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Chapter 11

F.C.M. NOTES: #SECOND_YEAR_FIRST_SEMESTER #PASS_PAPERS CONCERN: TRY TO KEEP THESE WITH YOU AND SEND ME ANY PHOTOS OF SUBJECTS OF FIRST SECOND THIRD AND FORTH YEAR ACADEMIC SUBJECT NOTES TO UPLOAD......... #Goto_links_and_download_what_you_need................

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49 views

Chapter 11

F.C.M. NOTES: #SECOND_YEAR_FIRST_SEMESTER #PASS_PAPERS CONCERN: TRY TO KEEP THESE WITH YOU AND SEND ME ANY PHOTOS OF SUBJECTS OF FIRST SECOND THIRD AND FORTH YEAR ACADEMIC SUBJECT NOTES TO UPLOAD......... #Goto_links_and_download_what_you_need................

Uploaded by

Charitha Lakmal
Copyright
© © All Rights Reserved
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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11

Dealing
with Competition

Marketing Management, 13th ed


Chapter Questions
How do marketers identify primary
competitors?
How should we analyze competitors
strategies, objectives, strengths, and
weaknesses?
How can market leaders expand the
total market and defend market share?

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-2


Chapter Questions (cont.)

How should market challengers attack


market leaders?
How can market followers or nichers
compete effectively?

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-3


Figure 1.1 Five Forces Determining
Segment Structural Attractiveness

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-4


Industry Concept of Competition

Number of sellers and degree of


differentiation
Entry, mobility, and exit barriers
Cost structure
Degree of vertical integration
Degree of globalization

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-5


Figure 11.2 Strategic Groups

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-6


Figure 11.4 A Competitors
Expansion Plans

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-7


Table 11.1 Customer Ratings of
Competitors on Key Success Factors

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-8


Strengths and Weaknesses

Share of market

Share of mind

Share of heart

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-9


Table 11.2 Market Share,
Mind Share, and Heart Share

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-10


Figure 11.5
Hypothetical Market Structure

10% 20% 30% 40%


Market Market Market Market
Nichers Follower Challenger Leader

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-11


Figure 11.6 Six Types of
Defense Strategies

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-12


Figure 11.7
Optimal Market Share

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-13


Other Competitive Strategies

Market
Challengers

Market Market
Followers Nichers

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-14


Market Challenger Strategies

Define the strategic objective and


opponents
Choose a general attack strategy
Choose a specific attack strategy

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-15


General Attack Strategies

Frontal Attack Flank Attack

Encirclement
Bypass Attack
Attack

Guerrilla Warfare
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-16
Specific Attack Strategies

Price discounts Improved services


Lower-priced goods Distribution
Value-priced goods innovation
Prestige goods Manufacturing-cost
Product proliferation reduction
Product innovation Intensive advertising
promotion

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-17


Market Follower Strategies

Counterfeiter

Cloner

Imitator

Adapter

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-18


Niche Specialist Roles

End-User Specialist Product-Line


Vertical-Level Specialist
Specialist Job-Shop Specialist
Customer-Size Quality-Price
Specialist Specialist
Specific-Customer Service-Specialist
Specialist Channel Specialist
Geographic
Specialist

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-19

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