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Institute of Management Studies UOP
Institute of Management Studies UOP
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Chapter 9 Dealing with the Competition by ,[object Object],[object Object],[object Object]
Kotler on Marketing ,[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Chapter Objectives
Figure 9-1: Five Forces Determining Segment Structural Attractiveness Competitive Forces ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Figure 9-2: Barriers and Profitability
Identifying Competitors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Identifying Competitors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Figure 9-3: Competitor Map – Eastman Kodak
[object Object],Analyzing Competitors Figure 9-5: A Competitor’s Expansion Plans
Table 9-1: Customer’s Ratings of Competitors on Key Success Factors Note: E = excellent, G = good, F = fair, P = poor. F F G P F Competitor C E G E G G Competitor B G P P E E Competitor A Selling Staff Technical Assistance Product Availability Product Quality Customer Awareness
Analyzing Competitors ,[object Object],[object Object],[object Object],[object Object]
Table 9-2: Market Share, Mind Share, and Heart Share 8 11 11 11 11 10 19 19 20 Competitor C 53 47 44 35 31 30 37 34 30 Competitor B 39% 42% 45% 54% 58% 60% 44% 47% 50% Competitor A 2002 2001 2000 2002 2001 2000 2002 2001 2000 Heart Share Mind Share Market Share
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Analyzing Competitors
Designing The Competitive Intelligence System ,[object Object],[object Object],[object Object],[object Object],[object Object]
Table 9-3: Customer Cost of Three Brands $140 $135 $130 Total costs 8 5 6 Disposal costs 5 3 3 Ownership costs 7 3 2 Maintenance costs 10 7 4 Usage costs 30 25 15 Acquisition costs $ 80 $ 90 $100 Price C B A
Figure 9-6: Hypothetical Market Structure Designing Competitive Strategies
Designing Competitive Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Figure 9-7: Six Types of Defense Strategies Designing Competitive Strategies
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Designing Competitive Strategies
Figure 9-8: Relationship Between Market Share and Profitability ,[object Object],Designing Competitive Strategies
Figure 9-9: The Concept of Optimal Market Share Designing Competitive Strategies
Designing Competitive Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Designing Competitive Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Designing Competitive Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Figure 9-10: Attack Strategies
Designing Competitive Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Designing Competitive Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Designing Competitive Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Balancing Customer and Competitor Orientations ,[object Object],[object Object],[object Object]

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Ch09a

  • 1.
  • 2.
  • 3.
  • 4.
  • 5. Figure 9-2: Barriers and Profitability
  • 6.
  • 7.
  • 8. Figure 9-3: Competitor Map – Eastman Kodak
  • 9.
  • 10. Table 9-1: Customer’s Ratings of Competitors on Key Success Factors Note: E = excellent, G = good, F = fair, P = poor. F F G P F Competitor C E G E G G Competitor B G P P E E Competitor A Selling Staff Technical Assistance Product Availability Product Quality Customer Awareness
  • 11.
  • 12. Table 9-2: Market Share, Mind Share, and Heart Share 8 11 11 11 11 10 19 19 20 Competitor C 53 47 44 35 31 30 37 34 30 Competitor B 39% 42% 45% 54% 58% 60% 44% 47% 50% Competitor A 2002 2001 2000 2002 2001 2000 2002 2001 2000 Heart Share Mind Share Market Share
  • 13.
  • 14.
  • 15. Table 9-3: Customer Cost of Three Brands $140 $135 $130 Total costs 8 5 6 Disposal costs 5 3 3 Ownership costs 7 3 2 Maintenance costs 10 7 4 Usage costs 30 25 15 Acquisition costs $ 80 $ 90 $100 Price C B A
  • 16. Figure 9-6: Hypothetical Market Structure Designing Competitive Strategies
  • 17.
  • 18. Figure 9-7: Six Types of Defense Strategies Designing Competitive Strategies
  • 19.
  • 20.
  • 21. Figure 9-9: The Concept of Optimal Market Share Designing Competitive Strategies
  • 22.
  • 23.
  • 24.
  • 25. Figure 9-10: Attack Strategies
  • 26.
  • 27.
  • 28.
  • 29.