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1、Competitive Analysis and Product Positioning,竞争分析和市场定位,竞争对手 Competitors,直接竞争 Direct competitors 间接竞争 Indirect competitors 中国竞争 Local competitors 美国竞争 Cross-over competitors,Identifying the Competitors -1,Product,Direct,Indirect,Industry,Cross-Over,Local,Hointer,Shop with me,天猫商城、微店、1号店、各类比价软件,Amazon
2、、Shopkick、Poshmark、PayPal Wallet,直接,间接,中国,美国,Identifying the Competitors -2,Hointer,Identifying the Competitors -3,Shop with me,Competitor Profiling,空手到,扫描购物,电子支付,实体商家,社交分享,Polyvore,Shopkick,京东,Poshmark,Paypal,Hointer,嘿店,送货上门,消费金融,微信,支付宝,比价软件,天猫,Amazon,Shopify,百胜,COMPETITIVE ANALYSIS FLOWS OUT OF CU
3、STOMER ANALYSIS,Understand customers needs and wants Identify current and potential competitors Perform industry analysis, identify suppliers and common intermediaries Understand your competitors Determine competitor strategies (present and future),COMPETITORS TO CONSIDER,当前CURRENT market structure
4、analysis perceptual analysis 潜在POTENTIAL (potential entry of new competitors) remain alert to their possibility depends on barriers to entry expectations about competitive reactions,BARRIERS TO ENTRY OF NEW COMPETITORS,销售渠道 Access to Distribution Channels 顾客转换成本 Buyer Switching Costs 技术优势 Technical
5、Advantage,COMPETITIVE RELATIONS,冲突 CONFLICT 竞争 COMPETITION 共存 COEXISTENCE 合作 COOPERATION 共谋 COLLUSION,CONFLICT WITH COMPETITORS,Focus on opponent Market is viewed as a zero-sum game (one gains only by taking from another) Competitors objectives are mutually inconsistent,COMPETITION,Focus on winning
6、something (usually customers) Depends on market attractiveness industry structure commitment of competitors technology required product differentiation,COMPETITOR COEXISTENCE,Working Toward a Goal Independent of Others Different Niches of Market Available,COOPERATION,Involves working together toward
7、 a common goal Three main types Dyadic Joint Activity Investment in a Third Party,THREE TYPES OF COMPETITOR COOPERATION,Formal Cooperation,Dyadic,Joint activity,Investment in third party,Ownership Interlocking directorship Formal exchanges Subcontracting Reciprocity,Production Sourcing R&D Promotion
8、 Consortia,Joint ventures Trade associations,COLLUSION,Cooperative Behavior Designed to Injure a Third Party customers suppliers non-colluding competitors general public Can be Direct or Indirect Often Illegal,GATHERING COMPETITIVE DATA,Establish information-gathering system Identify your competitor
9、s Perform a competitive audit Evaluate results of the audit Regularly integrate into planning process,HOW DO YOU COMPETE?,Offensive Strategies Concentrate on the competitors relative weaknesses 5 types Defense Strategies Goal is to counter each offensive strategy 6 types,OFFENSIVE STRATEGIES,1) Fron
10、tal attack direct confrontation most difficult and dangerous 2) Flanking attack addresses gaps in competitions market coverage Niche market,3) Encirclement forcing competitor to spread resources thin by probing on many fronts at once 4) Bypass attack avoids confrontation diversification 5) Guerrilla
11、 warfare small, intermittent attacks,DEFENSE STRATEGIES,1) Position Defense fortify firms existing position 2) Mobile Defense Market broadening 3) Preemptive Defense Attacking first (first strike),4) Flank-positioning extend firms offerings into new segments to protect existing 5) Counter-offensive Defense gathering resources and counter-attacking when threatened 6) Strategic Withdrawal,Partners,Complementary partner Capability partner,
