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Competitor Analysis

INTRODUCTION:
Competitors are those whom you are
following and who are following you.
All companies dealing in same business are
not your competitor.
There can be direct or indirect customers.
EXAMPLES:-
Pepsi and Coke …….. Direct Competitor
McDonalds and KFC …. Direct
Competitors
Indirect competitors are based
upon
market share and substitute
business

EXAMPLES:-

Levis and Armani
Railways and Airlines
Seven Issues To Address
Q. 1 Who are your competitors ?
Q. 2 What are your relations with
competitors ?
Q. 3 How do you learn about your
competitors ?
Q. 4 Where do you compete ?
Q. 5 When do you compete ?
Q. 6 How do you compete ?
Q. 7 How do you position your product ?
Identify your competitors
based
upon two categories
3. Current Competitors
4. Potential Entrants.
 Those with whom you are
competing.
 This type of competitors are
identified through three
techniques
3.Perceptual Mapping
4.Map Dimensions
5.Ideal Points
 Your relationship with your
competitor is an ongoing
process. It passes through
different stages, these stages
are
2. Conflict
3. Competition
4. Coexistence
5. Cooperation
6. Collision
 This involves five steps:-
 Setup an information gathering
system for competitive
analysis.
 Identify your customers
 Gather information through a
competitive audit.
 Evaluate competitive
information
 Integrate this information into
your planning process.
Choosing market area to seek
competitive
advantage depends on market
attractiveness
and organizational strength.

This can be done “GENERAL
ELECTRIC
BUSNIESS METRIX.”
The ability to complete often
depends on strategic window of
opportunity.
Strategic is the limited time
period in which the fit between
the factors critical for success in
a market the implication is
businesses should prepare for
respond appropriately to the
opening and closing of strategic
window.
These are different
strategies for this
2. Attack strategies
3. Defense strategies
4. Withdrawal
POSITIONING