DEALING WITH COMPETITION

Presented by Sony Kusumasondjaja, SE., MCom.

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Porters COMPETITIVE FORCES

Identifying Competitors
It seems a simple task for a company to identify its competitors Many business fail to recognize the Internet as their most formidable competitors Competitor myopia (a focus on current competitors rather than latent ones)

The Market Concept of Competition

Variables in Anayzing Competitors

MARKET SHARE MIND SHARE HEART SHARE

MARKET STRUCTURE

STRATEGIES FOR MARKET LEADERS: Expanding the Total Market

Gaining New Customers Encouraging Existing Customers to Use More

STRATEGIES FOR MARKET LEADERS: : Defending Market Share

POSITION DEFENSE FLANK DEFENDE PRE-EMPTIVE DEFENSE COUNTEROFFENSIVE DEFFENSE MOBILE DEFENSE CONTRACTION DEFENSE

STRATEGIES FOR MARKET CHALLENGER

FRONTAL ATTACK FLANK ATTACK ENCIRCLEMENT ATTACK BYPASS ATTACK

STRATEGIES FOR MARKET FOLLOWER

COUNTERFEITER CLONER IMITATOR ADAPTER

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COMPETITOR VS CUSTOMER ORIENTATION

Fighter orientation It trains marketers to keep alert It tends to be too reactive It determines its moves on competitors moves

Better position to identify new opportunities, by monitoring customer needs

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