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    Defining The Competitive Set

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    Zenedel De Jesus
    This document discusses defining a company's competitive set by examining competitors across multiple levels or bases of competition. It identifies customer-oriented, marketing-oriented, resource-oriented, and geographic bases for competition. At different levels - product form, product category, generic, and budget - a company may have different sets of direct and indirect competitors. The document provides examples of how Diet Coke may compete at each level and suggests developing strategies tailored to the specific level and selected competitors.

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    Defining The Competitive Set

    Uploaded by

    Zenedel De Jesus
    68 views16 pages
    This document discusses defining a company's competitive set by examining competitors across multiple levels or bases of competition. It identifies customer-oriented, marketing-oriented, resource-oriented, and geographic bases for competition. At different levels - product form, product category, generic, and budget - a company may have different sets of direct and indirect competitors. The document provides examples of how Diet Coke may compete at each level and suggests developing strategies tailored to the specific level and selected competitors.

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    This document discusses defining a company's competitive set by examining competitors across multiple levels or bases of competition. It identifies customer-oriented, marketing-oriented, resource-oriented, and geographic bases for competition. At different levels - product form, product category, generic, and budget - a company may have different sets of direct and indirect competitors. The document provides examples of how Diet Coke may compete at each level and suggests developing strategies tailored to the specific level and selected competitors.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    68 views16 pages

    Defining The Competitive Set

    Uploaded by

    Zenedel De Jesus
    This document discusses defining a company's competitive set by examining competitors across multiple levels or bases of competition. It identifies customer-oriented, marketing-oriented, resource-oriented, and geographic bases for competition. At different levels - product form, product category, generic, and budget - a company may have different sets of direct and indirect competitors. The document provides examples of how Diet Coke may compete at each level and suggests developing strategies tailored to the specific level and selected competitors.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 16

    DEFINING THE COMPETITIVE

    SET
    WHOARE THE COMPETITORS OF DIET
    COKE?
    BASES FOR COMPETITION

     CUSTOMER ORIENTED
     MARKETING ORIENTED
     RESOURCE ORIENTED
     GEOGRAPHIC
    CUSTOMER ORIENTED

    WHO THEY ARE?


    WHEN THEY USE IT?
    WHY THEY USE IT?
    MARKETING ORIENTED

     ADVERTING AND
    PROMOTION
     THEME
     MEDIA
     DISTRIBUTION
     PRICE
    RESOURCE ORIENTED

     RAW MATERIALS
     LABOR
     FINANCIAL RESOURCES
    GEOGRAPHIC

    LOCATIONS
    MARKET AREAS
    LEVELS OF COMPETITION

    PRODUCT FORM
    PRODUCT CATEGORY
    GENERIC
    BUDGET
     EX. DIET COKE
    LEVEL OF COMPETITORS
    COMPETITION
    PRODUCT FORM OTHER DIET COLAS

    PRODUCT CATEGORY OTHER SOFTDRINKS

    GENERIC OTHER BEVERAGES

    BUDGET FOOD AND


    ENTERTAINMENT
    OVERLAPPING MARKET SEGMENTS

    MARKET
    SEGMENTS
    GENERIC COPETITORS BUSINESS TOURISTS STUDENTS
    TRAVELLE
    RS
    AIRLINE X X
    BUS X X
    TRAIN X X
    AUTOMOBILE(OWNE X
    D)
    AUTOMOBILE (RENT) X
    METAMEDIARIES

     BUNDLES DISPARATE
    PRODUCTS TO FULFILL
    NEEDS
     EX. AUTOMOBILE +
    FINANCING+ INSURANCE +
    WARRANTIES +
    MAINTENANCE + SERVICE
    PRODUCT STRATEGY
    IMPLICATIONS
    LEVEL OF MAKETING STRATEGY
    COMPETITION
    PRODUCT FORM Convince CUSTOMERS that BRAND is
    better in the product form
    CATEGORY Convince CUSTOMERS that PRODUCT
    is better in the category
    GENERIC Convince CUSTOMERS that the
    CATEGORY is better in the Generic
    category
    BUDGET Convince CUSTOMERS that GENERIC
    BENEFITS is the most appropriate for
    the BUDGET
    METHODS OF DETERMINING
    COMPETITORS
     MANAGERIAL JUDGEMENT
     CUSTOMER BASED
    MEASURES
     USING BEHAVIORAL DATA
     USING CUSTOMER
    JUDGEMENT ( FOCUS
    GROUPS)
    COMPETITOR SELECTION

    LEVEL OF COMPETITION

    STRATEGY

    SELECTIVE COMPETITOR FOCUS


    THINGS TO CONSIDER IN
    COMPETITORS SELECTION
     TIME HORIZON
     SHORT TERM ( I YR) PRODUCT FORM
     LONG TERM (> 1 YR) ALL LEVELS
     PRODUCT LIFE CYCLE
     EARLY GROWTH PRODUCT FORM
     MATURE PRDUCT/CATEGORY
     TECHNOLOGICAL CHANGE
     RAPID ALL LEVELS
    COMPETITOR SELECTION

    LEVEL OF COMPETITION

    STRATEGY

    SELECTIVE COMPETITOR FOCUS

    ENTERPRISE COMPETITION

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