1. Marketing Management 2 Miss/ Eman Elfar
Section 1
Spring 2017/2018

2. Competitor Analysis What is the meaning of Competitor analysis?
it is the process of identifying, assessing, and selecting key competitors
What is the stage of Competitor analysis process?
Identifying the company’s competitors.
Assessing competitors’ objectives, strategies, strengths and weaknesses, and reaction patterns.
Selecting which or avoid.

3. Frist step: Identifying Competitors
Competitors can include: (what is the types of competitors)
The company’s competitors my be one of the following:
All firms making the same product or class of products
All firms making products that supply the same service
All firms competing for the same consumer dollars

4. Frist step: Identifying Competitors
What is the meaning of Competitive advantage?
It refers to an advantage over competitors gained by offering consumers greater value than competitors offer
What is the meaning of Competitor myopia ?
It refers to a firm focusing on what it considers to be it’s direct competitors and not being aware of indirect or a new competitors

5. Frist step: Identifying Competitors
How do the company identify their competitors? there are two points of view company depends on identifying? Industry point of view :refers to competitors within the same industry Market point of view :refers to competitors trying to satisfy the same customer need or building relationships with the same customer group Market point of view is considered to provide a broader set of actual and potential competitors and a competitor map

6. Frist step: Identifying Competitors
What is the competitor map ?
Competitor map illustrates the steps buyers take in obtaining the product . It highlights both competitive opportunities and challenges facing the firm
Center is the list of consumer activities
First outer ring lists main competitors
Second outer ring lists indirect competitors

8. Second step: Assessing Competitors
In assessing competitors , marketer should focus on :
Competitor’s objectives
Competitor’s strategies
Competitor’s strengths and weaknesses
Competitor’s actions and reactions

9. Second step: Assessing Competitors
Determining Competitor’s Objectives
Competitor’s objectives include:
Profitability
Market share growth
Cash flow
Technological leadership
Service leadership

10. Second step: Assessing Competitors
Identifying Competitor’s Strategies: A strategic group is a group of firms in an industry following the same or similar strategy in a given target market Competition is most intense within a strategic group. Because of overlapping customers , competition among strategic groups lack of perceived differentiation, and expansion of one strategic group into new segments

11. Second step: Assessing Competitors
Identifying Competitor’s Strategies: Companies need to understand the competitor’s ability to deliver value to its customers through analyzing competitors’: * Product quality * Product features * Customer service * Pricing policy * Distribution coverage * Sales force strategy * Promotion programs * Financial strategies * R&D

12. Second step: Assessing Competitors
Assessing Competitor’s Strengths and Weaknesses :
Companies gather information about competitors through :
Primary data
Secondary data
Personal experience
Word of mouth
Benchmarking is the comparison of the company’s products or services to competitors or leaders in other industries to find ways to improve quality and performance

13. Second step: Assessing Competitors
Estimating Competitor’s Reactions
How do the marketing can Estimating Competitor’s Reactions?
Competitor’s Reactions can be estimated through developing an understanding of a given competitor’s mentality, culture, values, and way of doing business.