菲利普科特勒市場營銷第10版全套19個08

1、Chapter 8Dealing withMarketing ManagmentTenth Edition1ObjectivesIdentifying CompetitorsEvaluating CompetitorsCompetitive Intelligence SystemsCompetitive StrategiesCustomer vs. Competitor Orientation2Induce your competitors not to invest in those products, markets and services where you expect to inv

2、est the most that is the fundamental rule of strategy. Bruce Henderson, Founder of BCGThere is nothing more exhilarating than to be shot at without result. Winston Churchill3Five Forces Determining Segment Structural AttractivenessPotential Entrants(Threat ofMobility)Buyers(Buyer power)Substitutes(T

3、hreats ofsubstitutes)Suppliers(Supplier power)IndustryCompetitors(Segment rivalry)4Barriers and ProfitabilityLow, stablereturnsLowHigh, stablereturnsHighLowLow, riskyreturnsHigh, riskyreturnsHighEntry BarriersExit barriers5Industry CompetitionNumber of Sellers - Degree of DifferentiationEntry, Mobil

4、ity, Exit barriersCost StructureDegree of Vertical IntegrationDegree of Globalization6HighLowHighLowQualityVertical IntegrationStrategic Groups in the Major Appliance IndustryGroup ANarrow lineLower mfg. costVery high serviceHigh priceGroup DBroad lineMedium mfg. costLow serviceLow priceGroup CModer

5、ate lineMedium mfg. costMedium serviceMedium priceGroup BFull lineLow mfg. costGood serviceMedium price7Analyzing CompetitorsCompetitorActionsObjectivesStrengths &WeaknessesReactionPatternsStrategies8Competitors Expansion PlansMarketsProductsIndividualUsersCommercial & IndustrialEducationalPersonalC

6、omputersHardwareAccessoriesSoftwareDell9Hypothetical Market Structure & Strategies40%Marketleader30%Marketchallenger20%MarketfollowerExpand MarketDefend Market ShareExpand Market ShareAttack leaderStatus quoImitate10%MarketnicherSpecial-ize10Defense StrategiesAttacker(3)Preemptivedefense(4)Counter-o

7、ffensivedefenseDefender(1)Positiondefense(5)Mobiledefense(2) Flank defense(6) Contractiondefense11Optimal Market ShareProfitabilityMarket share0%25%50%75%100%Optimal market share12Attack StrategiesAttackerDefender(3) Encirclement attack(4) Bypass attack(2) Flank attack(5) Guerilla attack(1) Frontal

8、attack13Specific Attack StrategiesPrice-discountCheaper goodsPrestige goodsProduct proliferationProduct innovationImproved servicesDistribution innovationManufacturing cost reductionIntensive advertising promotion14“Nichemanship”End-user specialistVertical-level specialistCustomer-size specialistSpe

9、cific-customer specialistGeographic specialistProduct or product-line specialistProduct-feature specialistJob-shop specialistQuality-price specialistService specialistChannel specialist15BalanceCompetitionCustomer+ Fighter orientation+ Alert+ Exploit weaknesses- Reactive+ ID opportunities+ Long-run profit+ Emerging needs & groups1