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Dealing with Competition
Marketing Management, 13th ed
11
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-2
Chapter Questions
• How do marketers identify primary competitors?
• How should we analyze competitors’ strategies, objectives, strengths, and weaknesses?
• How can market leaders expand the total market and defend market share?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-3
Chapter Questions (cont.)
• How should market challengers attack market leaders?
• How can market followers or nichers compete effectively?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-4
Figure 1.1 Five Forces Determining Segment Structural Attractiveness
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-5
Industry Concept of Competition
• Number of sellers and degree of differentiation
• Entry, mobility, and exit barriers
• Cost structure
• Degree of vertical integration
• Degree of globalization
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-6
Figure 11.2 Strategic Groups
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-7
Figure 11.4 A Competitor’s Expansion Plans
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-8
Table 11.1 Customer Ratings of Competitors on Key Success Factors
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-9
Strengths and Weaknesses
Share of marketShare of market
Share of mindShare of mind
Share of heartShare of heart
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-10
Table 11.2 Market Share, Mind Share, and Heart Share
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-11
Figure 11.5 Hypothetical Market Structure
10%
Market
Nichers
20%
Market
Follower
30%
Market
Challenger
40%
Market
Leader
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-12
Figure 11.6 Six Types of Defense Strategies
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-13
Figure 11.7 Optimal Market Share
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-14
Other Competitive Strategies
Market
Challengers
Market
NichersMarket
Followers
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-15
Market Challenger Strategies
• Define the strategic objective and opponents
• Choose a general attack strategy
• Choose a specific attack strategy
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-16
General Attack Strategies
Frontal Attack
Encirclement
AttackBypass Attack
Flank Attack
Guerrilla Warfare
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-17
Specific Attack Strategies
• Price discounts• Lower-priced goods• Value-priced goods• Prestige goods• Product proliferation• Product innovation
• Improved services• Distribution
innovation• Manufacturing-cost
reduction• Intensive advertising
promotion
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-18
Market Follower Strategies
Counterfeiter
Cloner
Imitator
Adapter
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-19
Niche Specialist Roles
• End-User Specialist• Vertical-Level
Specialist• Customer-Size
Specialist• Specific-Customer
Specialist• Geographic
Specialist
• Product-Line Specialist
• Job-Shop Specialist• Quality-Price
Specialist• Service-Specialist• Channel Specialist
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