1. STRATEGIC THINKING AND PLANNING FOR BUSINESS
COMPETITOR ANALYSIS

2. TYPES OF MARKET
CONSUMER
INDUSTRIAL

3. CONSUMER MARKETS
“consumer markets are the markets for products and services bought by individuals for their own or family use”
FAST MOVING CONSUMER GOODS (FMCG)
baked beans
Newspapers
CONSUMER DURABLES
White goods
Brown goods
SOFT GOODS
Clothes, shoes
SERVICES
Hairdressing, dentist

4. INDUSTRIAL MARKETS
“involve the sale of goods between businesses. These are goods that are not aimed directly at the consumers.”
FINISHED GOODS
Office furniture, computer systems
RAW MATERIALS/ COMPONENTS
Steel, gas, coal
SERVICES TRO OTHER BUSINESSES
Waste disposal, security, legal services

5. ROLES OF COMPETITOR ANALYSIS
Help management understand their competitive advantages/ disadvantages relative to competitors
Generate understanding of competitors’ past, present and future strategies
Provide an informed basis to develop strategies to achieve future competitive advantage
Help to forecast the returns that may be made from future investments

6. WHAT QUESTIONS DO YOU THINK SHOULD BE ASKED WHEN UNDERTAKING COMPETITOR ANALYSIS?

7. COMPETITOR BENCHMARKING
“compares customer satisfaction with the products, services and relationships of the business with those of key competitors”
Determine the critical success factors
Measure how customers perceive the business
Measure the ‘performance gap’
Take action

8. SEMINAR AND WORKSHOP
Read through slides on Strategic Choices and work through the questions and case studies contained