Chapter 3 - Outline

Chapter 3 - Outline - Category Analysis MKTG 350 Tuesday,...

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Category Analysis MKTG 350 Tuesday, February 5
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Today’s Objectives Identify factors affecting category attractiveness Conduct a category attractiveness analysis using Porter’s Five Forces Model Examine how to use Porter’s Five Forces to stake out a position in an industry Identify aggregate market factors and environmental factors that influence category attractiveness
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Category Factors The threat of new entrants The bargaining power of buyers The bargaining power of suppliers The amount of intra-category rivalry The threat of substitute products ~ Porter 1980
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Category Factors : Barriers to Entry Barriers to entry make threat of new entrants low , resulting in higher category attractiveness
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Category Factors: High Buyer Bargaining Power High buyer bargaining power lowers category attractiveness
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Category Factors: High Buyer Bargaining Power High buyer bargaining power lowers category attractiveness (Cont’d)
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Chapter 3 - Outline - Category Analysis MKTG 350 Tuesday,...

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