BZU PAGES: Find Presentations, Reports, Student's Assignments and Daily Discussion; Bahauddin Zakariya University Multan Right Header

HOME BZU Mail Box Online Games Radio and TV Cricket All Albums
Go Back   BZU PAGES: Find Presentations, Reports, Student's Assignments and Daily Discussion; Bahauddin Zakariya University Multan > Institute of Computing > Bachelor of Science in Information Technology > BsIT 4th Semester > BSIT07-11 > Marketing

Marketing Instructor : Mam Ammara


Reply
 
Thread Tools Search this Thread Rating: Thread Rating: 2 votes, 3.50 average. Display Modes
  #1  
Old 02-04-2009, 03:53 AM
.BZU.'s Avatar


 
Join Date: Sep 2007
Location: near Govt College of Science Multan Pakistan
Posts: 9,693
Contact Number: Removed
Program / Discipline: BSIT
Class Roll Number: 07-15
.BZU. has a reputation beyond repute.BZU. has a reputation beyond repute.BZU. has a reputation beyond repute.BZU. has a reputation beyond repute.BZU. has a reputation beyond repute.BZU. has a reputation beyond repute.BZU. has a reputation beyond repute.BZU. has a reputation beyond repute.BZU. has a reputation beyond repute.BZU. has a reputation beyond repute.BZU. has a reputation beyond repute
Read Presentation Material: Chapter 18, Competitor Analysis, (Book: Principle of Marketing By Kotlar)

Competitive Advantage:
An advantage over a competitor is gained by offering greater values than competitor offers.
Competitor Analysis:
The process of identifying competitor, Assessing their Objective, strategies, strength and weakness and reaction pattern, and selecting which competitor to attack and avoid.
1-Identifying Competitor: Identifying Competitor would seem a simple task; As All companies can easily identify the competitors as other companies offering the same product to the same customer at the same time and same price.


Example of Pepsi Cola and Coca Cola,

Example of Ritz Carlton a four season hotel, Hmpton Inn












Mostly companies face the much wider ranges of the competitors. Company might define their competitors as many firms are providing the same services, Pepsi cola would see itself competing against all other cold drink providing companies, they might include, coca cola, Amrat cola, RC Cola, etc
Companies must avoid competitor myopia. In competitor Myopia Company always focus the some competitors, and they do not see other companies providing same products.




Kodak oldest photographic company, seeing only Fuji Film

Result: Sony, Canon etc left the Kodak behind in the digital imaging market




Company can identify their competitor industry point of view.



2-Assessing the competitors:
  • Determining competitor objectives
  • Identifying competitor’s strategies
  • Assess their strength and weakness
  • Estimating competitor reactions
Determining competitor objectives:

Each competitor has mix of objectives, The Company know the relative importance that competitor places on current market share, growth, ash flow, technological leadership and other goals. Company also must monitor its competitor’s objectives.

Identifying competitor’s strategies:
Companies can identify the competitor strategies by comparing their strategies to the other firm; Strategic group is a group of firm in an industry following the same or similar strategy.



Assessing Competitors Strength and weakness:
Marketers need to assess each competitor’s strength and weakness carefully, so they can understand easily about the competitors that what their competitors can do.
Companies normally learn about their competitor’s strength and weakness through secondary data and personal experience.

Bench Marking: It is a process of comparing the company’s products to improve quality and performance.




Now a days bench marking has become a powerful tool for increasing a company’s competitiveness.


Estimating Competitor Reactions:
After doing all, the company estimate the competitor reaction, that what will the competitor does. As each competitor have certain philosophy of doing business. So each competitor can react differently.
Some do not react quickly but some can react swiftly and strongly to any action.

· Example of P&G (Proctor and Gamble)
  • does not let a new detergent easily in the market



3-Selecting competitors to attack and avoid:

There are several classes of competitors; company can focus one of them.

  • Strong and weak competitors
  • Close and distinct competitors
  • Bad and good competitors

Most companies prefer to compete against the weak competitors; this requires fewer resources and less time. But firm may gain little.

Example of Adidas and Nike, not close to Timberland




Customer Value Analysis


Competitive Intelligence System

Achi ho gai ... wow....Alhamdo Lillah

__________________
(¯`v´¯)
`*.¸.*`

¸.*´¸.*´¨) ¸.*´¨)
(¸.*´ (¸.
Bzu Forum

Don't cry because it's over, smile because it happened
Reply With Quote
Reply

Tags
analysis, book, chapter, competitor, kotlar, marketing, material, presentation, principle


Currently Active Users Viewing This Thread: 1 (0 members and 1 guests)
 
Thread Tools Search this Thread
Search this Thread:

Advanced Search
Display Modes Rate This Thread
Rate This Thread:

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off
Trackbacks are On
Pingbacks are On
Refbacks are On


Similar Threads
Thread Thread Starter Forum Replies Last Post
Principle Component Analysis (PCA)Reports & Slides .BZU. Dataware Housing & data mining 0 22-01-2011 03:36 AM
Chapter 15,System Design : Book MIS Charles Parker; Presentation by Khuram .BZU. Management Information Systems 0 16-03-2010 12:05 AM
Presentation On Service Marketing (Marketing) By Khuram .BZU. Marketing 0 07-05-2009 05:47 AM

Best view in Firefox
Almuslimeen.info | BZU Multan | Dedicated server hosting
Note: All trademarks and copyrights held by respective owners. We will take action against any copyright violation if it is proved to us.

All times are GMT +5. The time now is 04:00 PM.
Powered by vBulletin® Version 3.8.2
Copyright ©2000 - 2024, Jelsoft Enterprises Ltd.