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Dealing with Competition
Rye GutierrezAteneo Graduate School of Business
www.rye-gutierrez.blogspot.com
Top 10 Concepts
Visual
Outline: Dealing with Competition…
Concept 1: Effective marketing strategies involve studying competitors and competitive forces. (who?)
Concept 2: The 5 Competitive Forces
Concept 3: Marketers need to identify competitors' strategies, objectives, strengths and weaknesses. (what?)
Concept 4: A company should identify competitors by using both industry- and market-based analyses.
Outline: Dealing with Competition…
Concept 5: There are four roles that firms can play in a market: the market leader, the market challenger, the market follower, the market nicher. Important to business success (why?)
Concept 6: If you are the market leader, you must continuously innovate to retain and expand position.
Concept 7: If you are the market challenger, you must address areas that the market leader cannot serve.
Outline: Dealing with Competition…
Concept 8: If you are the market follower, you must know how to hold current customers and win a fair share of new ones.
Concept 9: If you are the market nicher, you must be a leader in a small market.
Concept 10: Companies should not overdo emphasis on competitors.
Concept 1:
Effective Marketing strategies = competitors + competitive forces.
Strategies
Competitors
Competitive Forces
Concept 2:
“5 Competitive Forces determine long term attractiveness of a market.”
Competitors
Competitive Forces
5 Forces
Concept 3:“Marketers need to identify competitors' strategies, objectives, strengths and weaknesses.”
Strategies
Competitors
Competitive Forces
5 Forces
Identify
Concept 4:
“Identify Competitors.”
Strategies
Competitors
Competitive Forces
5 Forces
Identify
Competitors
Concept 5:
“There are four roles firms can play in a market.”
Strategies
Competitors
Competitive Forces
5 Forces
Identify
CompetitorsRoles
Concept 6:
“Market leaders control major share of the market.”
Strategies
Competitors
Competitive Forces
5 Forces
Identify
CompetitorsRolesLeaders
Concept 7:
“Market challengers like to gain share from the leaders and followers.”
Strategies
Competitors
Competitive Forces
5 Forces
Identify
CompetitorsRolesLeaders
Challengers
Concept 8:
“The market follower holds current customers and wins new ones.”
Strategies
Competitors
Competitive Forces
5 Forces
Identify
CompetitorsRolesLeaders
Challengers
Followers
Concept 9:
“The market nicher is a leader in a small market.”
Strategies
Competitors
Competitive Forces
5 Forces
Identify
CompetitorsRolesLeaders
Challengers
Niche
Followers
Concept 10:“Companies should maintain a good balance of consumer and competitor monitoring to satisfy the needs of today's global market.”
Strategies
Competitors
Competitive Forces
5 Forces
Identify
CompetitorsRolesLeaders
Challengers
Niche
Balance
Followers
Summary: Dealing with Competition is…
1. Necessary2. Focused on consumers and
competitors3. Depends on Market Position4. Involves everybody (who?) 5. Changing
My Conclusion: Dealing with Competition
Overcoming competition requires
attention to competitors
as well as consumers
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Dealing With Competition
Rye GutierrezAteneo Graduate School of Business
www.rye-gutierrez.blogpsot.com
Top 10 Concepts
THE END
