Transcript Questions to Structure Competitor Analysis

Questions to Structure
Competitor Analysis
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Who are the competitors?
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Who are our most intense competitors?
Who are the makers of substitute products?
Who are potential competitors? What are the
barriers to entry? How can we discourage
potential competitors?
Can competitors be grouped into strategic groups
on the basis of assets, skills or strategies?
Kelley Fall 2001 Marketing
Management
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Evaluating Competitors
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What are their strategies?
What is the level of their commitment?
Which competitors are most successful
overtime? Why?
What is the strength of each competitor
or strategic group?
What leverage points (our weaknesses)
could competitors exploit?
Kelley Fall 2001 Marketing
Management
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Identifying Relevant Assets
and Skills
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Why are successful businesses
successful?
Why are unsuccessful businesses
unsuccessful?
What are the key customer motivations
in choosing a competitor?
What are the competitive advantages of
competitors?
Kelley Fall 2001 Marketing
Management
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Competitor Strength Grid
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Assets and Skills
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Product Quality
Position
Market Share
Packaging
Sales Force/Distribution
Advertising
Kelley Fall 2001 Marketing
Management
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Questions in Conducting a
Market Analysis
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Size and Growth
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What are the important and potentially
important submarkets?
What is the size and growth characteristics
of these submarkets?
What submarkets are or will soon decline?
How fast will the submarkets decline?
Will there be pockets of enduring demand?
Kelley Fall 2001 Marketing
Management
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Questions in Conducting a
Market Analysis
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Profitability - For each submarket
consider:
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How intense is competition between firms?
What is the threat of new entrants and
substitute products?
What is the bargaining power of suppliers
and customers?
How profitable is the submarket?
Kelley Fall 2001 Marketing
Management
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Questions in Conducting a
Market Analysis
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Cost Structure
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What are the major cost and value-added
components for various types of
competitors?
Kelley Fall 2001 Marketing
Management
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Questions in Conducting a
Market Analysis
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Distribution systems
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What are the alternative channels of
distribution?
How are the channels of distribution
changing?
Kelley Fall 2001 Marketing
Management
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Questions in Conducting a
Market Analysis
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Trends
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What demographic, economic and social
trends are taking place in the market?
Kelley Fall 2001 Marketing
Management
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Questions in Conducting a
Market Analysis
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Key Success Factors
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What are the key success factors needed
to compete successfully?
How will these success factors change in
the future?
How can the key success factors of
competitors be neutralized?
Kelley Fall 2001 Marketing
Management
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