2 - 11/30/09 Chapter 3 - Understanding the Competitors...

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11/30/09 Chapter 3 - Competitor Analysis Chapter Three “There is one rule for industrialists and that is: Make the best quality of goods possible at the lowest cost possible, paying the highest wages possible.” - Henry Ford
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11/30/09 Chapter 3 - Competitor Identification Customer-Based Approaches Customer choices – What brand would you buy if your favorite was unavailable? Application associations – What applications? What brands for each application? What product substitutes?
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11/30/09 Chapter 3 - Competitor Identification Strategic Groups Pursue similar competitive strategies Have similar characteristics Have similar assets and competencies
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11/30/09 Chapter 3 - Competitor Analysis Potential Competitors Market expansion Product expansion Backward integration Forward integration Export assets or competencies Retaliatory or defensive strategies
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Unformatted text preview: 11/30/09 Chapter 3 - Understanding the Competitors Objectives and Commitment Image and Positioning Size, Growth & Profitability Current and Past Strategies Strengths and Weaknesses Cost Structure Exit Barriers Organization and Culture Competitor Actions Figure 11/30/09 Chapter 3 - The Value Chain Source: Reprinted with permission 1985 Michael Porter Margin Service Operatio ns Outboun d Logistics Inbound Logistics Marketin g & Sales Primary Activities Support Activities Firm Infrastructure Human Resource Management Technology Development Procurement 11/30/09 Chapter 3 - Cola Wars: Coca-Cola vs. PepsiCo Discussion Questions How do they each define their markets? Same? What are each companys strengths? How did the other respond to those? Why? What are each companys vulnerabilities? Did the other capitalize on those? Why?...
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This note was uploaded on 11/29/2009 for the course BUS ADM 751 taught by Professor Patterson during the Spring '07 term at Ohio State.

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2 - 11/30/09 Chapter 3 - Understanding the Competitors...

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