1、競爭對手分析工具培訓天馬行空官方博客： ；QQ:1318241189；QQ群：1755696324/24/20222Who are your rivals?A competitive arena may be as broad as an industry or as narrow as product market. Usually, the tactical decision needs narrow definition of competitive arena, but strategic decision needs broader one. The arena definition

2、 is determined by choice among four dimensionsthe array of product or service categories(single product versus broad category);the class/segments of customers(single or multiple segments);geographic scope(single region or country versus global);number of activities in the value chain(many versus few

3、)天馬行空官方博客： ；QQ:1318241189；QQ群：1755696324/24/20223Identifying arenas One of the key ways a competitive arena is to examine the patterns of substitution: supply-side and demand-side perspective. Substitution from the demand side: customer-defined arenas: cross-elasticities brand-switching data. Judgme

4、ntal data: customer judgments of substitutability can be obtained by asking a sle of customers to indicate the degree of substitutability between all of possible pairs of products or brands on rating scale.4/24/20224Product industry hierarchyhousewaresFood preparation appliancescoffeemakerspercolato

5、rsDrip coffeemakersProduct features and price optionsProduct features and price optionsbrandsbrandsindustryProduct classProduct typeProductvariants4/24/20225Competitive advantage cycle Performance Rewards Satisfaction profits Loyalty shareInvestment in renewalSource of advantage superior assetssuper

6、ior capacitiesCompetitive dynamicsErode advantages Positional advantages realizedsuperior customer valueKey sourcefactorsBarriersto imitation4/24/20226Map of womens clothing retailers Womens wear value for moneyWomens wear fashionability4/24/20227Substitution from supply side Which rivals are servin

7、g 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 entra

8、nts with capacity to compete?4/24/20228What Strategic Moves Are Rivals Likely to Make Next?A firms own best strategic moves are affected byCurrent strategies of competitorsActions competitors are likely to take nextProfiling key rivals involves studyingCurrent position in industryStrategic objective

9、sBasic competitive approaches4/24/20229Competitor AnalysisSuccessful strategists take great pains in scouting competitors Understanding their strategiesWatching their actionsEvaluating their vulnerability to driving forces and competitive pressuresSizing up their resource strengths and weaknesses an

10、d their capabilitiesTrying to anticipate rivals next moves4/24/202210Predicting Moves of RivalsPredicting rivals next moves involvesAnalyzing their current competitive positionsExamining public pronouncements about what it will take to be successful in industryGathering information from grapevine ab

11、out current activities and potential changesStudying past actions and leadershipDetermining who has flexibility to make major strategic changes and who is locked into pursuing same basic strategy4/24/202211競爭對手行為推斷架構信息或知識動機可能的行動空間資源感知環(huán)境假設行動行動的可能性4/24/202212競爭對手分析目標假設現(xiàn)行戰(zhàn)略潛在能力反應目標是什么目標忠實度現(xiàn)實與目標的差距自身、對手行業(yè)趨勢主動行動？對我們戰(zhàn)略的反應4/24/202213競爭對手的潛在能力 快速反應的能力： 適應變化能力：外部注意力及判斷；資源-現(xiàn)金儲備、借貸能力、尚未推出的新產(chǎn)品 持久競爭能力：資金儲備、技術、管理層的一致性 增長潛力：人力資源、資本、戰(zhàn)