Dealing with the Competition
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Transcript of Dealing with the Competition
ผู้��ช่�วยศาสตราจารย� ดร. ธนส�ว�ทย� ท�บหิ�ร�ญร�กษ์�
DBA. Argosy University (USA)MBA. National University (USA)
Cert: Kellogg School of Management (USA)
Induce your competitors not to invest in those Induce your competitors not to invest in those products, markets and services where you products, markets and services where you expect to invest the most … that is the expect to invest the most … that is the fundamental rule of strategy.fundamental rule of strategy.
Bruce Henderson, Founder of BCGBruce Henderson, Founder of BCG
There is nothing more exhilarating than to be There is nothing more exhilarating than to be shot at without result.shot at without result.
Winston ChurchillWinston Churchill
Five Forces Determining Segment Five Forces Determining Segment Structural AttractivenessStructural Attractiveness
Barriers and ProfitabilityBarriers and Profitability
Low, stablereturnsLowLow
High, stablereturnsHighHigh
LowLow
Low, riskyreturns
High, riskyreturns
HighHigh
En
try
Bar
rier
sE
ntr
y B
arri
ers
Exit barriersExit barriers
Industry Concept of Competition1. Number of Sellers and Degree of Differentiation
Pure monopolyOligopoly
– Pure oligopoly– Differentiated oligopoly
Monopolistic competitionPure competition
Industry concept of competitionIndustry concept of competition
2. Entry, Mobility, Exit BarriersEntry barriersMobility barriersExit barriers
3. Cost Structure
4. Degree of Vertical IntegrationVertical integration
5. Degree of Globalization
Market Concept of Competition
Analyzing CompetitorsAnalyzing Competitors
CompetitorCompetitorActionsActions
ObjectivesObjectives
Strengths &Strengths &WeaknessesWeaknesses
ReactionReactionPatternsPatterns
StrategiesStrategies
Figure : A Competitor’s Expansion Plans
Determining competitors’ objective
Strengths and Weaknesses– Dominant– Strong– Favorable– Tenable– Weak– Nonviable
Assessing the competitor’ strengths ans weaknesses
Table : Customer’s Ratings of Competitors on Key Table : Customer’s Ratings of Competitors on Key Success FactorsSuccess Factors
Customer Awareness
Product Quality
Product Availability
Technical Assistance
Selling Staff
Competitor A E E P P G
Competitor B G G E G E
Competitor C F P G F F
Note: E = excellent, G = good, F = fair, P = poor.
Estimating competitor’s reaction patterns
Laid-back competitor
Selective competitor
Tiger competitor
Sochasticcompetitor
Reactionpatterns
Designing The Competitive Designing The Competitive Intelligence SystemIntelligence System
Disseminating and Responding
Setting Up the System
Collecting the Data
Evaluating and Analyzing the Data
Selecting competitors to Selecting competitors to attack and avoidattack and avoid
Customer Value Analysis (CVA)Customer Value Analysis (CVA) Alternative of selecting competitorsAlternative of selecting competitors
Strong versus weakStrong versus weak Close versus distantClose versus distant Good and badGood and bad
Competitive positionsCompetitive positions
Market leader
Market challenger
Market follower
Market nicher
Hypothetical Market Structure Hypothetical Market Structure & Strategies& Strategies
40%
Marketleader
30%
Marketchallenger
20%
Marketfollower
Expand MarketDefend Market Share
Expand Market Share
Attack leaderStatus quo
Imitate
10%
Marketnicher
Special-ize
Market Leader Strategies
1. Expanding the Total Market New Users
– Market-penetration strategy
– New-market segment strategy
– Geographical-expansion strategy New Uses More Usage
2. Defending Market Share
3. Expanding market share
Defense StrategiesDefense Strategies
ตั�วอย่�างกลย่�ทธ์�การป้�องก�น : The pizza company
กลย่�ทธ์� ว�ธ์�ดำ�าเน�นการ
1. Position defense
มี�หลากหลาย่เมีน�ให�เล�อกร�บป้ระทาน ไมี�เพี�ย่งแตั�เฉพีาะพี�ซซ�าเท�าน�&น ย่�งมี�
ลาซานญ่�า พีาสตั�า ป้)กไก�ย่�าง ไอศคร�มี
2. Flank defenseพี�ซซ�ามี�ให�เล�อกหลากหลาย่หน�า
เพี�,อป้�องก�นค��แข่�งข่�น
กลย่�ทธ์� ว�ธ์�ดำ�าเน�นการ
4. Counteroffensive defense
กระจาย่สาข่าไดำ�จ�านวนมีาก โดำย่เฉพีาะสาข่าย่�านชานเมี�อง ท�าให� delivery
ไดำ�ท�,วถึ2ง และรวดำเร3ว รวมีถึ2งการจ�ดำก�จกรรมีส�งเสร�มีการข่าย่ตั�อเน�,อง
5. Mobile defenseเดำอะพี�ซซ�า มี�การพี�ฒนาพี�ซซ�าหน�า
ใหมี�ๆ อย่�างตั�อเน�,อง
6. Contraction defenseเดำอะพี�ซซ�า มี�ไดำ�ตั�ดำ (ลดำ ) บางเมีน�ท�,ไมี�ท�าก�าไร เช�น เมีน�ท�,มี�ส�วนผสมีเป้7นเน�&อ
3. Preemptive defense
กระจาย่สาข่าไดำ�จ�านวนมีาก โดำย่เฉพีาะสาข่าย่�านชานเมี�อง ท�าให� delivery
ไดำ�ท�,วถึ2ง และรวดำเร3ว
Optimal Market ShareOptimal Market SharePro
fita
bili
ty
Market share0% 25% 50% 75% 100%
Optimal market share
1. Defining the Strategic Objective and Opponent(s)Attack the market leaderAttack firms of its own size Attack small local and regional firms
2. Choosing a General Attack Strategy
Market Challenger Strategies
(3) Encirclement attack
Attack StrategiesAttack Strategies
AttackerDefender
(4) Bypass attack
(2) Flank attack
(5) Guerilla attack
(1) Frontal attack
Specific Attack StrategiesSpecific Attack Strategies Price-discount Cheaper goods Prestige goods Product proliferation Product innovation Improved services Distribution innovation Manufacturing cost reduction Intensive advertising promotion
กลย่�ทธ์� ว�ธ์�ดำ�าเน�นการ
1. Frontal attack
มี�การท��มีงบการโฆษณาป้ระชาส�มีพี�นธ์�อย่�างมีาก รวมีถึ2งการจ�ดำก�จกรรมีส�งเสร�มีการข่าย่ตั�างๆ และออกหน�าพี�ซซ�าใหมี�ๆ
เช�นเดำ�ย่วก�นเดำอะพี�ซซ�า
2. Flank attack
พี�ฒนาพี�ซซ�าหน�าใหมี� “ไลท� พี�ซซ�า” เป้7นพี�ซซ�าท�,ก�นแล�วไมี�หน�กท�องเก�นไป้
เป้7นเมีน�ท�,เดำอะพี�ซซ�าไมี�มี�
ตั�วอย่�างกลย่�ทธ์�การโจมีตั� :
Pizza Hut
กลย่�ทธ์� ว�ธ์�ดำ�าเน�นการ
3. Encirclement attackมี�การแข่�งข่�นก�ย่เดำอะพี�ซซ�า โดำย่ออก
หน�าพี�ซซ�าเหมี�อนก�บเดำอะพี�ซซ�า
4. Bypass attackพีย่าย่ามีข่ย่าย่ตั�วไป้ส��ตัลาดำใหมี�มีากข่2&น
เช�น แหล�งท�องเท�,ย่วตั�างจ�งหว�ดำ
5. Guerrilla attackป้ล�อย่ข่�าวล�อ ตั�ดำราคา แย่�งเอเย่�นตั�(Pizza Hut ไมี�ไดำ�ใช�กลย่�ทธ์�น�& )
Four Broad Strategies:
1. Counterfeiter
2. Cloner
3. Imitator
4. Adapter
Market Follower Strategies
NIKE
NIKE
End-user specialist Vertical-level specialist Customer-size specialist Specific-customer specialist Geographic specialist Product or product-line specialist Product-feature specialist Job-shop specialist Quality-price specialist Service specialist Channel specialist
Market Niches Strategies