竞争对手分析工具培训

1、竞争对手行为分析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竞争对手行为推断架构信息或知识动机可能的行动空间资源感知环境假设行动行动的可能性8/19/202211竞争对手分析目标假设现行战略潜在能力反应目标是什么目标忠实度现实与目标的差距自身、对手行业趋势主动行动？对我们战略的反应8/19/202212竞争对手的潜在能力快速反应的能力：适应变化能力：外部注意力及判断；资源-现金储备、借贷能力、尚未推出的新产品持久竞争能力：资金储备、技术、管理层的一致性增长潜