競爭對手分析工具培訓(xùn)

24三月20241競爭對手分析工具培訓(xùn)Whoareyourrivals?Acompetitivearenamaybeasbroadasanindustryorasnarrowasproductmarket.Usually,thetacticaldecisionneedsnarrowdefinitionofcompetitivearena,butstrategicdecisionneedsbroaderone.Thearenadefinitionisdeterminedbychoiceamongfourdimensionsthearrayofproductorservicecategories(singleproductversusbroadcategory);theclass/segmentsofcustomers(singleormultiplesegments);geographicscope(singleregionorcountryversusglobal);numberofactivitiesinthevaluechain(manyversusfew)3/24/20242Xueliu,GSM,PKUIdentifyingarenasOneofthekeywaysacompetitivearenaistoexaminethepatternsofsubstitution:supply-sideanddemand-sideperspective.Substitutionfromthedemandside:customer-definedarenas:cross-elasticitiesbrand-switchingdata.Judgmentaldata:customerjudgmentsofsubstitutabilitycanbeobtainedbyaskingasampleofcustomerstoindicatethedegreeofsubstitutabilitybetweenallofpossiblepairsofproductsorbrandsonratingscale.3/24/20243Xueliu,GSM,PKUProductindustryhierarchyhousewaresFoodpreparationappliancescoffeemakerspercolatorsDripcoffeemakersProductfeaturesandpriceoptionsProductfeaturesandpriceoptionsbrandsbrandsindustryProductclassProducttypeProductvariants3/24/20244Xueliu,GSM,PKUCompetitiveadvantagecycle

PerformanceRewardsSatisfaction?profitsLoyalty?shareInvestmentinrenewalSourceofadvantagesuperiorassetssuperiorcapacitiesCompetitivedynamicsErodeadvantagesPositionaladvantagesrealizedsuperiorcustomervalueKeysourcefactorsBarrierstoimitation3/24/20245Xueliu,GSM,PKUMapofwomen’sclothingretailers???Women’swearvalueformoneyWomen’swearfashionability???????????????????3/24/20246Xueliu,GSM,PKUSubstitutionfromsupplysideWhichrivalsareservingrelatedproductclasswiththesametechnology,manufacturingprocesses,materialresources,salesforce,anddistributionchannels?Whatisthegeographicscopeofthemarket?itisregionalorglobal?Whichcompetitorsshouldbeincluded-onlythosepresentlyservingthemarketorpotentialentrantswithcapacitytocompete?3/24/20247Xueliu,GSM,PKUWhatStrategicMovesAreRivalsLikelytoMakeNext?Afirm’sownbeststrategicmovesareaffectedbyCurrentstrategiesofcompetitorsActionscompetitorsarelikelytotakenextProfilingkeyrivalsinvolvesstudyingCurrentpositioninindustryStrategicobjectivesBasiccompetitiveapproaches3/24/20248Xueliu,GSM,PKUCompetitorAnalysisSuccessfulstrategiststakegreatpainsinscoutingcompetitorsUnderstandingtheirstrategiesWatchingtheiractionsEvaluatingtheirvulnerabilitytodrivingforcesandcompetitivepressuresSizinguptheirresourcestrengthsandweaknessesandtheircapabilitiesTryingtoanticipaterivals’nextmoves3/24/20249Xueliu,GSM,PKUPredictingMovesofRivalsPredictingrivals’nextmovesinvolvesAnalyzingtheircurrentcompetitivepositionsExaminingpublicpronouncementsaboutwhatitwilltaketobesuccessfulinindustryGatheringinformationfromgrapevineaboutcurrentactivitiesandpotentialchangesStudyingpastactionsandleadershipDeterminingwhohasflexibilitytomakemajorstrategicchangesandwhoislockedintopursuingsamebasicstrategy3/24/202410Xueliu,GSM,PKU競爭對手行為推斷架構(gòu)信息或知識動機(jī)可能的行動空間資源感知環(huán)境假設(shè)行動行動的可能性3/24/202411Xueliu,GSM,PKU競爭對手分析目標(biāo)假設(shè)現(xiàn)行戰(zhàn)略潛在能力反應(yīng)目標(biāo)是什么目標(biāo)忠實度現(xiàn)實與