macro- environment firm/ organization structure culture competencies resources or 7 „s“...
TRANSCRIPT
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Stakeholders, competitors and Marketing mix
analysis
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Stakeholders shape the operating environment
Macro-environment
Firm/ OrganizationStructureCultureCompetencies Resources or 7 „S“
OperatingEnvironment
Trade Association
Regulators
Union/employees
Competitors
Creditors Suppliers
Customers
Communities
Stockholders/shareholders
EconomicForces
EcologicalForces
Socio-culturalForces
TechnologicalForces
PoliticalForces
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Stakeholder analysis
Who matters, how much◦ Customers, suppliers, owners, workers,
community groups, government◦ At core, strategic, or environmental levels
What matters, why and when◦ What is at stake for the stakeholders? Why do
they care? When and how might they act?◦ What is at stake for the firm? What are the
likely impacts on the firm? Why? When? Response options
◦ Cooperate, compete, coopt, cut out...
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Stakeholders evaluation matrix
Importance to Firm
Low Average High
Low
Avera
ge
Hig
h
Infl
uen
ce o
n
Init
iati
ve
SH1SH3
SH2
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Competitive Analysis – beyond Porter 5 CFs
Competitors are the firms that compete to serve the same customers in the same marketplace.
Competitors can compete directly or indirectly.
Competition happens on two levels:1. Product or service competition
Competition at the level of the value proposition and marketing (covered in the first workshop)
2. Company competition Competition at the level of company strategy
Or: competition on the same NEEDS and competion in the same INDUSTRY!!!!! (e.g. well-being, beauty, leisure, education
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Analyzing competitors Product form competition:narrowest form, includes products
of the same product type. Product class/category competition: products with similar
features that provide the same basic function. Generic competition: products that fulfill same basic need. Budget competition: products that compete for the same
discretionary budget dollars.
Customer Awareness
Product Quality
Product Availability
Technical Assistance
Selling Staff
Competitor A E E P P G
Competitor B G G E G E
Competitor C F P G F F
Note: E = excellent, G = good, F = fair, P = poor.
Customer’s Ratings of Competitors on Key Success Factors – see also MKT mix analysis
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Marketing mix – analyzing competitors according MKT mix - example
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The best is to provide GAP ANALYSIS of marketing mix – what competitors have and do and what customers would like and do not like so much (the second step needs surveys and interviews with customers or complaints analyses)
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Review you STEEPLE analysis with the use of stakeholder analysis – for your project
Think about which issues competitors do and do different or do not do– GAP analysis of MKT mix – again for your project
DO NOT FORGET TO THINK ABOUT THE SPECIFICITIES OF THE COUNTRY ENVIRONMENT AND EU POSSIBLE IMPACT AS WHOLE!!!! – see for instance legislation to MKT mix variables from EU Commission web pages…. http://ec.europa.eu/legislation/index_en.htm
And interesting web page from Alex – public data: http://www.google.com/publicdata/directory?hl=en
task