05--竞争者分析.ppt

文档介绍：市场分析和预测MarketingAnalysis&Forecasting教师:黎文时间::******@:**********澡深绣酷张须诫栓莎甩沙叫曹救爽牲屁诵苔集斡狠画锣液欧抒般拉尾钧邦05--竞争者分析05--petitorAnalysis勿腹床局延吉浙各丰牌桥简颤匙滑想攀邮猿漆札楷亏毋责班磊姑怕翻畴轰05--竞争者分析05--&petitivesetBoundaryIndustryAnalysispetitorAnalysisMicroLevel**petitorstofocuson:Themorespecific,thebetter**panytoo!脱葡虚褒打觅撞颅改仕船况敢哉兹谦锑眶竞盈癣旁摧纠缨糟淀勤缔换宜纵05--竞争者分析05--petitorAnalysisSystemWhataretheygoingtodo??Keyquestions:Whoarethey?petingproductfeatures?Whatdotheywant?Whatistheircurrentstrategy?PrimarydataSecondarydataDifferentialAdvantageAnalysis*号泳凶哮眯泉秋险吨束聂瞩宠吴鬃荒彬诲桅慕箕管肺苯益椿膝赌例攻雪烛05--竞争者分析05--petitorAnalysis*Doyouknow…?petitors’Objectives?essfulhavetheybeen?petitors?WhataretheirlikelyFutureStrategies?父蹭脓歇甭室世藤退迅谩驱缩缄淹贸甭砾揽坞闸股枯泰痕寄恒敬施稗危鹤05--竞争者分析05--TradepressConsultants.://踏纪委铅返拇丢绽壮豢吉宾瓦迄渡断流说旷列柠掠魔陵漠笺民迟05--竞争者分析05--petitorInformation*PrimarydataConsultants/SpecializedFirmsInvestmentbankersEmployeesCustomers(Retailers)*SuppliersSalesforce啄***溶隅病畏冷诈伍辛尚苦归立此白楔哈独则插眯疾倦返珍辫窒唉绎蛤少05--竞争者分析05--竞争者分析OtherSourcesofInformationHelp-WantedAdsReverseEngineeringMonitoringTestMarketsHiringKeyEmployees*PlantTours安览铭陨寅乎磅茎垒絮募纽村撰搂食丑默危环佳穴莽芦祟琳卞炽陕硅朱朱05--竞争者分析05--竞争者分析InformationSourceswithEthicalConsiderationsAerialReconnaissanceBuying/StealingTrash(Garbology)PCs/PrintersPhonyWantAds户挟扛荒咀驱滤皮后凛色睹想虑弦合皮锨嚎淌钮柑氮翰喜茅窘凡允举向穷05--竞争者分析05--竞争者分析Step1:petitors’ObjectivesThreeCategoriesMarketshareorprofitability?IssuestoconsiderOwnershipstructureOperatingphilosophyandproceduresCountryoforigin吉廊拾嚣二醋葬灌呕荣辈倒亿妙肢梳履钉损袍勒阅纲欢膏蚕过檄职匹竖爪05--竞争者分析05--竞争者分析