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7/30/2019 Competitive Marketing
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An attempt to answer one basicquestion:
What is the profile of each competitor?
What is each likely to do?
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Comparing relative strengths andweaknesses in capabilities/ competenciesvis--vis competition
Monitoring competitor actions
Warning management of rival moves andcountermoves, actual or contemplated
Developing competitive strategies tosafeguard competitive edge
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Helps monitor competitors actions and analyzetheir CA
Helps develop counter strategies
Helps identify neglected or emerging marketsegments
Helps Identify optimum marketing mixes
Assists in decisions to add/drop/modify a product
Helps develop more accurate strategic plans
In the next 10 to 15 years, collecting outside information
is going to be the next frontier- peter Drucker
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Conception of product?
Needs tracing?
Before the birth of competition? During internal external analysis?
Strategic importance of relativity
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Intelligence is pre-requisite for strategyformulation BUT it is never a substitute for
good judgment and it is important only tothe extend that it is believed and deals with
real issues for management.
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Gauging capabilities and core competencies
Details about product lines
Technology
Financial statements
Financial resources
Physical resources
Man power Quality of management and their philosophy
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The meaning of all the easily availableintelligence
Determining intentions Evaluating future moves
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Bias can cloud your interpretation of intelligenceinformation
Forcing the evidence to fit preconceptions
Being hostile to evidence at odds with beliefs
Predicting the most feared competitive intentions as a
defense to any future post mortem
As a way of getting support for a favored strategy
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What they say about themselves
What others say about them
Media coverage Past record
Online
Mystery shopping Publications and case studies
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Milking potential recruits
Picking the brains of employees at conferences Hiring people away from competitors
Encouraging key customers to talk
Grilling suppliers
Hiring consultants to interview competitors
Analyzing labor contracts
Studying photographs
Doing reverse engineering Getting clues from advertisements and other brand
cues
Buying garbage
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Company website
Clients websites
Product reviews Articles and publications
Databases
Social networks
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Ability to conceive and design
Ability to Produce
Ability to market Ability to finance
Ability to manage
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Case:
It is 9:05am Thursday morning. A dead
body was found in faculty parking lot. 4detective teams are hired to investigatethe case
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Birthday point
CR 11
Student car park
Language Lab
Research Lab
Exam branch
Faculty room Fish pond
Accounts office
Library
Conference Room
Store room
Table tennis area
Dean office
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Asifi
DD Admin
Tahir Saab
Arif Bhai
DCE Col saab
Ashiq saab
Faisal Sarfarz Bhai
Javaid Chacha
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Laptop
CPU
Telephone
Vase
Rope
Photocopy machine
Stapler Notice board
Table lamp