1. Marketing Management
MBA 505
II. Analyzing Marketing
Opportunities - Dealing with the
Competition
Reported by:
JAMIMA D. SANTOS

2. COMPETITION -
 rivalry among sellers
 increasing profits
 market share
 sales volume
 price, product, distribution and
promotion

3. WHO ARE THE PRIMARY COMPETITORS
1. Industry Concept of Competition
2. Market Concept of Competition

4. Industries are classified according to :
 Number of sellers and degree of product differentiation
 Presence/Absence of entry, mobility, and exit barriers
 Cost structure
 Degree of globalization

5. INDUSTRY STRUCTURE TYPES
1. Pure monopoly
2. Oligopoly
- Pure oligopoly
- Differentiated oligopoly
3. Monopolistic competition
4. Pure competition

6. ANALYZING COMPETITORS
Competitor analysis in marketing is an assessment of
the strengths and weaknesses of current and potential
competitors. Competitor analysis focuses on four key
aspects:
 competitor's objectives
 competitor's strengths and weaknesses
 competitor's strategies
 competitor's resources and capabilities

7. WHY BOTHER TO ANALYZE COMPETITORS?
Competitor analysis has several important roles in
strategic planning:
• To understand their competitive advantages/
disadvantages
• To generate understanding of competitors’ past,
present and future strategies
• To provide an informed basis to develop
strategies
• To help forecast the returns that may be made
from future investments

8. CLASSES OF COMPETITORS
 Strong versus weak
 Close versus distant
 Good versus bad

9. DESIGNING THE COMPETITIVE
INTELLIGENCE SYSTEM
1. Setting up the system
2. Collecting the data
3. Evaluating and analyzing the data
4. Disseminating information and responding

10. USEFUL TECHNIQUES IN DEALING WITH COMPETITION
 Competitor array
 Competitor profiling
 Media Scanning
 Analyzing new competitors

11. END OF REPORT