Chapter 18 Creating Competitive Advantage
i t ’s good and good for you
Chapter Eighteen
Creating Competitive Advantage
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
18-1
Creating Competitive Advantage
Topic Outline
• Competitor Analysis
• Competitive Strategies
• Balancing Customer and Competitor
Orientations
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
18- 2
Today’s Companies
• Competitive advantages require delivering more value and satisfaction to target consumers than competitors do
• Competitive marketing strategies are how companies analyze their competitors and develop value-based strategies for profitable customer relationships
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
18- 3
Competitor Analysis
Competitor analysis is the process of identifying, assessing, and selecting key competitors
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
18- 4
Competitor Analysis
Identifying Competitors
Competitors can include:
• All firms making the same product or class of products
• All firms making products that supply the same service
• All firms competing for the same consumer dollars
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
18- 5
Competitor Analysis
Assessing Competitors
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
18- 6
Competitor Analysis
Assessing Competitors
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
18- 7
Competitor Analysis
Selecting Competitors to Attack and Avoid
Customer value analysis determines the benefits that target customers’ value and how customers rate the relative value of various competitors’ offers
•
•
Identification of major attributes that customers value and the importance of these values Assessment of the company’s and competitors’ performance on the valued attributes
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
18- 8
Competitor Analysis
Chapter Eighteen
Creating Competitive Advantage
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
18-1
Creating Competitive Advantage
Topic Outline
• Competitor Analysis
• Competitive Strategies
• Balancing Customer and Competitor
Orientations
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
18- 2
Today’s Companies
• Competitive advantages require delivering more value and satisfaction to target consumers than competitors do
• Competitive marketing strategies are how companies analyze their competitors and develop value-based strategies for profitable customer relationships
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
18- 3
Competitor Analysis
Competitor analysis is the process of identifying, assessing, and selecting key competitors
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
18- 4
Competitor Analysis
Identifying Competitors
Competitors can include:
• All firms making the same product or class of products
• All firms making products that supply the same service
• All firms competing for the same consumer dollars
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
18- 5
Competitor Analysis
Assessing Competitors
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
18- 6
Competitor Analysis
Assessing Competitors
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
18- 7
Competitor Analysis
Selecting Competitors to Attack and Avoid
Customer value analysis determines the benefits that target customers’ value and how customers rate the relative value of various competitors’ offers
•
•
Identification of major attributes that customers value and the importance of these values Assessment of the company’s and competitors’ performance on the valued attributes
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
18- 8
Competitor Analysis