tailieunhanh - Lecture fundamentals of marketing - Lecture 29: Creating competitive advantage

Lecture fundamentals of marketing - Lecture 29: Creating competitive advantage. After studying this chapter you will be able to understand: Competitor analysis, competitive strategies, balancing customer and competitor orientations. | LECTURE 29 Copyright 2012 Pearson Education Inc. 1- 1- 11 Publishing as Prentice Hall Topic Outline Competitor Analysis Competitive Strategies Balancing Customer and Competitor Orientations Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall Today s Companies Competitive advantages require delivering more value and satisfaction to target consumers than competitors do Competitive marketing strategies are how companies analyze their competitors and develop value-based strategies for profitable customer relationships Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall Competitor Analysis Competitor analysis is the process of identifying assessing and selecting key competitors Copyright 2012 Pearson Education Inc. 1- 4 Publishing as Prentice Hall Competitor Analysis Identifying Competitors Competitors can include All firms making the same product or class of products All firms making products that supply the same service All firms competing for the same consumer dollars Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall Competitor Analysis Assessing Competitors Copyright 2012 Pearson Education Inc. 1- 6 Publishing as Prentice Hall Competitor Analysis Assessing Competitors Copyright 2012 Pearson Education Inc. 1- 7 Publishing as Prentice Hall Competitor Analysis Selecting Competitors to Attack and Avoid Customer value analysis determines the benefits that target customers value and how customers rate the relative value of various competitors offers Identification of major attributes that customers value and the importance of these values Assessment of the company s and competitors performance on the valued Copyright 2012 Pearson Education Inc. 1- 8 Publishing as Prentice Hall Competitor Analysis Selecting Competitors to Attack and Avoid Close or distant competitors Good or bad competitors Copyright 2012 Pearson Education Inc. 1- 9 Publishing as Prentice Hall Competitor Analysis Selecting Competitors to Attack .