MANAGEMENT
MKTG7501– Marketing
Seminar 2
Creating Value and
Competitive Advantage
1
COMPETITION AND COMPETITIVE
ADVANTAGE
Today understanding your competitor is not enough – Marketers must consider not only the needs of the target market but also the strategies of competitors
Competitive advantage - An advantage over competitors gained by offering consumers greater value The first step is the competitor analysis –
Followed by the process of identifying major competitors, assessing their objectives, strategies, strengths and weaknesses, and selecting which competitors to attack or avoid
2
STEPS IN ANALYZING COMPETITORS
Identifying the company’s competitors
Assessing competitors’ strengths and weaknesses Determining competitors’ objectives
Estimating competitors’ reactions
Identifying competitors’ strategies
Selecting competitors to attack and avoid 3
1
WHAT DRIVES INDUSTRY COMPETITIVENESS?
PORTER’S FIVE FORCES MODEL
New entrants
Threat of new entrants
(Barriers to entry)
Bargaining power of suppliers
Suppliers
Industry
Competitors
Buyers
Intensity of rivalry Bargaining power of buyers
Threat of substitutes
Substitutes
25
Costco
Coles
How could competitors react to your marketing strategies? – Examples?
IMPACT OF THE INTERNET
ON PORTER’S FIVE FORCES
New
entrants Reduced barriers to entry because of less need for sales force.
Access to distribution channels and physical assets.
Substitutes Additional new substitution threats and potential market expansion from e-tailers offering a wide range of products and services.
5
IMPACT OF THE INTERNET
ON PORTER’S FIVE FORCES
Suppliers
The internet provides a channel for suppliers to end users as well as enabling procurement processes that can standardize products and reduce differentiation
Buyers Improves bargaining power through wider choice and reduces switching costs
Rivalry of
Seminar 2
Creating Value and
Competitive Advantage
1
COMPETITION AND COMPETITIVE
ADVANTAGE
Today understanding your competitor is not enough – Marketers must consider not only the needs of the target market but also the strategies of competitors
Competitive advantage - An advantage over competitors gained by offering consumers greater value The first step is the competitor analysis –
Followed by the process of identifying major competitors, assessing their objectives, strategies, strengths and weaknesses, and selecting which competitors to attack or avoid
2
STEPS IN ANALYZING COMPETITORS
Identifying the company’s competitors
Assessing competitors’ strengths and weaknesses Determining competitors’ objectives
Estimating competitors’ reactions
Identifying competitors’ strategies
Selecting competitors to attack and avoid 3
1
WHAT DRIVES INDUSTRY COMPETITIVENESS?
PORTER’S FIVE FORCES MODEL
New entrants
Threat of new entrants
(Barriers to entry)
Bargaining power of suppliers
Suppliers
Industry
Competitors
Buyers
Intensity of rivalry Bargaining power of buyers
Threat of substitutes
Substitutes
25
Costco
Coles
How could competitors react to your marketing strategies? – Examples?
IMPACT OF THE INTERNET
ON PORTER’S FIVE FORCES
New
entrants Reduced barriers to entry because of less need for sales force.
Access to distribution channels and physical assets.
Substitutes Additional new substitution threats and potential market expansion from e-tailers offering a wide range of products and services.
5
IMPACT OF THE INTERNET
ON PORTER’S FIVE FORCES
Suppliers
The internet provides a channel for suppliers to end users as well as enabling procurement processes that can standardize products and reduce differentiation
Buyers Improves bargaining power through wider choice and reduces switching costs
Rivalry of