营销管理的应付竞争

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1、Chapter8DealingwiththeCompetitionMarketingManagmentTenthEditionPhilipKotler天马行空官方博客：http://t.qq.com/tmxk_docin；QQ:1318241189；QQ群：175569632ObjectivesIdentifyingCompetitorsEvaluatingCompetitorsCompetitiveIntelligenceSystemsCompetitiveStrategiesCustomervs.

2、CompetitorOrientationInduceyourcompetitorsnottoinvestinthoseproducts,marketsandserviceswhereyouexpecttoinvestthemost…thatisthefundamentalruleofstrategy.BruceHenderson,FounderofBCGThereisnothingmoreexhilaratingthantobeshotatwithoutresult.WinstonChurchill

3、FiveForcesDeterminingSegmentStructuralAttractivenessPotentialEntrants(ThreatofMobility)Buyers(Buyerpower)Substitutes(Threatsofsubstitutes)Suppliers(Supplierpower)IndustryCompetitors(Segmentrivalry)BarriersandProfitabilityLow,stablereturnsLowHigh,stabler

4、eturnsHighLowLow,riskyreturnsHigh,riskyreturnsHighEntryBarriersExitbarriersIndustryCompetitionNumberofSellers-DegreeofDifferentiationEntry,Mobility,ExitbarriersCostStructureDegreeofVerticalIntegrationDegreeofGlobalizationHighLowHighLowQualityVerticalInt

5、egrationStrategicGroupsintheMajorApplianceIndustryGroupANarrowlineLowermfg.costVeryhighserviceHighpriceGroupDBroadlineMediummfg.costLowserviceLowpriceGroupCModeratelineMediummfg.costMediumserviceMediumpriceGroupBFulllineLowmfg.costGoodserviceMediumprice

6、AnalyzingCompetitorsCompetitorActionsObjectivesStrengths&WeaknessesReactionPatternsStrategiesCompetitor’sExpansionPlansMarketsProductsIndividualUsersCommercial&IndustrialEducationalPersonalComputersHardwareAccessoriesSoftwareDellHypotheticalMarketStruct

7、ure&Strategies40%Marketleader30%Marketchallenger20%MarketfollowerExpandMarketDefendMarketShareExpandMarketShareAttackleaderStatusquoImitate10%MarketnicherSpecial-izeDefenseStrategiesAttacker(3)Preemptivedefense(4)Counter-offensivedefenseDefender(1)Posit

8、iondefense(5)Mobiledefense(2)Flankdefense(6)ContractiondefenseOptimalMarketShareProfitabilityMarketshare0%25%50%75%100%OptimalmarketshareAttackStrategiesAttackerDefender(3)Encirclementattack(4)Bypassattack(2)Flankattack(5)Guerill