UNIVERSITY OF SOUTHERN MINDANAO
Technopreneurship
ES 223
Module 4
Module 4: Competitive
Advantage
• Competition
• Competitive Advantage
Competitive Advantage 2
Lecture 1: Understanding
Competition
ILO 1: By the end of the learning experience,
students must be able to:
✓Explain Competition
Competitive Advantage 3
Lecture 1: Understanding
Competition
Why is it important for businesses to understand
their competition?
• Identify strengths and weaknesses relative to
competitors
• Discover gaps in the market that can be exploited
• Anticipate market changes and adapt accordingly
• Enhance product/service differentiation
• Make informed pricing decisions
Competitive Advantage 4
Lecture 1: Understanding
Competition
Why Competition Analysis?
- Helps in identifying market trends, potential
threats, and opportunities. It informs strategic
decision-making, allowing companies to stay
relevant and competitive.
Competitive Advantage 5
Lecture 1: Understanding
Competition
- Better market penetration strategy, customer
acquisition strategies and brand positioning
could be inspired from competition.
- If you collect enough info about your
competition, you already have a reference on
how they are running their business, how they
built their product, how they distribute it and
other info that can generally benefit you.
Competitive Advantage 6
10 Ways Competition Can
Improve Your Business
1. Avoid Complacency
- continuously seeking improvement, innovation,
and growth. Entrepreneurs should stay vigilant,
monitor market trends, and be open to change to
maintain their competitive edge.
2. Building brand clout
- consistently delivering high-quality products or
services, maintaining excellent customer
relationships, and effectively marketing their
brand to their target audience.
Competitive Advantage 7
10 Ways Competition Can
Improve Your Business
3. Developing self-awareness.
- ability to recognize and understand one's own
strengths, weaknesses, emotions, and
motivations. In entrepreneurship, self-
awareness is essential for personal growth,
effective decision-making, and building
successful businesses
4. Encouraging differentiation
- distinguishing a product or service from
competitors' offerings in the eyes of customers.
Competitive Advantage 8
10 Ways Competition Can
Improve Your Business
5. Exploiting Industry Trends
- trends refer to the patterns, shifts, and
developments that shape a particular market or
industry.
6. Forming unexpected partnerships.
- involve collaborating with individuals or
organizations that may not seem obvious at first
glance. These partnerships can bring together
complementary skills, resources, or networks to
create mutually beneficial opportunities.
Competitive Advantage 9
10 Ways Competition Can
Improve Your Business
7. Mutual learning.
- can engage in mutual learning through
networking, mentorship, peer-to-peer learning
groups, or partnerships with other businesses.
8. Narrowing down a niche
- focusing on a distinct market segment or
product category where there is less competition
and greater opportunity for success.
Competitive Advantage 10
10 Ways Competition Can
Improve Your Business
9. Planning long-term.
- involves setting goals, creating strategies, and
making decisions with a focus on the future
success and sustainability of the business
10. Prioritizing customer needs
- involves placing the interests and preferences
of customers at the forefront of business
decision-making.
Competitive Advantage 11
Competitive Analysis
Identify, Research and Apprise
Identify the players
- “Your brand isn’t what you say it is, it’s what
Google says it is” Chris Anderson
- Identify minimum of 5 and maximum of 10
players
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Competitive Analysis
Analyze your competitors
- Gather information on the following
parameters:
• Product Offering
• Unique Value Proposition
• Pricing
• Market Reviews
• Branding: How well known the brand is
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Competitive Analysis
• Direct Competitor – is someone that offers the
same products, with in the same category as
you
e.g. McDonald and Burger King
• Indirect Competitor – business that sells a
product or service in the same category as you,
but it’s different enough to act as a substitute
for your product or service.
e.g. Coffee shop vs. juices, smoothies
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Competitive Analysis
• Replacement competitor
- a business that sells a product or service that’s
both different in category and type than you, but
one which your customers could choose to spend
their money instead
Eg: McDonald’s vs. ready-to-eat/frozen dinner
meal
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Competitive Analysis Template
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Competitive Analysis
1.Product Benefits:
- the advantages or value that a product or service
provides to customers. These benefits can include
functional features, emotional appeal, convenience,
cost savings, or any other advantages that fulfill
customers' needs or desires.
2. UVP (Unique Value Proposition)
- is a statement that communicates the unique value
that a product or service offers to customers
compared to competitors. It highlights what sets the
offering apart and why customers should choose it
over alternatives.
Competitive Advantage 17
Competition Analysis
Fitness Application
Aspect Samsung Smartwatch Huawei Watch GT 2 Pro (FitLife)
Product Tracks various fitness Offers advanced health Tracks various fitness
Benefits activities. monitoring. activities.
Monitors heart rate, stress Features over 100 workout Monitors daily steps,
levels, and sleep quality. modes. distance, calories
Receives notifications and Provides long battery life burned.
calls. and wireless charging. Offers customizable
Supports third-party apps Made with premium workout plans and
materials challenges.
Provides insights into
sleep patterns and
nutrition
Competition Analysis 18
Competition Analysis
Fitness Application
Aspect Samsung Smartwatch Huawei Watch GT 2 Pro (FitLife)
UVP "Stay connected and track "Elevate your fitness Achieve your fitness
(Unique your health effortlessly with journey with the Huawei goals anytime,
Value our smartwatch. From Watch GT 2 Pro. anywhere with our
Propositi fitness tracking to Exceptional craftsmanship, fitness tracking app.
on) notifications, it's your all-in- comprehensive health Personalized
one companion for an tracking, and extended workouts,
active lifestyle." battery life ensure you stay comprehensive
on top of your game, activity tracking, and
wherever your adventures expert guidance
take you." empower you to lead
a healthier and more
active lifestyle, all
from the convenience
of your smartphone."
Competition Analysis 19
Understanding Competition
3. Price:
- refers to the amount of money that customers pay to
purchase a product or service. It's a crucial element
of the marketing mix and can significantly influence
customers' purchasing decisions.
4. Branding:
- involves creating a unique identity, image, and
perception for a product, service, or company in the
minds of customers. It encompasses elements such as
logos, slogans, colors, design, messaging, and overall
brand experience.
Competitive Advantage 20
Competition Analysis
Fitness Application
Aspect Samsung Smartwatch Huawei Watch GT 2 Pro (FitLife)
Price Starts at $249 for the Starts at $299 for the Freemium model with
Bluetooth version standard version basic features
available for free.
Premium subscription
option ($9.99 per
month) unlocks
advanced features.
Branding Modern, sleek design; Luxury smartwatch for Brand aims to inspire
lifestyle accessory for tech- fitness enthusiasts and and empower users to
savvy individuals outdoor adventurers lead healthier lives
through its user-
friendly and
comprehensive fitness
tracking app.
Competition Analysis 21
Understanding Competition
5. Market Review:
- involves analyzing the current state of a specific
market or industry. It includes examining factors
such as market size, trends, growth opportunities,
competitive landscape, customer preferences, and
regulatory environment.
Competitive Advantage 22
Competition Analysis
Fitness Application
Aspect Samsung Smartwatch Huawei Watch GT 2 Pro (FitLife)
Market Positive reviews praising its Positive feedback on its Positive user reviews
Review design, fitness tracking premium build quality, praising its ease of
accuracy, and user-friendly long battery life, and use, extensive feature
interface. extensive fitness tracking set, and motivational
Strong competition from features<br>- Concerns aspects. Strong
other smartwatch brands raised about limited app competition from
like Apple and Garmin ecosystem compared to other fitness tracking
competitors like Samsung apps like
and Apple MyFitnessPal, Strava,
and Nike Training
Club.
Competition Analysis 23
Traditional USM
Benefits Papa’s Delivery GutomKa Express HATUD SERVICES
Tricycles
On and off Campus on Ride-hailing, food and printing request,
Product food and delivery service food and delivery service
Passenger transport parcel and essential delivery services.
Php 10.00/student Php 30.00/all services
Price Php 37.00 Php 50.00
Php 13.00/USM personnel Php 10.00/student and USM personnel
registered tricycles exclusive
will start first on students and USM
to operate in the university
Branding channels social-media social-media personnel - brand awareness by social
campus known by Kabacan
media and on-campus promotion
citizens
Market reviews no ratings found 4.7/5 reliability rating no ratings found
Integrated delivery and eco-friendly ride-
Wide availability in delivering Wide availability and faster in Immediate transport solutions
UVP hailing for campuses with student job
solutions delivering solutions within the university campus
opportunities
End of Topic
Thank you
Competitive Advantage 25
