Competitive Analysis (5) Managerial Marketing MAR 331

Competitive Analysis (5) Who are your competitors What are your relations with your competitors? How do you learn about your competitors? Where do you compete?

Competitive Analysis(5) When do you compete? How do you compete? How do you position your product?

Who are Your Competitors? Current competitors Potential entrants

Current Competitors Perceptual Maps Identifications of key dimensions Ideal points

Potential entrants Barriers to entry Economies of scale Product Differentiation Capital requirements

Other barriers Buyer switching costs Access to distribution channels Cost advantages Governmental policies

What are your relations with Competitors? Conflict Competition Coexistence Cooperation Collusion

How did you learn about your Competitors? Information gathering system Competitive audit

Where do you Compete? Avoid competition Attack leader

Where do you Compete? Core markets Niche markets

When do you Compete? The Sleeping Giant Strategic Windows

How do you Compete? Attack Strategies –frontal –flanking –encirclement –bypass (non-confrontation

How do you Compete? Defense strategies

How do you position Your Product? Majority Fallacy Repositioning