D.the marketing environment and competitor analysis 4,

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Transcript of D.the marketing environment and competitor analysis 4,

  • 1.
    • SWOT analysis
  • PEST analysis
  • Five forces analysis

2.

  • Strengths (internal)
  • Weaknesses (internal)
  • Opportunities (external)
  • Threats (external)

3. 4.

  • Political factors
  • Economic factors
  • Socio-cultural factors
  • Technological factors

5.

  • Monopolies legislation
  • Environmental protection laws
  • Taxation policy
  • Employment laws
  • Government policy
  • Legislation
  • Others?

6.

  • Inflation
  • Employment
  • Disposable income
  • Business cycles
  • Energy availability and cost
  • Others?

7.

  • Demographics
  • Distribution of income
  • Social mobility
  • Lifestyle changes
  • Consumerism
  • Levels of education
  • Others?

8.

  • New discoveries and innovations
  • Speed of technology transfer
  • Rates of obsolescence
  • Internet
  • Information technology
  • Others?

9. Source: Adapted from M. E. Porter, Competitive Strategy, Free Press, 1980, p. 4.Threat of substitutes Potential entrants Threat of entrants Suppliers Bargaining power Substitutes Buyers Bargaining power COMPETITIVE RIVALRY Five forces analysis 10. Five Forces Analysis: Key Questions and Implications

  • What are thekey forcesat work in the competitive environment?
  • Are thereunderlying forcesdriving competitive forces?
  • Will competitiveforceschange?
  • What are thestrengths and weaknessesof competitors in relation to the competitive forces?
  • Cancompetitive strategyinfluence competitive forces (eg by building barriers to entry or reducing competitive rivalry)?