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Competitive Analysis and Product Positioning

Competitive Analysis and Product Positioning. Competitors. Direct competitors Indirect competitors Local competitors Cross-over competitors. Identifying the Competitors -1. Product. Direct. Indirect. Local. Industry. Cross-Over. Identifying the Competitors -2.

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Competitive Analysis and Product Positioning

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  1. Competitive Analysis and Product Positioning

  2. Competitors • Direct competitors • Indirect competitors • Local competitors • Cross-over competitors

  3. Identifying the Competitors -1 Product Direct Indirect Local Industry Cross-Over

  4. Identifying the Competitors -2 • Products’ feature and quality • CRM strategies • R&D strategies • Marketing mix • Price • Promotion • Distribution • Supply-chain management

  5. Competitor Profiling — Eastman Kodak • HP • Olympus • cameraworks.com • Snapfish Eastman Kodak • Fuji PurchaseCamera Purchase Accessories Purchase Film • Moto Photo Take Pictures Store Pictureson CD Direct Competition IndirectCompetition Digitally ManipulatePictures SharePictures • Seattle Filmworks • AdobeSystems Download and Choose Pictures to Print Print and Receive Pictures • Geocities • Shutterfly • District • Ofoto • Snapfish • HP

  6. COMPETITIVE ANALYSIS FLOWS OUT OF CUSTOMER ANALYSIS • Understand customers needs and wants • Identify current and potential competitors • Perform industry analysis, identify suppliers and common intermediaries • Understand your competitors • Determine competitor strategies (present and future)

  7. COMPETITORS TO CONSIDER • CURRENT • market structure analysis • perceptual analysis • POTENTIAL(potential entry of new competitors) • remain alert to their possibility • depends on • barriers to entry • expectations about competitive reactions

  8. An Example: Using a Perceptual Map for Competitor Analysis A touch of class / a car to be proud to own • Porsche • Lincoln • Cadillac • Mercedes • BMW Conservative looking / appeals to older people Fun to drive / sporty look / appeals to younger people • Chrysler • Buick • Pontiac • Oldsmobile • Ford • Chevrolet • Dodge • Nissan • Toyota • Plymouth • VW Practical / affordable / good gas mileage

  9. BARRIERS TO ENTRY OF NEW COMPETITORS • Economies of Scale • Lack of Product Differentiation • Capital Requirements • Access to Distribution Channels • Buyer Switching Costs • Government Policies and Regulations

  10. COMPETITIVE RELATIONS • CONFLICT • COMPETITION • COEXISTENCE • COOPERATION • COLLUSION

  11. CONFLICT WITH COMPETITORS • Focus on opponent • Market is viewed as a zero-sum game (one gains only by taking from another) • Competitors’ objectives are mutually inconsistent

  12. COMPETITION • Focus on winning something (usually customers) • Depends on • market attractiveness • industry structure • commitment of competitors • technology required • product differentiation

  13. COMPETITOR COEXISTENCE • Working Toward a Goal Independent of Others • Different Niches of Market Available

  14. COOPERATION • Involves working together toward a common goal • Three main types • Dyadic • Joint Activity • Investment in a Third Party

  15. THREE TYPES OF COMPETITOR COOPERATION Formal Cooperation Dyadic Joint activity Investment in third party • Production • Sourcing • R&D • Promotion • Consortia • Joint ventures • Trade associations • Ownership • Interlocking directorship • Formal exchanges • Subcontracting • Reciprocity

  16. COLLUSION • Cooperative Behavior Designed to Injure a Third Party • customers • suppliers • non-colluding competitors • general public • Can be Direct or Indirect • Often Illegal

  17. GATHERING COMPETITIVE DATA • Establish information-gathering system • Identify your competitors • Perform a competitive audit • Evaluate results of the audit • Regularly integrate into planning process

  18. HOW DO YOU COMPETE? • Offensive Strategies • Concentrate on the competitors’ relative weaknesses • 5 types • Defense Strategies • Goal is to counter each offensive strategy • 6 types

  19. 1) Frontal attack direct confrontation most difficult and dangerous 2) Flanking attack addresses gaps in competition’s market coverage Niche market 3) Encirclement forcing competitor to spread resources thin by probing on many fronts at once 4) Bypass attack avoids confrontation diversification 5) Guerrilla warfare small, intermittent attacks OFFENSIVE STRATEGIES

  20. 1) Position Defense fortify firm’s existing position 2) Mobile Defense Market broadening 3) Preemptive Defense Attacking first (first strike) 4) Flank-positioning extend firm’s offerings into new segments to protect existing 5) Counter-offensive Defense gathering resources and counter-attacking when threatened 6) Strategic Withdrawal DEFENSE STRATEGIES

  21. Partners • Complementary partner • Capability partner

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