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1、华南理工大学工商管理学院-黎文版权所有，Copyright1市场分析和预测Marketing Analysis & Forecasting教师：黎文2010.09电子邮件：联系电话：华南理工大学工商管理学院-黎文版权所有，Copyright2议题概述市场竞争的层次确定竞争者的方法竞争者的选择企业竞争华南理工大学工商管理学院-黎文版权所有，Copyright3概述在开始工作之前，产品/品牌经理必须对作为资料收集和分析对象的产品品类/品牌品类有一个较好的概念认识。确定竞争时，不能确定太多的竞争者，也不能确定太少的竞争者。竞争者就是和自己竞争相同顾客的企业，基于顾客的竞争；也可以是基于资源的竞争，基
2、于供应商的竞争，或者基于营销活动的竞争，或者是地理位置的竞争。华南理工大学工商管理学院-黎文版权所有，Copyright4竞争的基础顾客导向的竞争他们是谁：为相同预算产生的竞争他们什么时候使用他们为什么使用：顾客寻求的利益/价值营销导向的竞争：广告和促销主题/文案策略媒体分销价格资源导向的竞争原材料雇员财务资源地理位置的竞争华南理工大学工商管理学院-黎文版权所有，Copyright5市场竞争的层次产品形式（product form）：通常追求同一个细分市场，特色属性都有相似性产品品类（product category）：即经理们平时所理解的行业竞争一般竞争（generic competitio
3、n）预算竞争（budget competition）华南理工大学工商管理学院-黎文版权所有，Copyright6Levels of Competition*Diet lemon limesBaseball cardsFruit flavored colasCoffeeDietCokeDietPepsiDiet-Rite colaBottled waterLemon limesRegularcolasBeerJuicesWineFast foodTeaVideo rentalsIcecreamProduct form competition: Diet colasProduct category
4、 competition: Soft drinksGeneric competition: BeveragesBudget competition: Food and entertainment华南理工大学工商管理学院-黎文版权所有，Copyright7Example 1: Energy Bar CompetitionOdwalla Power BarBalance BarClifEnergy BarsSnack/Health BarsHealthy SnacksOther SnacksNutrigrain Bars Slimfast Bars Granola Bars FruitsNutsJ
5、uiceCrackersChipsCandy华南理工大学工商管理学院-黎文版权所有，Copyright8Example 2: Super-Premium Ice Cream Level of CompetitionDefinitionCompetitorsProduct formSuper-PremiumHaagen-DazsStarbuck/GodivaBen & JerrysProduct category Ice creamBreyersDreyersPrivate labelsGenericSnacks DessertsNoveltiesFrito LayNabiscoNestlMrs
6、. FieldsYoplaitBudgetOther supermarket, Convenience store productsMany8华南理工大学工商管理学院-黎文版权所有，Copyright9Example 3: PDALevel of CompetitionDefinitionCompetitorsNeed SatisfiedProduct formFull-featured PDAsPalm Pilot VIIHandspringCompaq AeroPocket PC makersPersonal information management plusintegrated co
7、mmunicationsProduct category PIM (Personal Information Managers)Palm IIIRoyalCasio PV-100PIM onlyGenericTablet PC/Cell phonesToshibaNokiaSamsungOther solutions to the aboveBudget $100-$1,000Paper-based solutionsBusiness items costing$100-$1000RolodexDay TimerFax MachinesPersonal copiersFurniture (e.
8、g. Steelcase)9华南理工大学工商管理学院-黎文版权所有，Copyright10MP3 Phone Competition华南理工大学工商管理学院-黎文版权所有，Copyright11Levels of Competition: Implications for Your Product StrategyBudgetGenericProduct CategoryProduct FormCompetitive LevelConvince Customers that the Brand is Better than OthersConvince Customers that the P
9、roduct Form is Best in the CategoryConvince Customers that the Product Category is the Best Way to Satisfy NeedsConvince Customers that the Generic Benefits are the Most Appropriate Way to Spend their MoneyProduct Management Task华南理工大学工商管理学院-黎文版权所有，Copyright12Methods for Determining Competitors*Exis
10、ting categories: ex) IRI; SIC NAICSManagerial judgmentCustomer-purchase-based measures*Customer-judgment-based measures*华南理工大学工商管理学院-黎文版权所有，Copyright13Managerial Judgment of CompetitionMarketsSameDifferentProduct/ServicesSameDifferentACBD华南理工大学工商管理学院-黎文版权所有，Copyright14Customer-purchase-based measure
11、s*Brand Switching Data The Extent of Substitutability among BrandsCross-Elasticity of Demand: Change in Brand Bs Sales/ Change in Brand As Price Mainly Used for Nondurable Products华南理工大学工商管理学院-黎文版权所有，Copyright15Brand-Switching MatrixTime t+1ABCDEA.6.2.200B.2.3.4.10C.2.3.500D0.1.1.5.3E.100.4.5Time t1
12、5华南理工大学工商管理学院-黎文版权所有，Copyright16Customer-Judgment-Based Measures*Overall similarity (by Perceptual Mapping)*Similarity of consideration setsProduct deletion (based on product unavailability)Substitution In Use: List all the uses of a product List other products that provides the same uses华南理工大学工商管理学
13、院-黎文版权所有，Copyright17Perceptual MappingMeans graphic description of customers perception about different brands/products.You can use it to gainBetter understanding of market structure*Customer perceptions for a new product conceptDirection for R&D efforts to satisfy customers better华南理工大学工商管理学院-黎文版权所
14、有，Copyright18Developing A Perceptual MapTwo Alternative waysAttribute Rating method (AR)Overall Similarity method (OS)Attribute Rating MethodData Cube (brands*attributes*respondents)Statistical Analysis (Factor Analysis)Find out two (or three) axes for the perceptual map Attribute Analysis Limitatio
15、nsSuitable for B-to-B products华南理工大学工商管理学院-黎文版权所有，Copyright19Developing A Perceptual MapOverall Similarity method (OS)Suitable for consumer products and servicesAsk consumers perception the extent of similarity of pairs of items. Similarity Data Analysis (Multidimensional Scaling)You name the axes a
16、nd infer the attributes华南理工大学工商管理学院-黎文版权所有，Copyright20Defining Competition with Perceptual Mappingexample: dessertsMoistNeeds refrigerationTapioca pudding mixLocal mix Pudding mixChocolate torte mix D-zer ta Jell-OCanned puddingIndividual pieHostess cupcakesQuick bread mixGood for a coffee break As
17、a formal dessertHomemade cake Bakery cakeHomemade cookies Cheese cake mix“Snackin Cake” mix Frozen cake Layer cake mix “Stirn Frost cake mixTakes a long time to prepare Bundt cake mix Custard mixBoston crme pie mix“Light Style” cake mixCoffee cake mix Bakery cookies Pillsbury cookie dough Cookie mix
18、 Easy to carry with meIn my school work lunch Between meal snackPepperidge Farm cookies Oatmeal cookies Frozen pie Homemade pieDate bar mix Brownie mix Bakery pie 华南理工大学工商管理学院-黎文版权所有，Copyright21Methods versus Competition Levels and Information Required华南理工大学工商管理学院-黎文版权所有，Copyright22Enterprise Compet
19、ition in Financial Services华南理工大学工商管理学院-黎文版权所有，Copyright23Two Key Things to RememberI.How would you determine competition?II.Choose the focal level of competition*华南理工大学工商管理学院-黎文版权所有，Copyright24Right Level of Competition for You*I.Your Firms Market PositionII.Time HorizonIII. Product Life Cycle and Technology ChangeIV. Your Position in the Firm
