chapter questions
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Chapter Questions. How do marketers identify primary competitors? How should we analyze competition? strategies, objectives, strengths, and weaknesses How can market leaders expand the total market and defend market share? How should market challengers attack market leaders? - PowerPoint PPT PresentationTRANSCRIPT
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Chapter Questions
• How do marketers identify primary competitors?
• How should we analyze competition?
– strategies, objectives, strengths, and weaknesses
• How can market leaders expand the total market and defend market share?
• How should market challengers attack market leaders?
• How can market followers compete effectively?
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Competition isn’t always bad!
Bill Cade’s crickets
Furniture industry
Satellite radio
WHEN?
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Five Forces Determining Segment Structural Attractiveness
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Identifying Competitors
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Economic View of Competition
Pure Monopoly
Oligopoly
Monopolistic Competition
Pure Competition
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Analyzing Competitors
Share of market
Share of mind
Share of heart
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Hypothetical Market Structure
10%MarketNichers
20%Market
Follower
30%Market
Challenger
40%MarketLeader
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Optimal Market Share
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Question
Why can profits decrease
as market share expands?
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Other Competitive Strategies
Market Challengers
Market Nichers
Market Followers
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Fast Food Study
• McDonald’s is the market leader
• The “lighting rod” of criticism
• 1986 Hardee’s tries lower fat, no one follows.
• April 1991 McDonald’s introduces McLean
• July KFC and Arbys’ low fat products
• 2000 Subway becomes niche player (sandwiches)
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Market Follower Strategies
Counterfeiter
Cloner
Imitator
Adapter
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Market Niche Strategies
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Balancing Orientations
Competitor-Centered
Customer-Centered
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Group Discussion
How do you attack a Category Leader?
Take a position:
1. The best way to challenge a leader is to
attack its strengths.
2. The best way to attack a leader is
to adopt a flanking strategy.