1. 4-1

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

3. 4-3 Competitor Analysis System

4. 4-4 Secondary Sources of Competitor Information

5. 4-5 Primary Sources of Competitor Information

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

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

8. 4-8 Product Features Matrix

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

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

11. 4-11 Value Chain

12. 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.

13. 4-13 Typical Functional Requirements of Alternative Technological Strategies

14. 4-14 Format for Competitive Product Analysis

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

16. 4-16 Examples of Competitor Information to Collect

17. 4-17 Competitor Capabilities Matrix

18. 4-18 Differential Competitor Advantage Analysis

19. 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?

20. 4-20 A Competitive Conjecture Process