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The set of factors that directly influences a firm, its competitive actions & competitive responses:
Industry Environment
Threat of new entrants Power of suppliers Power of buyers Product substitutes Intensity of rivalry
Competitor Environment
Competitor Analysis
The above image Copyright 2001 Corel & Jerry Sheppard All rights reserved.
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Barriers to Entry
Economies of Scale
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Government Policy
Expected Retaliation
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Suppliers products have high switching costs. Supplier poses credible threat of forward integration.
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Buyers are concentrated or purchases are large relative to sellers sales Purchase accounts for a significant Buyers compete fraction of suppliers sales with supplying Products are undifferentiated industry by: Buyers face few switching costs Buyers industry earns low profits
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Products with similar function limit the prices firms can charge
Products with improving price / performance tradeoffs relative to present industry products For Example: Electronic security systems in place of security guards Fax machines or e-mailed attachments in place of overnight mail delivery
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Jockeying for strategic position Using price competition Staging advertising battles Increasing consumer warranties or service Making new product introductions
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Specialized assets Fixed cost of exit (e.g., labour agreements) Strategic interrelationships Emotional barriers Government and social restrictions
Competitor Analysis
Future Objectives:
Future objectives
Competitor Analysis
Future objectives
Current Strategy:
Current strategy
Competitor Analysis
Future objectives
Assumptions:
Current strategy Do we assume the future will be volatile? Are we operating under a status quo? What assumptions do our competitors hold about the industry and themselves?
Prof. Vikram Parekh on Marketing Strategy
Assumptions
Competitor Analysis
Future objectives
Current strategy
Capabilities:
What are our strengths and weaknesses? How do we rate compared to our competitors?
Assumptions
Capabilities
Prof. Vikram Parekh on Marketing Strategy
Competitor Analysis
Future objectives
Response
Current strategy
Response:
What will our competitors do in the future? Where do we hold an advantage over our competitors?
Assumptions
Capabilities
Prof. Vikram Parekh on Marketing Strategy