables from EU Commission web pages…. http://ec.europa.eu/legislation/index_en.htm

And interesting web page from Alex – public data: http://www.google.com/publicdata/directory?hl=en

task