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1、Chapter8 DealingwiththeCompetition MarketingManagmentTenthEditionPhilipKotler Objectives IdentifyingCompetitorsEvaluatingCompetitorsCompetitiveIntelligenceSystemsCompetitiveStrategiesCustomervs CompetitorOrientation Induceyourcompetitorsnottoinvestinthoseproducts marketsandserviceswhereyouexpecttoin
2、vestthemost thatisthefundamentalruleofstrategy BruceHenderson FounderofBCG Thereisnothingmoreexhilaratingthantobeshotatwithoutresult WinstonChurchill FiveForcesDeterminingSegmentStructuralAttractiveness BarriersandProfitability Low riskyreturns IndustryCompetition NumberofSellers DegreeofDifferentia
3、tionEntry Mobility ExitbarriersCostStructureDegreeofVerticalIntegrationDegreeofGlobalization StrategicGroupsintheMajorApplianceIndustry GroupANarrowlineLowermfg costVeryhighserviceHighprice GroupDBroadlineMediummfg costLowserviceLowprice GroupCModeratelineMediummfg costMediumserviceMediumprice Group
4、BFulllineLowmfg costGoodserviceMediumprice AnalyzingCompetitors Competitor sExpansionPlans HypotheticalMarketStructure Strategies ExpandMarket DefendMarketShare ExpandMarketShare Attackleader Statusquo Imitate Special ize DefenseStrategies Attacker Defender 1 Positiondefense 6 Contractiondefense Opt
5、imalMarketShare AttackStrategies SpecificAttackStrategies Price discountCheapergoodsPrestigegoodsProductproliferationProductinnovationImprovedservicesDistributioninnovationManufacturingcostreductionIntensiveadvertisingpromotion Nichemanship End userspecialistVertical levelspecialistCustomer sizespec
6、ialistSpecific customerspecialistGeographicspecialistProductorproduct linespecialistProduct featurespecialistJob shopspecialistQuality pricespecialistServicespecialistChannelspecialist Balance Competition Customer Fighterorientation Alert Exploitweaknesses Reactive IDopportunities Long runprofit Emergingneeds groups Review IdentifyingCompetitorsEvaluatingCompetitorsCompetitiveIntelligenceSystemsCompetitiveStrategiesCustomervs CompetitorOrientation
