Date post: | 31-May-2018 |
Category: |
Documents |
Upload: | paramjit-sharma |
View: | 214 times |
Download: | 0 times |
of 36
8/14/2019 Marketing Competition
1/36
PARAMJIT SHARMA 1
Marketing Competition
8/14/2019 Marketing Competition
2/36
PARAMJIT SHARMA 2
8/14/2019 Marketing Competition
3/36
PARAMJIT SHARMA 3
8/14/2019 Marketing Competition
4/36
PARAMJIT SHARMA 4
Market Competition is a Contest between individuals, groups,or Organizations for territory, a niche, or a location ofresources. It arises whenever at least two parties strive for agoal which cannot be shared.
8/14/2019 Marketing Competition
5/36
PARAMJIT SHARMA 5
Business is often associated with competition as mostcompanies are in competition with at least one other firmover the same group of customers
8/14/2019 Marketing Competition
6/36
PARAMJIT SHARMA 6
Marketing Competition
Poor firms ignore their competitors
8/14/2019 Marketing Competition
7/36
PARAMJIT SHARMA 7
Marketing Competition
Average firms copy their competitors
8/14/2019 Marketing Competition
8/36
PARAMJIT SHARMA 8
Marketing Competition
Winning Firms lead their competitors
8/14/2019 Marketing Competition
9/36
9
Marketing Competition- issues
Primary Competitors
Ascertaining their Strategies, Strengths.
Designing Competitive Intelligence
Positioning as LeaderFollower
Balancing Customer- Competitor Orientation
8/14/2019 Marketing Competition
10/36
PARAMJIT SHARMA 10
Competitive Forces
1. Threat of Intense Segment Rivalry
2. Threat of New Entrants
3 Threat of Substitutes
4 Threat of Buyers Growing Bargaining power
5 Threat of Supplier's Growing Bargaining Power
http://blog.badgeville.com/wp-content/uploads/2011/12/Ram-Flight.jpg8/14/2019 Marketing Competition
11/36
PARAMJIT SHARMA 11
Segment Attractiveness- five forces
Industry CompSegment Rivalry
BuyersSuppliers
PotentialEntrants
Substitutes
8/14/2019 Marketing Competition
12/36
PARAMJIT SHARMA 12
Identifying Competitors
Industry Concept Market Concept
8/14/2019 Marketing Competition
13/36
PARAMJIT SHARMA 13
Identifying Competitors
Industry Concept
8/14/2019 Marketing Competition
14/36
PARAMJIT SHARMA 14
Industry Concept
Infosys TCS
Cognizant WIPRO
Product Differentiation
Cost
Vertical Integration
Degree of Globalization
8/14/2019 Marketing Competition
15/36
PARAMJIT SHARMA 15
Market Competition
Market Concept
8/14/2019 Marketing Competition
16/36
PARAMJIT SHARMA 16
Market Conceptmeeting needs of same Customer
MultiplexSingleScreen
8/14/2019 Marketing Competition
17/36
PARAMJIT SHARMA 17
ANALYSING
COMPETITORS
StrategiesObjectives
Strengths & Weaknesses
Reactions Patterns
8/14/2019 Marketing Competition
18/36
18
Strategic Groups in the Major Appliance Industry
VerticalIntegrationHigh Low
LowQuality
HighQuality Group A------1Narrow Line
Low CostHigh ServiceHigh Price
Group C------4Moderate Line
Medium Mfg. CostMedium ServiceMedium Price
ServiceMedium PriceGroup B------3
Full LineLow Mfg. CostMedium Price
Good Service
Group D------2Broad LineMedium Mfg. CostLow PriceLow Service
8/14/2019 Marketing Competition
19/36
PARAMJIT SHARMA 19
Objectives- Competitors Plan
Individual Commercial EducationaUsersl
PC
HardWare
Software
Dell
8/14/2019 Marketing Competition
20/36
PARAMJIT SHARMA 20
Customer Product Product Technical Selling Awareness Quality Availability Assistance Staff
Competitor A E E P P G
Competitor B G G E G E
Competitor C F P G F F
WHERE E=Excellent G is Good F is fair and P is poor
Customers Rating of Competitors
8/14/2019 Marketing Competition
21/36
21
Analyzing Competitors- SW
Share of MarketShare of MindShare of Heart
07 08 09 07 08 09 07 08 09
50%
%
47% 44% 60% 58% 54% 45% 42% 39%
30 34 37 30 31 35 44 47 53
20 19 19 10 11 11 11 11 8
Comp A
Comp B
Comp C
20
Market Share Share of Mind Share of Heart
8/14/2019 Marketing Competition
22/36
PARAMJIT SHARMA 22
Selecting Competitors
Strong VS Weak
Close vs Distant
Good vs Bad
8/14/2019 Marketing Competition
23/36
PARAMJIT SHARMA 23
Reactions Patterns- competitors centered
A is going all out to crush us inthe North Zone
With draw from North Zone toavoid Messy Battle
B is improving its distributioncoverage in South Zone andhurting our Sales
Increasing Trade PromotionBudget in South Zone
C has introduced new servicefeature in the west Zoneaffecting our sales
Increase our advertisingexpenditure in the west Zone
8/14/2019 Marketing Competition
24/36
PARAMJIT SHARMA 24
Reactions Patterns- Customer centered
Market Growing at 5% annually
Improve components, qualitycontrol Satisfaction level ofCustomers
Quality Segment Growing at 8%annually.
Avoid cutting prices, improvingquality every where
Customers desired 24/7 serviceline which is offered by none
Install 24/7 service line if lookspromising
8/14/2019 Marketing Competition
25/36
PARAMJIT SHARMA 25
Competitive Strategiesfor Market Leaders
8/14/2019 Marketing Competition
26/36
PARAMJIT SHARMA 26
designing market Strategies
40%
30%
20%
10%
Market Leader
Market Challenger
Market Follower
Market Nicher
8/14/2019 Marketing Competition
27/36
PARAMJIT SHARMA27
designing market Strategies
Expanding the Total MarketNew usersNew UsesMore Usages
Defending Market Sharedefensive strategies
flank defensepreemptive defense
counter offensivemobile defensecontraction defense
LeadersStrategy
8/14/2019 Marketing Competition
28/36
PARAMJIT SHARMA28
LeadersStrategy
designing market Strategies -expanding market share
Attacker
3 Preemptive
4Counteroffensive
Defender
2Flank
5Mobile
6Contraction
1Position
8/14/2019 Marketing Competition
29/36
PARAMJIT SHARMA29
Expanding Market Share
Customer knowledgeLong term outlookProduct innovationAdvertisingAggressive sales forceCompetitive toughnessManufacturing EfficiencyBrand MgtPremium PerformanceSuperior Service
LeadersStrategy
designing market Strategies
8/14/2019 Marketing Competition
30/36
PARAMJIT SHARMA30
designing market Strategies
Defining Stg. Objectives & Opponents
Choosing General Attack Strategies
Choosing Specific Attack Strategies
ChallengersStrategies
8/14/2019 Marketing Competition
31/36
PARAMJIT SHARMA31
designing market Strategies
Defining Stg. Objectives & Opponents
It can attack the market Leader -xerox on 3m
It can attack firms with ageing products, high price
It can attack small, regional or local firms---merger of small banks
ChallengersStrategies
8/14/2019 Marketing Competition
32/36
PARAMJIT SHARMA32
designing market Strategies
Choosing General Attack Strategies
Frontal AttackFlank AttackEncirclement AttackBypass AttackGuerrilla Warfare
ChallengersStrategies
8/14/2019 Marketing Competition
33/36
PARAMJIT SHARMA33
designing market Strategies
Choosing Specific Attack Strategies
Discounting ProductLower PricingImproved ProductMore ServicesInnovative Distribution
ChallengersStrategies
8/14/2019 Marketing Competition
34/36
PARAMJIT SHARMA34
designing market Strategies
CounterfeitersCloners
ImitatorsAdapters
Follower
Strategies
8/14/2019 Marketing Competition
35/36
PARAMJIT SHARMA35
designing market strategies
End user Specialists
Vertical Level Specialists
Customer Size Specialists
Specific Customer Specialists
Product line Specialists
Product feature SpecialistsJob-shop Specialists
Quality price Specialists
Service Specialists
Channel Specialists
NichersStrategies
8/14/2019 Marketing Competition
36/36
PARAMJIT SHARMA36
Thanks and Questions