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McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved. Competitor Analysis Chapter 04

4-3 Competitor Analysis System

4-4 Secondary Sources of Competitor Information

4-5 Primary Sources of Competitor Information

4-6 Other Sources  Help-Wanted Ads  Trade Shows  Plant Tours  Reverse Engineering  Monitoring Test Markets  Hiring Key Employees

4-7 Ethically Questionable Sources  Aerial Reconnaissance  Buying/Stealing Trash  Bribing Printers  Running Phony Want Ads  Snooping on Airplanes

4-8 Product Features Matrix

4-9 Assessing Competitors‘ Objectives  Growth objective  Hold (Consolidation) objective  Harvest (Milking) objective

4-10 Assessing Competitors’ Strategies  Marketing Strategy  Comparing Value Chains  Marketing Mix  Pricing  Promotion  Distribution  Product/Service Capabilities

4-11 Value Chain

4-12 Criteria to Assess Technological Strategy  Technology selection or specialization.  Level of competence.  Sources of capability: internal versus external.  R&D investment level.  Competitive timing: initiate versus respond.  R&D organization and policies.

4-13 Typical Functional Requirements of Alternative Technological Strategies

4-14 Format for Competitive Product Analysis

4-15 Differential Advantage Analysis  Ability to Conceive and Design  Ability to Produce  Ability to Market  Ability to Finance  Ability to Manage

4-16 Examples of Competitor Information to Collect

4-17 Competitor Capabilities Matrix

4-18 Differential Competitor Advantage Analysis

4-19 Assessing a Competitor's Will  How crucial is this product to the firm?  How visible is the commitment to the market?  How aggressive are the managers?

4-20 A Competitive Conjecture Process