tailieunhanh - Lecture Strategic market management: Chapter 3 - David A. Aaker

Chapter 3 - Competitor analysis. This chapter presents the following content: Identifying competitors - customer-based approaches, identifying competitors - strategic groups, potential competitors, competitor analysis - understanding competitors, competitor strengths and weaknesses, the competitive strength grid, obtaining information on competitors. | Chapter 3 - Competitor Analysis PPT 3- Competitor Analysis Chapter Three Chapter 3 - Competitor Analysis PPT 3- Competitor Identification Customer-Based Approaches Customer choices – What brand would you buy if your favorite was unavailable? Application associations – What applications? What brands for each application? What product substitutes? Chapter 3 - Competitor Analysis PPT 3- Competitor Identification Strategic Groups Pursue similar competitive strategies Have similar characteristics Have similar assets and competencies Chapter 3 - Competitor Analysis PPT 3- Competitor Analysis Potential Competitors: Market expansion Product expansion Backward integration Forward integration Export assets or competencies Retaliatory or defensive strategies Chapter 3 - Competitor Analysis PPT 3- Understanding the Competitors Objectives and Commitment Image and Positioning Size, Growth & Profitability Current and Past Strategies Strengths and Weaknesses Cost Structure Exit . | Chapter 3 - Competitor Analysis PPT 3- Competitor Analysis Chapter Three Chapter 3 - Competitor Analysis PPT 3- Competitor Identification Customer-Based Approaches Customer choices – What brand would you buy if your favorite was unavailable? Application associations – What applications? What brands for each application? What product substitutes? Chapter 3 - Competitor Analysis PPT 3- Competitor Identification Strategic Groups Pursue similar competitive strategies Have similar characteristics Have similar assets and competencies Chapter 3 - Competitor Analysis PPT 3- Competitor Analysis Potential Competitors: Market expansion Product expansion Backward integration Forward integration Export assets or competencies Retaliatory or defensive strategies Chapter 3 - Competitor Analysis PPT 3- Understanding the Competitors Objectives and Commitment Image and Positioning Size, Growth & Profitability Current and Past Strategies Strengths and Weaknesses Cost Structure Exit Barriers Organization and Culture Competitor Actions Figure Chapter 3 - Competitor Analysis PPT 3- Relevant Assets and Competencies 1) -What businesses have been successful over time? -What assets or competencies contributed to their success? -What businesses have had chronically low performance? -Why? -What assets or competencies do they lack? Chapter 3 - Competitor Analysis PPT 3- -What are the key customer motivations? -What is needed to be preferred? -What is needed to be considered? -What is really important to the customer? What assets and competencies represent industry mobility (entry and exit) barriers? Relevant Assets and Competencies Chapter 3 - Competitor Analysis PPT 3- 4) -What are the significant value added components in the value chain? -Do any provide the potential to generate a competitive advantage? Relevant Assets and Competencies Chapter 3 - Competitor Analysis PPT 3- Key Learnings Competitors can be identified by customer choice (the set from .

• Quản trị kinh doanh
• Strategic market management
• Lecture Strategic market management
• Quản lý thị trường chiến lược
• Strategic analysis
• Competitor analysis
• Strategic groups
• Environmental analysis
• Strategic uncertainty
• Market analysis
• Submarket analysis
• Customer analysis
• Internal analysis
• Sustainable competitive advantage
• Business strategy challenges
• Strong brand relationship
• The customer’s sweet spot
• Energizing the business
• Leveraging the business
• The mirage of synergy
• Creating new businesses
• Managing category perceptions
• Global strategies
• The business portfolio
• Strategy structure