競爭者分析ppt課件-資料下載頁
2025-04-29 04:01本頁面
【正文】 rs Canandaigua Seagram Commitment to wine business 1 5 2 3 4 Financial strength 2 1 4 5 3 Brand awareness 1 2 3 5 4 Management ability 1 4 2 3 5 Highest = 1 Lowest = 5 Market Factors Simplified Competitive Analysis: Wine (Figure : p. 125) 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有， Copyright 21 Energy Bars: Differential Advantage Analysis 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有， Copyright 22 Energy Bars: Differential Advantage Analysis 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有， Copyright 23 Step 4: Assess A Competitor’s Will and Future Strategy ? Questions to ask to assess a petitor’s will How crucial is this product to them? How visible is the mitment to the market? Who is involved? ? To Figure out Future Strategy –Forecast with historical data –Simulation with historical data –Game Theory (Coopetition!) 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有， Copyright 24 A Competitive Conjecture Process Our total oute Second period First period Should we cut price? 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有， Copyright 25 Example: Energy Bars: Current amp。 Future Strategy Matrix Other examples: Retail Coffee (pp. 129132) and MP3 Cell Phone (pp. 132134) 華南理工大學(xué)工商管理學(xué)院 黎文 版權(quán)所有， Copyright 26 In summary, you need to know ? Who Major Competitors Are ? Major Competitors’ Objectives ? Major Competitors’ Strategies* – Target Market – Core Strategy (Valuechain) ? Major Competitors’ Capabilities
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