Competitor analysis system03

8/7/2019 Competitor analysis system03

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PRESENTATION OF PRODUCT

MANAGEMENT

TOPIC: MARKET COMPETION &COMPETITIORS ANALYSIS AND NEW

PRODUCT DEVELOPMENT

PRESENT BY:

-- MOIN GAJIPARA

-- SAMIR DHOL


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Market competitionMarket competition

y Types of market competition

1) Perfect competition

2) Monopolistic competition3) Oligopoly competition

4) Monopoly competition


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Competitor AnalysisCompetitor Analysis

Compaq

Apple

Sony

Dell

gobi


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WhatisCompetitive Intelligence?WhatisCompetitive Intelligence?

y A systematic and ethical program forgatheringinformation aboutcompetitorsand generalbusinesstrendsto furtheryour own companysgoals


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WhyC

I?Wh

yC

I?Playing the Game

Better

y Focus on existing

competitors/strategicposition

y Leverage value chainstrengths

y Incrementallyimprove existingstrategies/tactics

Play the GameDifferently

y New market

opportunityy New customers

y Develop/leverage newvalue chain strengths

y New strategies/tactics


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Competitor Intelligence PyramidC

ompetitor Intelligence Pyramid

s

z

aSources of DataSources of Data

Analysis of DataAnalysis of Data

RecommendationsRecommendations


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Analysis ofDataAnalysis ofData

Sources ofDataSources ofData

Competitor Intelligence PyramidC

ompetitor Intelligence Pyramid

y Industry experts/analysts

y Industry publications

y Trade shows/conferences

y Advertisements/PR

y University research center

y Financial

y Court documents/patents

y Suppliers/customers

y Newspapers/business wire


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Competitor Intelligence PyramidCompetitor Intelligence PyramidyValue chainanalysis

yRatio analysisyBenchmarkingyCost analysisy Trend analysis

yCompetitive

behavior analysis


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Competitor Intelligence PyramidCompetitor Intelligence Pyramid

yTrack Existing RivalsyAnticipate New Rivals

y Inform Strategy:

Identifyown/competitorsstrengths/weaknesses

Early warning system

Plan ofattack/retaliation


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CI ParadoxC

I Paradoxy Most Global 1000 executives believe that

success depends on: Looking ahead

First-mover advantage

Strategic flexibility


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Future ObjectivesFuture ObjectivesHow do our goals compare

to our competitors goals?

How do our goals compare


Where will emphasis be

placed in the future?



What is the attitude towardrisk?What is the attitude towardrisk?


What drives the competitor?What drives the competitor?


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What is the competitor doing?What is the competitor doing?

What can the competitor do?What can the competitor do?Future ObjectivesFuture Objectives










Current StrategyCurrent Strategy

How are they currently

competing?

How are they currently

competing?

Does this strategy support

changes in the competitive

structure?


changes in the competitive

structure?


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What does the competitor believe about itselfand the industry?What does the competitor believe about itselfand the industry?Future ObjectivesFuture Objectives











How are we currently

competing?


competing?


changes in the competition

structure?



structure?

Do we assume the future

will be volatile?


will be volatile?

Are we assuming stable

competitive conditions?

Are we assuming stable

competitive conditions?

What assumptions do our

competitors hold about the

industry and themselves?




AssumptionsAssumptions


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What are the competitorsWhat are the competitorscapabilities?capabilities?What are the competitorsWhat are the competitorscapabilities?capabilities?Future ObjectivesFuture Objectives












competing?


competing?



structure?



structure?


will be volatile?


will be volatile?

Are we operating under a

status quo?


status quo?








What are my competitors

strengths and weaknesses?

What are my competitors

strengths and weaknesses?

How do our capabilities

compare to our

competitors?

How do our capabilities

compare to our

competitors?

CapabilitiesCapabilities


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Future ObjectivesFuture ObjectivesHow do our goals compare











competing?


competing?



structure?



structure?

Dynamic Head-to-Head RivalryDynamic Head-to-Head Rivalry


will be volatile?


will be volatile?


status quo?


status quo?








ResponseResponseResponseResponseWhat will our competitorsWhat will our competitors

do in the future?do in the future?

What will our competitorsWhat will our competitors

do in the future?do in the future?

Where do we have aWhere do we have a

competitive advantage?competitive advantage?

Where do we have aWhere do we have a

competitive advantage?competitive advantage?

How will this change ourHow will this change ourrelationship with ourrelationship with our

competition?competition?

How will this change ourHow will this change ourrelationship with ourrelationship with our

competition?competition?

CapabilitiesCapabilitiesCapabilitiesCapabilities

What are my competitorsWhat are my competitors

strengths and weaknesses?strengths and weaknesses?

What are my competitorsWhat are my competitors

strengths and weaknesses?strengths and weaknesses?

How do our capabilitiesHow do our capabilities

compare to ourcompare to our

competitors?competitors?

How do our capabilitiesHow do our capabilities

compare to ourcompare to our

competitors?competitors?


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Competitor analysis system:Competitor analysis system:(1) Primary & secondary data.(2) Key questions:

-Who are they?

- What are the competing product

features?-What do they want?

- What is their current strategy?

(3) Differential competitor advantage analysis,

i.e., Who has the competitive product

advantage?

(4) What are they doing to do?


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Sources of information:Sources of information:(1) Secondary sources of information:

- Internal sources

- Local news papers

- Annual reports

- 10 K statements

- Patent/ trade mark filings

- New releases

- Promotional literature

- Trade press

- consultants

- Employee communications


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- Trade associations- Government sources- Electronic data services

(2) Primary sources of information:- Sales force/customers

- Employees- Suppliers- Consultants/ Specialized firms- Investment bankers


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(3) Other sources:- Help-wanted Ads

- Trade shows- Plant Tours

- Reverse Engineering

- Monitoring test markets

- Hiring key employees(4)Ethically Questionable sources:

-Aerial Reconnaissance

- Buying/stealing trash

- Bribing printers- Running Phony want Ads

- Snooping on Airplanes


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y Creating a product features matrixy Assessing competitors current objectives

- Determination of competitor objectivesy Assessing competitors current strategies

- Marketing strategy- comparing value chains- Marketing mix (4p)

y How to Assess competitors strategiesy Technology strategy


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y Differential advantage analysis

- Ability to conceive and design

- Ability to market

- Ability to finance

- Ability to manage

y

What to do with the informationy Assessing A competitors will

1. How crucial is this product to the firm?

2. How visible is the commitment to the market?

3. How aggressive are the managers?


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y Predicting future strategies

-On the basis of:1)comp.s objectives

2) marketing strategy

3) resources used


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Developing

Product

Strategy


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introduction

the action plan for the product

Three related question:

1) Where we are headed?

2) How will get there?

3) What will we do?


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it leads to at least three key outcomes

1) Enhance coordination

2) Strategy define how resources will be allocate.

3) Strategy should lead to a superior market position.

Benefit of strategy


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Element of a product strategy

statement of objective the product should attain

selection of strategic alternative.

Selection of customer targets.

Choice of competitors targets.

Statement of the core strategy

Description of supporting marketing mix.

Description of supporting marketing functional program.


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Setting objective

Level 0 company mission and vision

Level 1 Corporate objective

Corporate strategy

Level 2 divisional objectives

Divisional strategy

Level 3 product/brand objectives

Brand strategies

Level 4 program objectives

tactics


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Selection of strategic alternative

increasing sales/market share

1)Market development strategy

2)Market penetration strategy

increasing profitability1)decresing input

2)incresing output


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Positioning

choice of customer target

Choice of competitor targets

Core strategy


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Relation to customer strategy

customer acquisition

customer retention

customer expansion

customer delation


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Product strategy over the life cycle

introduction strategy

growth strategy

maturity strategy

strategies at decline stage


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New product

Indian legislation

Patents law

Consumer protection law

Environment law


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Product stage

idea generation

concept development

feasibility screening

concept testing

Product development

Product testing

Market testing

Go- on go decision


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Getting idea for new product

customer analysis

competitor analysis

active search

category analysis

Brainstorming

New market acquisition

Product variants and line

extension


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Testing slightly new product

concept testing

product testing

market testing


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Forecasting

four basic factors are the keys to eventual sales

1) Awareness

2) Trial

3) Repeat

4) Usage rate


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Competitor analysis system03

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