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Competitor Analysis

Competitor Analysis. Competition is part of marketing concept Who are your competitors? How should you compete? . Identifying Competitors. 1. Similar products, similar prices 2. Similar products 3. Products that supply same service 4. All rivals for same dollars.

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Competitor Analysis

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  1. Competitor Analysis

  2. Competition is part of marketing concept • Who are your competitors? • How should you compete?

  3. Identifying Competitors • 1. Similar products, similar prices • 2. Similar products • 3. Products that supply same service • 4. All rivals for same dollars

  4. Industry view of competition • Who competes with Brian Head Ski Resort? • Market view of competition (Product/market concept) • Who competes with Brian Head Ski Resort?

  5. Should Identify Competition's... • Objectives • Strategies • Strengths and weaknesses  • Reaction Patterns • ƒ (objectives, strategies, strengths/weaknesses)

  6. Balancing Customer & Competitor Orientations • Competitor-centered company • Customer-centered company • Market-centered company

  7. From Sun Tzu, The Art of War: •   The general who wins makes many calculations in his temple before the battle is fought. The general who loses a battle makes but few calculations beforehand. p. 11 • To fight and conquer in all your battles is not supreme excellence; supreme excellence consists in breaking the enemy's resistance without fighting. p. 15  • If you know the enemy and know yourself, you need not fear the result of a hundred battles,. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle. p. 18

  8. Point of Interest • There is a Society of Competitive Intelligence Professionals: • http://scip.org/

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