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Table Of Contents

Threat of new entrants
Bargaining power of buyers
Bargaining power of suppliers
Current category rivalry
Pressure from substitutes
Category capacity
Industry Concentration Measures
Technological
Political
Economic
Regulatory
Social
Business Implications of Social Changes
Category to Competitor Analysis
Primary Sources of Competitor Information
Other Sources of Information
Information Sources with Ethical Considerations
Step 2: Assess Current Strategies (Cont’d)
Step 2: Assess Current Strategies (cont’d)
Step 3: Assess Competitors’ Capabilities
What to do with all the information? (Differential Advantage Analysis)
Future Strategy
A Competitive Conjecture Process
In summary, you need to know
Buying Roles and Needs/Benefits Sought
How Customers Choose
Measuring Brand Equity
Assessing the Value of the Product Category
Assessing the Value of the Brand/Product
Paired Comparison Example: Soft Drink Preference
Methods for market segmentation
Cluster Analysis Illustration
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Product and Brand Management - Session 2

Product and Brand Management - Session 2

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Published by Ashish Dixit

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Published by: Ashish Dixit on Apr 29, 2012
Copyright:Attribution Non-commercial

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08/26/2012

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