确定竞争集合

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,华南理工大学工商管理学院,-,黎文,版权所有，,Copyright,24,华南理工大学工商管理学院,-,黎文,版权所有，,Copyright,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,华南理工大学工商管理学院,-,黎文,版权所有，,Copyright,15,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,市场分析和预测,Marketing Analysis,&,Forecasting,教师：黎文,2010.09,电子邮件：,联系电话：,议题,概述,市场竞争的层次,确定竞争者的方法,竞争者的选择,企业竞争,概述,在开始工作之前，产品,/,品牌经理必须对作为资料收集和分析对象的产品品类,/,品牌品类有一个较好的概念认识。,确定竞争时，不能确定太多的竞争者，也不能确定太少的竞争者。,竞争者就是和自己竞争相同顾客的企业，基于顾客的竞争；也可以是基于资源的竞争，基于供应商的竞争，或者基于营销活动的竞争，或者是地理位置的竞争。,竞争的基础,顾客导向的竞争,他们是谁：为相同预算产生的竞争,他们什么时候使用,他们为什么使用：顾客寻求的利益,/,价值,营销导向的竞争：广告和促销,主题,/,文案策略,媒体,分销,价格,资源导向的竞争,原材料,雇员,财务资源,地理位置的竞争,市场竞争的层次,产品形式（product form）：通常追求同一个细分市场，特色属性都有相似性,产品品类（product category）：即经理们平时所理解的行业竞争,一般竞争（generic competition）,预算竞争（budget competition）,Levels of Competition*,Diet,lemon,limes,Baseball,cards,Fruit flavored colas,Coffee,Diet,Coke,Diet,Pepsi,Diet-Rite,cola,Bottled,water,Lemon,limes,Regular,colas,Beer,Juices,Wine,Fast food,Tea,Video,rentals,Ice,cream,Product form competition: Diet colas,Product category competition: Soft drinks,Generic competition: Beverages,Budget competition: Food and entertainment,Example 1:,Energy Bar Competition,Odwalla,Power Bar,Balance Bar,Clif,Energy Bars,Snack/Health Bars,Healthy Snacks,Other Snacks,Nutrigrain Bars,Slimfast Bars,Granola Bars,Fruits,Nuts,Juice,Crackers,Chips,Candy,Example 2,:,Super-Premium Ice Cream,Level of Competition,Definition,Competitors,Product form,Super-Premium,Haagen-Dazs,Starbuck/Godiva,Ben & Jerrys,Product category,Ice cream,Breyers,Dreyers,Private labels,Generic,Snacks,Desserts,Novelties,Frito Lay,Nabisco,Nestl,Mrs. Fields,Yoplait,Budget,Other supermarket, Convenience store products,Many,8,Example 3,:,PDA,Level of Competition,Definition,Competitors,Need Satisfied,Product form,Full-featured PDAs,Palm Pilot VII,Handspring,Compaq Aero,Pocket PC makers,Personal information management plus,integrated communications,Product category,PIM (Personal Information Managers),Palm III,Royal,Casio PV-100,PIM only,Generic,Tablet PC/,Cell phones,Toshiba,Nokia,Samsung,Other solutions to the above,Budget,$100-$1,000,Paper-based solutions,Business items costing,$100-$1000,Rolodex,Day Timer,Fax Machines,Personal copiers,Furniture (e.g. Steelcase),9,MP3 Phone Competition,Levels of Competition:,Implications for Your Product Strategy,Budget,Generic,Product Category,Product Form,Competitive Level,Convince Customers that the,Brand,is Better than Others,Convince Customers that the Product Form is Best in the Category,Convince Customers that the,Product Category,is the Best Way to Satisfy Needs,Convince Customers that the Generic Benefits are the Most Appropriate Way to Spend their Money,Product Management Task,Methods for Determining Competitors*,Existing categories: ex) IRI; SIC, NAICS,Managerial judgment,Customer-purchase-based measures*,Customer-judgment-based measures*,Managerial Judgment of Competition,Markets,Same,Different,Product/Services,Same,Different,A,C,B,D,Customer-purchase-based measures*,Brand Switching Data, The Extent of Substitutability among Brands,Cross-Elasticity of Demand:,Change in Brand Bs Sales/,Change in Brand As Price,Mainly Used for Nondurable Products,Brand-Switching Matrix,Time t+1,A,B,C,D,E,A,.6,.2,.2,0,0,B,.2,.3,.4,.1,0,C,.2,.3,.5,0,0,D,0,.1,.1,.,5,.3,E,.1,0,0,.4,.5,Time t,15,Customer-Judgment-Based Measures*,Overall similarity (by Perceptual Mapping)*,Similarity of consideration sets,Product deletion (based on product unavailability),Substitution In Use:,List all the uses of a product,List other products that provides the same uses,Perceptual Mapping,Means graphic description of customers perception about different brands/products.,You can use it to gain,Better understanding of market structure*,Customer perceptions for a new product concept,Direction for R&D efforts to satisfy customers better,Developing A Perceptual Map,Two Alternative ways,Attribute Rating method (AR),Overall Similarity method (OS),Attribute Rating Method,Data Cube (brands*attributes*respondents),Statistical Analysis (Factor Analysis),Find out two (or three) axes for the perceptual map,Attribute Analysis,Limitations,Suitable for B-to-B products,Developing A Perceptual Map,Overall Similarity method (OS),Suitable for consumer products and services,Ask consumers perception the extent of similarity of pairs of items.,Similarity Data Analysis (Multidimensional Scaling),You name the axes and infer the attributes,Defining Competition with Perceptual Mappingexample:,desserts,Moist,Needs refrigeration,Tapioca pudding mix,Local mix ,Pudding mix,Chocolate torte mix ,D-zer ta ,Jell-O,Canned pudding,Individual pie,Hostess cupcakes,Quick bread mix,Good for a coffee break,As a formal dessert,Homemade,cake,Bakery cake,Homemade cookies,Cheese cake mix,“,Snackin Cake” mix ,Frozen cake,Layer cake mix,“,Stirn Frost cake mix,Takes a long time to prepare ,Bundt cake mix,Custard mix,Boston crme pie mix,“Light Style” cake mix,Coffee cake mix ,Bakery cookies ,Pillsbury cookie dough ,Cookie mix ,Easy to carry with me,In my school work lunch ,Between meal snack,Pepperidge Farm cookies,Oatmeal cookies,Frozen pie,Homemade pie,Date bar mix ,Brownie mix ,Bakery pie ,Methods versus Competition Levels and Information Required,Enterprise Competition,in Financial Services,Two,Key Things,to Remember,How would you determine competition?,Choose the focal level of competition*,Right Level,of Competition for You*,Your Firms Market Position,Time Horizon,III. Product Life Cycle and Technology Change,IV. Your Position in the Firm,