竞争对手分析工具.pdf

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•superior capacities
Positional
advantages Performance Rewards
Investment
realized • Satisfaction • profits
in renewal
•superior • Loyalty • share
customer value
Competitive dynamics
Barriers
Erode advantages
to imitation
2010-9-8 Xueliu,GSM,PKU 5Map of women’s clothing retailers
Women’s wear fashionabilityWomen’s wear
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2010-9-8Women’s Xueliu,GSM,PKUwear value for money 6Substitution from supply side
• Which rivals are serving related product
class with the same technology,
manufacturing processes, material resources,
sales force, and distribution channels?
• What is the geographic scope of the market?
it is regional or global?
• Which competitors should be included-only
those presently serving the market or
potential entrants with capacity to compete?
2010-9-8 Xueliu,GSM,PKU 7What Strategic Moves Are
Rivals Likely to Make Next?
• A firm’s own best strategic moves are affected by
– Current strategies of competitors
– Actions competitors are likely to take next
• Profiling key rivals involves studying
– Current position in industry
– Strategic objectives
– Basic competitive approaches
2010-9-8 Xueliu,GSM,PKU 8Competitor Analysis
• Successful strategists take great pains in
scouting competitors
– Understanding their strategies
– Watching their actions
– Evaluating their vuln