to

Marketing
 Presentation
on
Competitor
Advantages
Presented To:

Miss Sadia
Presented By:
The Friends Group
MBA 1st Morning
 Group members
Muhammad Haroon 10607
Farhan Adeel 10580
Farman Ali 10609
Muhammad Haroon 10618
 Creating Competitive
Advantages
Competitor Analysis

Competitive Strategies

Balancing Customer and

Competitor Orientation
 Competitive Advantages
Defination
An advantage over competitors gained by
offering consumer greater value
either Lower price or by Providing
through,
more benefits that Justify higher prices
Example
 Competitor Analysis

• The process of identifying key competitor

• Assessing their objectives Strategies,
strength & weaknesses & Reaction
patterns
• Selecting which competitors to attack or
avoid
Identifying competitors

• Companies identifying their competitors

• Similar services
• Same customer
 Competitor Myopia
• Short sightedness of any organization
• They focus only one product
• Companies must avoid it
• Customer want satisfaction
examples
• Major competitors are

Sony
Assessing competitor

 Determining competitor objectives

Monitoring various segments
New technology
 Growth share
Identifying Competitors’ Strategy
• Features
• Product Quality
• Pricing policy
• Sales force strategy
Assessing competitor strength &
weakness
• What can our competitor do?
• Gathering data
• Bench marking
 Bench marking
• The process of comparing the companies
product and processes to those of
competitors leading firms in other industry
way to improve quality and performance

• Powerful tool for increasing a company’s

competitiveness.
Estimating Competitors’ Reactions

• What will our competitor do?

• Competitor objectives
• Competitor Strategies
• Competitor Strength & weakness
 Selecting competitor to
attack & avoid
Strong or weak competitors
• Focus on several competitors
• Aim shots at weak competitors
• They have fewer resources
• Customer value analysis
• They should compete with strong
competitors
Close or Distant Competitors
• Compete with close competitor rather
than distant competitors
• They should compete with distant
competitors not close
• Wall mart & k mart
 Good or Bad Competitors
• Should support good competitors
• Attack bad competitors
• Good competitors play industry’s rules
• Good competitor play by rules
• Bad competitor break the rules
 Designing a competitive
intelligence system
• Company must design intelligence system
• Collect secondary data
• Each and every information
• Validity and reliability
• Weaknesses and strength
 Competitive
Strategies
Approaches to Marketing Strategy
Define different strategies
Large formal strategies
HONDA TOYOTA
STAGES OF MAREKET APPROACHES

Entrepreneurial Marketing
Formulated Marketing
Intrepreneurial Marketing
 Entrepreneurial
Marketing
Knock on every door to gain attention.
No need of Advertisement.

Example : Milk Made

Formulated Marketing
Small Companies.
Involvement of sales people.

Example :

SHAN & NATIONAL

Intrepreneurial Marketing
Large & small companies.
Customer Centered Approach.
Basic Competitive
Strategies
Six main Strategies

Over all Cost Leadership

Differentiation
Focus
Operational Excellence
Customer Intimacy
Product Leadership
Over All Cost Leadership
Here the company show hard
work to decrease the production &
distribution cost. Low cost & low
price then its competitor & win a
large market share.
 Differentiation
 Here the company concentrate on
creating a highly differentiated product
line & marketing program.
Example: Nokia
 Focus
 Here the company focuses its effort on
serving a few market segments well
rather than going after the whole
market.
Example : Ferrari & Auston Martin
 Operational Excellence
Companies provides superior value
Reduce cost
Customer wants quality product &
reliable goods cheaply& easily

Example :
 Customer Intimacy

Company provides superior value by

precisely segments.
It Builds detailed customer Database.
Example : Rolex watches
 Product Leadership
 Here company provides superior goods
with best quality &in low price. it aims to
make its own & competing products
obsolete.
Example :
 Competitive Position
• Market Leader
• Market Challenger
• Market Follower
• Market Nicher
 Market leader strategies
• Expend total market
• Protect market share
• Expend market share
 Expend total market

 Expend market by
• Developing new users
• Discovering and promoting new uses
• Convincing people for more usage
 Protecting market share
What to do for market position
• Avoid weakness
• Fulfill value promise
• Constant price
• Strong customer relationship
 Expanding Market Share
Increasing sales
•
Improve profitability
•
Close customer relationship
•
Giving high quality product & services
•
Market Challenger Strategies
To Keep Market share
Market Challenger Strategies
To Put small companies out of business
How to attack on competitor?
 Market Follower Strategies

Good product coppied by leader

Copy of the leader
Keep your customer in mind
 Market Nicher Strategies

Specialize in serving customer

 Market Nicher
Strategies
Why niching is profitable
Specific customers
Balancing Customer and
Competitor Orientations

competitor

customer
 Competitor Centered
Company
Definition:
“A company
whose moves are mainly based on
competitor actions and reactions”.
Track competitor
Find his strategies
Find his weakness
 Customer Centered Company
 Defination:
“A company that focuses on
customer developments in designing its
marketing strategies and on delivering
superior value to its target customers”.

 Focus on Customer Development

 Customer need
 Superior value
 Market Centered
Company
Defination:
“A company that pays
balanced attention to both customers and
competitors in designing its marketing
strategies”.

Watch both customer and competitors

 Customer centered
Competitor centered

No Yes

No
Product orientation Customer orientation

Yes
Competitor orientation Market orientation
Questions?
Thanks
http://www.scribd.com\waseem00300

waseem00300@yahoo.com

wasem00300@gmail.com