COMPETITIVE DEALING WITH :

COMPETTON 8TRATEGE8
REFERENCE
KOTLER, P., 2006, MARKETNG
MANAGEMENT, NEW JERSEY:
PEARSON EDUCATON, NC.
COMPETTVE
PO8TON8
DOMNANT
CONTROL THE BEHAVOR OF OTHER
COMPETTOR8
HA8 A WDE CHOCE OF 8TRATEGC OPTON8
8TRONG
CAN TAKE NDEPENDENT ACTON WTHOUT
ENDANGERNG T8 LONG-TERM PO8TON
CAN MANTAN T8 LONG-TERM PO8TON
REGARDLE88 OF COMPETTOR8' ACTON
FAVORABLE
HA8 AN EXPLOTABLE 8TRENGTH AND A
MORE-THAN-AVERAGE OPPORTUNTY TO
MPROVE T8 PO8TON
COMPETTVE
PO8TON8 {Cont'd_
TENABLE
PERFORMNG AT A 8UFFCENTLY
8AT8FACTORY LEVEL TO WARANT
CONTNUNG BU8NE88
BUT T EXT8 AT THE 8UFFERANCE OF
DOMNANT COMPANY AND HA8 A LE88-THAN-
AVERAGE OPPORTUNTY TO MPROVE T8
PO8TON
WEAK
UN8AT8FACTORY PERFORMANCE, BUT AN
OPPORTUNTY EX8T8 FOR MPROVEMENT
NONVABLE
UN8AT8FACTORY PERFORMANCE AND NO
OPPORTUNTY FOR MPROVEMENT
8TRATEGY DEVELOPMENT
APPROACHE8
MARKET-BA8ED APPROACH
COMPETTOR-BA8ED
APPROACH
RE8OURCE-BA8ED APPROACH
RED OCEAN Vs BLUE
OCEAN 8TRATEGY
RED OCEAN 8TRATEGY BLUE OCEAN 8TRATEGY
COMPETE N EX8TNG MARKET
8PACE
CREATE UNCONTE8TED
MARKET 8PACE
BEAT THE COMPETTON MAKE THE COMPETTON
RRELEVANT
EXPLOT EX8TNG DEMAND CREATE AND CAPTURE NEW
DEMAND
MAKE THE VALUE-CO8T TRADE-
OFF
BREAK THE VALUE-CO8T
TRADE-OFF
ALGN THE WHOLE 8Y8TEM OF
A FRM'8 ACTVTE8 WTH T8
8TRATEGC CHOCE OF
DFFERENTATON OR LOW
CO8T
ALGN THE WHOLE 8Y8TEM OF
A FRM'8 ACTVTE8 N
PUR8UT OF DFFERENTATON
AND LOW CO8T
COMPETTVE 8TRATEGY
BA8ED ON 8WOT
ANALY88
OPPORTUNTE8 THREAT8
8TRENGTH8
8TRENGTH -
OPPORTUNTY
8TRATEGY
8TRENGTH -
THREAT
8TRATEGY
WEAKNE88E8
WEAKNE88 -
OPPORTUNTY
8TRATEGY
WEAKNE88 -
THREAT
8TRATEGY
MARKET-LEADER
8TRATEGE8
EXPANDNG THE TOTAL MARKET
NEW U8ER8
NEW U8E8
MORE U8AGE
EXPANDNG MARKET 8HARE
DEFEN8E 8TRATEGE8
PO8TON DEFEN8E
FLANK DEFEN8E
PREEMPTVE DEFEN8E
COUNTEROFFEN8VE DEFEN8E
MOBLE DEFEN8E
CONTRACTON DEFEN8E
MARKET-CHALLENGER
8TRATEGE8
DEFNNG THE 8TRATEGC
OBJECTVE AND OPPONENT{8_
CHOO8NG A GENERAL ATTACK
8TRATEGY
FRONTAL ATTACK
FLANK ATTACK
ENCRCLEMENT ATTACK
BYPA88 ATTACK
GUERRLLA WARFARE
MARKET-FOLLOWER
8TRATEGE8
COUNTERFETER: DUPLCATE8 THE
LEADER'8 PRODUCT & PACKAGE AND
8ELL8 T ON THE BLACK MARKET
CLONER: EMULATE8 THE LEADER'8
PRODUCT, NAME, PACKAGNG WTH
8LGHT VARATON8
MTATOR: COPE8 8OMETHNG8 FROM
THE LEADER BUT MANTAN8
DFFERENTATON
ADAPTER: TAKE THE LEADER'8
PRODUCT8 AND ADAPT8 OR MPROVE8
THEM
MARKET-NCHER
8TRATEGE8
MULTPLE NCHNG 8
PREFERABLE TO 8NGLE
NCHNG
THREE TA8K8:
CREATNG
EXPANDNG
PROTECTNG NCHE8