1. Competition

2. Competitive Forces Segment rivalry New entrants Substitute products
Customer bargaining power
Supplier bargaining power

3. Who is the competitor? Identifying competition is critical
Entry barriers
Exit barriers
Industry classification
Market classification

4. Are all customers equal?
Vulnerable
High
Let them go
Maybe dissatisfied and unhappy. Try to retain
They are happy, but you may not want them
Loyal and happy. Retain
Low
Low
High
Valuable

5. Identifying Competition
Share of market – actual market share
Share of mind – top of mind recall for brand/company
Share of heart – preference for brand/company

6. Which competitors to focus on?
Strong vs weak
Close vs distant
Good vs bad

7. Defense Strategies Position defense Flank defense Premptive defense
Counteroffensive defense
Mobile defense
Contraction defense

8. Offence Strategies Frontal attack Flank attack Encirclement attack
Bypass attack
Guerilla attack

9. Customer and Competitor Orientations
Customer focused
Alert to market situations.
Product/service innovation
Has to be nimble in the market
Meeting needs profitably
Mostly reactive.
Cannot satisfy all customers
May have to compromise company goals