文档介绍：Chapter 8
Dealing with
Marketing Managment
Tenth Edition
Objectives
petitors
petitive Intelligence petitive Strategies
Customer vs. Competitor Orientation
Induce petitors not to invest in those products, markets and services where you expect to invest the most … that is the fundamental rule of strategy.
Bruce Henderson, Founder of BCG
There is nothing more exhilarating than to be shot at without result.
Winston Churchill
Five Forces Determining Segment Structural Attractiveness
Potential Entrants
(Threat of
Mobility)
Buyers
(Buyer power)
Substitutes
(Threats of
substitutes)
Suppliers
(Supplier power)
petitors
(Segment rivalry)
Barriers and Profitability
Low, stable
returns
Low
High, stable
returns
High
Low
Low, risky
returns
High, risky
returns
High
Entry Barriers
Exit barriers
petition
Number of Sellers - Degree of Differentiation
Entry, Mobility, Exit barriers
Cost Structure
Degree of Vertical Integration
Degree of Globalization
High
Low
High
Low
Quality
Vertical Integration
Strategic Groups in the Major Appliance Industry
Group A
Narrow line
Lower mfg. cost
Very high service
High price
Group D
Broad line
Medium mfg. cost
Low service
Low price
Group C
Moderate line
Medium mfg. cost
Medium service
Medium price
Group B
Full line
Low mfg. cost
Good service
Medium price
petitors
Competitor
Actions
Objectives
Strengths &
Weaknesses
Reaction
Patterns
Strategies
Competitor’s Expansion Plans
Markets
Products
Individual
Users
Commercial
& Industrial
Educational
puters
Hardware
Accessories
Software
Dell
Hypothetical Market Structure & Strategies
40%
Market
leader
30%
Market
challenger
20%
Market
follower
Expand Market
Defend Market Share
Expand Market Share
Attack leader
Status quo
Imitate
10%
Market
nicher
Special-
ize