You are on page 1of 9

11

Dealing
with Competition

Marketing Management, 13th ed


Balancing Orientations

Competitor- Customer-
Centered Centered

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall


Figure 1.1 Five Forces Determining
Segment Structural Attractiveness

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall


Industry Concept of Competition

Number of sellers and degree of


differentiation
Entry, mobility, and exit barriers
Cost structure
Degree of vertical integration
Degree of globalization

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall


Analyzing Competitors

Objectives

Strategies
Competitor
Actions

Reaction
Patterns Strengths &
Weaknesses

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall


Figure 11.4 A Competitors
Expansion Plans

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall


Strengths and Weaknesses

Share of market

Share of mind

Share of heart

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall


Table 11.2 Market Share,
Mind Share, and Heart Share

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall


Expanding the Total Market

New customers

More usage

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall