Macro- environment Firm/ Organization Structure Culture Competencies Resources or 7 „S“ Operating Environment Trade Association Regulators Union/ employees Competitors CreditorsSuppliers Customers Communities Stockholders/ shareholders Economic Forces Ecological Forces Socio-cultural Forces Technological Forces Political Forces
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...
Importance to Firm LowAverageHigh Low Averag e High Influence on Initiative SH1 SH3 SH2
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
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 AEEPPG Competitor BGGEGE Competitor CFPGFF Note: E = excellent, G = good, F = fair, P = poor. Customer’s Ratings of Competitors on Key Success Factors – see also MKT mix analysis
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)
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…. And interesting web page from Alex – public data: =en =en