文档介绍：Marketing Strategy and Planning
Competitive Strategy
Review of Last Session/Housekeeping
Today
Competitive analysis
Competitive Strategy
Military Metaphor
Darwin’s dictum applied petitive strategy
Trolleywars case
New Developments
‘Know Yourself’(– The Temple at Delphi)
‘If you know the enemy and know yourself you need not fear the result of a hundred battles3>. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself you will umb in every battle
To secure ourselves against defeat lies in our own hands, but the opportunity of defeating the enemy is provided by the enemy himself
Knowing the enemy enables you to take the offensive, knowing yourself enables you to stand on the defensive. Attack is the secret of defence; defence is the planning of an attack’
Sun Tzu, The Art of War, @ 500 BC
Analysing petition
‘War is a mere continuation of policy by other means’
von Clausewitz, 1834, Vom Kriege (On War)
Issues to address:
1. Who are they?
2. What are they like?
3. Why am I analysing them?
pete (competitive strategy)
to copy (benchmarking)
*
The Five Forces petition
Suppliers
Potential Entrants
Substitutes
Buyers
petitors
Michael Porter, Competitive Strategy, Free Press, 1980.
A Framework petitive Analysis
Competitor’s Response Profile
*Satisfied?
*Likely Moves