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1、Competitive Analysis and Product Positioning,竞争分析和市场定位,竞争对手 Competitors,直接竞争 Direct competitors间接竞争 Indirect competitors中国竞争 Local competitors美国竞争 Cross-over competitors,Identifying the Competitors-1,Product,Direct,Indirect,Industry,Cross-Over,Local,Hointer,Shop with me,天猫商城、微店、1号店、各类比价软件,Amazon、Sho
2、pkick、Poshmark、PayPal Wallet,直接,间接,中国,美国,Identifying the Competitors-2,Hointer,Identifying the Competitors-3,Shop with me,Competitor Profiling,空手到,扫描购物,电子支付,实体商家,社交分享,Polyvore,Shopkick,京东,Poshmark,Paypal,Hointer,嘿店,送货上门,消费金融,微信,支付宝,比价软件,天猫,Amazon,Shopify,百胜,COMPETITIVE ANALYSIS FLOWS OUT OF CUSTOMER
3、 ANALYSIS,Understand customers needs and wantsIdentify current and potential competitorsPerform industry analysis,identify suppliers and common intermediariesUnderstand your competitorsDetermine competitor strategies(present and future),COMPETITORS TO CONSIDER,当前CURRENTmarket structure analysisperce
4、ptual analysis潜在POTENTIAL(potential entry of new competitors)remain alert to their possibilitydepends onbarriers to entryexpectations about competitive reactions,BARRIERS TO ENTRY OF NEW COMPETITORS,销售渠道 Access to Distribution Channels顾客转换成本 Buyer Switching Costs技术优势 Technical Advantage,COMPETITIVE
5、RELATIONS,冲突 CONFLICT竞争 COMPETITION共存 COEXISTENCE合作 COOPERATION共谋 COLLUSION,CONFLICT WITH COMPETITORS,Focus on opponentMarket is viewed as a zero-sum game(one gains only by taking from another)Competitors objectives are mutually inconsistent,COMPETITION,Focus on winning something(usually customers)D
6、epends onmarket attractivenessindustry structurecommitment of competitorstechnology requiredproduct differentiation,COMPETITOR COEXISTENCE,Working Toward a Goal Independent of OthersDifferent Niches of Market Available,COOPERATION,Involves working together toward a common goalThree main typesDyadicJ
7、oint ActivityInvestment in a Third Party,THREE TYPES OF COMPETITOR COOPERATION,Formal Cooperation,Dyadic,Joint activity,Investment in third party,OwnershipInterlocking directorshipFormal exchangesSubcontractingReciprocity,ProductionSourcingR&DPromotionConsortia,Joint venturesTrade associations,COLLU
8、SION,Cooperative Behavior Designed to Injure a Third Partycustomerssuppliersnon-colluding competitorsgeneral publicCan be Direct or IndirectOften Illegal,GATHERING COMPETITIVE DATA,Establish information-gathering systemIdentify your competitorsPerform a competitive auditEvaluate results of the audit
9、Regularly integrate into planning process,HOW DO YOU COMPETE?,Offensive StrategiesConcentrate on the competitors relative weaknesses5 typesDefense StrategiesGoal is to counter each offensive strategy6 types,OFFENSIVE STRATEGIES,1)Frontal attackdirect confrontationmost difficult and dangerous2)Flanki
10、ng attackaddresses gaps in competitions market coverageNiche market,3)Encirclement forcing competitor to spread resources thin by probing on many fronts at once4)Bypass attackavoids confrontationdiversification5)Guerrilla warfaresmall,intermittent attacks,DEFENSE STRATEGIES,1)Position Defensefortify
11、 firms existing position2)Mobile DefenseMarket broadening3)Preemptive DefenseAttacking first(first strike),4)Flank-positioningextend firms offerings into new segments to protect existing5)Counter-offensive Defensegathering resources and counter-attacking when threatened6)Strategic Withdrawal,Partners,Complementary partnerCapability partner,
