COMPETITIVE STRATEGIES -BALANCING CUSTOMER AND COMPETITIVE ORIENTATIONS -COMPETITIVE ARENA MAPPING

BY:- TANU MANGLIK DHEERAJ KHATWANI MAYANK PARASHAR RUTIKA MAHAGAOKAR HARSH K. JAIN ANURAG ROKDE

.Competitive Strategies A C O M P E T I T I V E S T R AT E G Y A N S W E R S T H E F O L L O W I N G QUESTIONS. ‡H O W D O W E D E F I N E O U R B U S I N E S S T O D AY A N D H O W W ILL W E DEFINE IT TOMORROW ? ‡I N W H AT I N D U S T R I E S O R M A R K E T S W I L L W E C O M P E T E ? THE INTENSITY OF COMPETITION IN AN INDUSTRY DETERMINES ITS PROFIT POTENTIAL AND COMPETITIVE AT T R A C T I V E N E S S .

Competitive Strategies ‡H O W W I L L W E R E S P O N D T O T H E C O M P E T I T I V E F O R C E S IN THESE INDUSTRIES OR MARKETS? ‡W H AT W I L L B E O U R F U N D A M E N TA L A P P R O A C H T O AT TA I N I N G C O M P E T I T I V E A D VA N TA G E ? ‡ W H AT S I Z E O R M A R K E T P O S I T I O N D O W E P L A N T O ACHIEVE? ‡ W H AT W I L L B E O U R F O C U S A N D M E T H O D F O R G R O W T H ? .

5 . L E A D E R S T R AT E G I E S . C H A L L E N G E R S T R AT E G I E S . M A R K E T.F O L L O W E R S T R AT E G I E S . 3 . 4 . N I C H E S T R AT E G I E S . COMPETITIVE POSITIONING 2 .Competitive Strategies 1.

‡C O M P E T I T I V E A R E N A M A P P I N G .Competitive Strategies ‡B A L A N C I N G C U S TO M E R A N D C O M P E T I T I O N O R I E N TAT I O N S . .

. C O M P E T I T O R O R I E N TAT I O N : COMPETITOR ORIENTATION COMES ALONG WITH AN ORGANIZATIONS WIDER UNDERSTANDING OF WHAT CHARACTERISTICS HAS THE MARKET WHERE IT IS OPERATING.Balancing Customer and Competitor Orientations C U S T O M E R O R I E N TAT I O N : CUSTOMER ORIENTATION REFERS TO A COMPANY¶S UNDERSTANDING OF ITS BUYERS TO BE ABLE TO CREATE CONTINUOUSLY VALUE FOR THEM.

IN A BETTER POSITION TO IDENTIFY NEW OPPORTUNITIES AND SET LONG-RUN STRATEGIES THAT MAKE SENSE.Balancing Customer and Competitor Orientations 1 ) . 1). A DVA N TA G E S O F C U S T O M E R C E N T E R E D C O M PA N Y : CUSTOMER-CENTERED COMPANY FOCUSES MORE ON CUSTOMER DEVELOPMENTS IN DESIGNING STRATEGIES. 2). IT CAN CONCENTRATE ON SERVING THE NEEDS OF IMPORTANT CUSTOMER GROUPS. .

b). Lessens innovation. c). Bases goals on what others do. A fighter orientation. Alertness. It only matches or extends what others does. Disadvantages include: A). 2). Advantages: A).Competitor-centered company: Competitor-centered company is one that spends most of its time tracking competitors¶ moves and market shares and trying to find strategies to counter them. the company becomes too reactive. . Strategy is built on what others do. b).

Balancing Customer and Competitor Orientations Customer-Centered No Yes Competition -centered No Product Orientation Competitor Orientation Customer Orientation Market Orientation Yes .

Balancing Customer and Competitor Orientations C O M PAN I E S H AV E M O V E D T H R O U G H T H E F O L L O W I N G O R I E N TAT I O N S O V E R T H E Y E AR S : 1 ) . . C U S TO M E R . P R O D U C T. 2 ) .O R I E N T E D ² PAY L I T T L E AT T E N T I O N TO EITHER CUSTOMERS OR COMPETITORS.O R I E N T E D ³ S TA RT E D T O PAY AT T E N T I O N T O C U S T O M E R S .

FIND I N N O VAT I V E W AY S T O D E L I V E R M O R E VA L U E T H A N COMPETITORS DO.O R I E N T E D ² W H E N T H E Y S TA R T E D T O PAY AT T E N T I O N T O C U S T O M E R S . T H E Y B E C A M E COMPETITOR-ORIENTED.O R I E N T E D ³ T H I S A D VA N C E D F O R M B A L A N C E S AT T E N T I O N B E T W E E N C U S T O M E R S A N D C O M P E T I T I O N . M A R K E T.Balancing Customer and Competitor Orientations 3 ) . 4 ) . THEREFORE. T H I S M E T H O D F I N D S N E W W AY S T O D E L I V E R S AT I S FA C T I O N T O C U S T O M E R S A N D . C O M P E T I T O R . . OVERCOMES COMPETITION.

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OWNERSHIP. HIGH HIRING BAR AND FRUGALITY.TOYS 3. INNOVATION. BIAS FOR ACTION.Case study of amazon. C O M TA G LINE CHANGED TO ³EARTHS LARGEST SELECTION´ AND OFFERS PRODUCTS LIKE 1.FURNITURE & APPREAL AND MANY MORE«« B U S I N E S S P H I L O S O P H Y : C O R E VA L U E S O F A M A Z O N O P E R AT I O N A L S T R AT E G Y CUSTOMER OBSESSION.. ELECTRONICS 2.com O V E RV I E W FOUNDED BY JEFF BEZOS IN 1995 LABELED IT AS ³EARTHS BIGGEST BOOK STORE´ ‡ N O W 4 5 M I L L I O N O N L I N E U S E R S S H O P AT A M A Z O N . .

‡ I T U T I L I Z E S U N I V E R S A L B E H AV I O R S A N D M E N TA L I T I E S . ‡ I T U S E S A C U S T O M E R .F R I E N D LY I N T E R FA C E . ‡I T U S E S E X I S T I N G C O M M U N I C AT I O N S Y S T E M S . . ‡ I T S C A L E S E A S I LY F R O M S M A L L T O L A R G E ‡ I T E X P L O I T S I T S A F F I L I AT E ¶ S P R O D U C T S A N D RESOURCES.MYRIADS OF MARKETING STRATEGY OF AMAZON ‡I T F R E E LY P R O F F E R S P R O D U C T S A N D S E R V I C E S .

competetor oriented strategy of amazon ‡I N T E N S I V E S T R AT E G Y. ‡D I V E R S I F I C AT I O N S T R AT E G Y. ‡I N T E G R AT I O N S T R AT E G Y. A N D I S F U R T H E R L O K I N G T O A D O P T S T R AT E G I E S LIKE. C R O S S S E L L T H R O U G H M U LT I P L E C H A N N E L S ³ I N T E G R AT E D M A R K E T I N G C O M M U N I C AT I O N ´ . ‡I N N O VAT I O N W I T H F L E X I B I L I T Y .

Customer oriented strategy ‡C O N T I N U A L W E B S I T E I M P R O V E M E N T ‡A F F I L I AT E M A R K E T I N G ‡C U S T O M E R S O P I N I O N ‡E M A I L M A R K E T I N G ‡S T R E A M L I N E D O R D E R I N G P R O C E S S ‡PA R T N E R S H I P S & W E B S E R V I C E S S O I T C A N B E S E E N T H AT A P R O P E R C U S T O M E R A N D C O M P E T I T O R O R I E N TAT I O N A L O N G W I T H C O M P E T I T I V E A R E N A M A P P I N G H E L P S T O C R E AT E B R A N D I M A G E A N D THUS PROVIDES EDGE OVER ITS COMPETITORS .. .

THANK YOU .

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