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Situational Analysis

Situational Analysis. Industry & Competitor Analysis. Industry Analysis. Why is industry analysis an essential component of marketing planning?. Market Attractiveness. Size, growth, & competitive intensity of a market Is the industry sufficiently attractive to warrant investment in it?.

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Situational Analysis

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Presentation Transcript

  1. Situational Analysis Industry & Competitor Analysis

  2. Industry Analysis • Why is industry analysis an essential component of marketing planning?

  3. Market Attractiveness • Size, growth, & competitive intensity of a market • Is the industry sufficiently attractive to warrant investment in it?

  4. What are the Bases for Industry Analysis? • Aggregate market factors • Competitive factors • Environmental factors

  5. Attractiveness to Entrants

  6. Why should marketers know the competition?

  7. Competitor Analysis • Assess current objectives • Assess current strategies • Assess capabilities • Assess commitment

  8. Future Goals Current Strategy What drives the competitor Competitor’s Response Profile Is the competitor satisfied with its current position? What likely moves or strategy shifts will the competitor make? Where is the competitor vulnerable? What will provide the greatest and most effective retaliation by the competitor? Held about itself and the industry Both strengths and weaknesses Assumptions Capabilities

  9. Goals • Should fit with corporate goals and objectives • Indicates level of aggressiveness • Growth • Profitability • Cash flow

  10. Current Strategies • Positioning • Target market selection • Core strategy • implementation

  11. Capabilities • Ability to conceive/design • Ability to produce • Marketing abilities • Financial resources • Ability to manage

  12. Tools for Evaluating Capabilities • Competitive Grid • Compares your firm and major competitors on assets and skills most relevant to competitive strength.

  13. Competitive Grid of American and Japanese Luxury Cars in U.S. Market

  14. Competitive Profile Analysis Competitive Factor Co. A Co. B Co. C Your Co.

  15. Benefits of Tools • Identifies competitors’ strengths and weaknesses relative to your own. • Identifies windows of opportunity. • Identifies positioning strategies

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