竞争对手分析工具培训课件

1、北京大学光华管理学院刘 学竞争对手行为分析9/25/20221Xueliu,GSM,PKU北京大学光华管理学院竞争对手行为分析9/24/20221XuWho 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

2、 arena definition is determined by choice among four dimensionsthe 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 chai

3、n(many versus few)9/25/20222Xueliu,GSM,PKUWho are your rivals?A competitIdentifying arenasOne of the 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-s

4、witching data.Judgmental data: customer judgments of substitutability can be obtained by asking a sample of customers to indicate the degree of substitutability between all of possible pairs of products or brands on rating scale.9/25/20223Xueliu,GSM,PKUIdentifying arenasOne of the kProduct industry

5、hierarchyhousewaresFood preparation appliancescoffeemakerspercolatorsDrip coffeemakersProduct features and price optionsProduct features and price optionsbrandsbrandsindustryProduct classProduct typeProductvariants9/25/20224Xueliu,GSM,PKUProduct industry hierarchyhousCompetitive advantage cycle Perf

6、ormance Rewards Satisfaction profits Loyalty shareInvestment in renewalSource of advantage superior assetssuperior capacitiesCompetitive dynamicsErode advantages Positional advantages realizedsuperior customer valueKey sourcefactorsBarriersto imitation9/25/20225Xueliu,GSM,PKUCompetitive advantage cy

7、cle InMap of womens clothing retailers Womens wear value for moneyWomens wear fashionability9/25/20226Xueliu,GSM,PKUMap of womens clothing retailSubstitution from supply sideWhich rivals are serving related product class with the same technology, manufacturing processes, material resources, sales fo

8、rce, 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?9/25/20227Xueliu,GSM,PKUSubstitution from supply sideWWhat Strategic Moves

9、Are Rivals Likely to 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 approaches9/25/20228Xueliu,GSM,PKUWhat St

10、rategic Moves Are RCompetitor AnalysisSuccessful strategists 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 capabilities

11、Trying to anticipate rivals next moves9/25/20229Xueliu,GSM,PKUCompetitor AnalysisSuccessfulPredicting Moves of RivalsPredicting rivals next moves involvesAnalyzing their current competitive positionsExamining public pronouncements about what it will take to be successful in industryGathering informa

12、tion from grapevine about current activities and potential changesStudying past actions and leadershipDetermining who has flexibility to make major strategic changes and who is locked into pursuing same basic strategy9/25/202210Xueliu,GSM,PKUPredicting Moves of RivalsP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

13、设行动行动的可能性9/25/202211Xueliu,GSM,PKU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9/25/202212Xueliu,GSM,PKU竞争对手分析目假设现行战略潜在能力反目标是什么自身、对手主动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力：人力资源、资本、战略能力9/25/202213Xueliu,GSM,PKU竞争对手的潜在能力快速反应的能力：9