Dealing with Competition 11 Dealing with Competition Marketing Management, 13th ed

Balancing Orientations Competitor- Centered Customer- Centered Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-2

Figure 1.1 Five Forces Determining Segment Structural Attractiveness Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-3

Industry Concept of Competition Number of sellers and degree of differentiation Entry, mobility, and exit barriers Cost structure Degree of vertical integration Degree of globalization Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-4

Analyzing Competitors Objectives Competitor Actions Strategies Strengths & Weaknesses Reaction Patterns Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-5

Figure 11.4 A Competitor’s Expansion Plans Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-6

Strengths and Weaknesses Share of market Share of mind Share of heart Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-7

Table 11.2 Market Share, Mind Share, and Heart Share Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-8

Expanding the Total Market New customers More usage Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-9