文档介绍：竞争对手行为分析
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2022/8/13
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Who are your rivals?
A competitive arena may be as broad as an industry or as stitutability between all of possible pairs of products or brands on rating scale.
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Product industry hierarchy
housewares
Food preparation appliances
coffeemakers
percolators
Drip coffeemakers
Product features
and price options
Product features
and price options
brands
brands
industry
Product
class
Product
type
Product
variants
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Competitive advantage cycle
Performance Rewards
Satisfaction • profits
Loyalty • share
Investment
in renewal
Source of advantage
superior assets
superior capacities
Competitive dynamics
Erode advantages
Positional
advantages
realized
superior
customer value
Key source
factors
Barriers
to imitation
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Map of women’s clothing retailers
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Women’s wear value for money
Women’s wear fashionability
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Substitution from supply side
Which rivals are serving related product class with the same technology, manufacturing processes, material resources, sales force, and distribution channels?
What is the geographic scope of the market? it is regional or global?
Which competitors should be included-only those presently serving the market or potential entrants with capacity to compete?
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What Strategic Moves Are Rivals Likely to Make Next?
A firm’s own best strategic moves are affected by
Current strategies of competitors
Actions competitors are likely to take next
Profiling key rivals involves studying
Current position in industry
Strategic objectives
Basic competitive approaches
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Competitor Analysis
Successful strategists take great pains in scouting competitors
Understanding their strategies
Watching their actions
Evaluating their vulnerability to driving forces and competitive pressures
Sizing up their resource strengths and weaknes