BY: SANDEEP KR.

SONI
Building strong brands requires a keen understanding
of competitors, and competition grows more intense
every year. A competitive and environmental analysis of
our markets should include all the key influencing
factors that affect the way in which WE can compete.

“Poor firms ignore their competitors.

Average firms copy their competitors.
Winning firms lead their competitors”.
THE MAIN TYPE OF COMPETITIVE
ANALYSIS:

 THE FIVE FORCES.

 BENCHMARKING AND COMPETITIVE
ANALYSIS.

THREAT OF:
 INTENSE SEGMENT
RIVALRY.
 NEW ENTRANTS.
 SUBSTITUTE
PRODUCTS.
 BUYERS GROWING
BARGAINING POWER.
 SUPPLIERS GROWING
BARGAINING POWER.
Benchmarking:
Benchmarking is used to ascertain how well you are doing
against the competition. Are there areas that you can learn
from the competition? Are there ideas in markets outside your
own that would be worth bringing into your market to give you
a competitive advantage?
Consequently often adoption of the competition's good ideas is
the best way forward (although perhaps after a little fighting to
test whether the ideas are sound). But learning from the
competition, doesn't mean following the competition. This
approach, known as an "invest in your threats" strategy.

Competitor analysis:
Competitor analysis has two primary activities-
1) obtaining information about important competitors,
2) using that information to predict competitor behavior.
 WHAT DRIVES THE WHAT THE COMPETITOR
COMPETITORS? IS CAPABLE OF DOING

The goal of competitor

analysis is to understand:

 with which competitors

to compete.

 competitors' strategies
and planned actions.

 how competitors might

react to a firm's actions.

 how to influence
competitor behavior to
the firm's own advantage.
 DIRECT SOURCES INDIRECT SOURCES
ACTIVE PASSIVE
• CUSTOMER/CLIENT
INTERVIEWS
• TRADE SHOWS. •WEB
o COMPANY SITES • CUSTOMER SURVEYS
• TECHNICAL o PORTALS
CONFERENCES. o SEARCH ENGINE • SALES FORCE

•MEETING AND •PRESS RELEASE • MARKETING TEAM

PANELS.
•MARKET ANALYSTS • SUPPLIERS AND PARTNERS

•FINANCIAL • FORMER EMPLOYEES

ANALYSIS

•EMPLOYMENT ADS
oWE MAY SHARE
CLIENTS,
SUPPLIERS SUPPLIERS
ORGANIZERS AND
SUPPLIERS WHO
CAN BE GOVERNMENT INVESTORS
INTERVIEWD.
THEY
oALWAYS WE
PRESS
REMEMBER,
EVERY COMPANY MARKETING
FORCE
HAS MANY NEEDY
WEB
EMPLOYEES WITH
LOOSE LIPS. ORGANIZERS

oWHENEVER SHOWS

MONEY IS
EXCHANGED, SO CLIENTS
IS INFORMATION.
WE HAVE GOOD CENTRALIZED
PROFESSIONALS AND ORGANIZATION
ARTIST WHO DELIEVER
THE BEST.

WE CAN ACCESS MOST OF THE WE HAVE 309 EXISTING

CORPORATES & WILL SATISFY COMPETITORS TO COMPETE
THEM WITH NEW IDEAS. WITH & NEW ENTRANTS.
 THEY WE

VARIOUS EXHIBITION STALLS WE DON’T FLAUNT IT.

CATEGORY.

TIED UP WITH GOVERNING BODY OF WE DON’T HAVE.

EXHIBITION AND ORGANIZERS.

BETTER WEB DISPLAY OF GOOD BUT NEEDS TO IMPROVE.

ORGANIZATION’S WEB SITE.
 THESE FIRMS HAVE THE LARGEST
40% MARKET SHARE IN THE RELEVANT
MARKET (EXHIBITION) MARKET AND COMPETITION
LEADER OF HIGH LEVEL.

IT CAN ATTAACK THE MARKET LEADER,

30% MARKET FIRMS ITS OWN SIZE THAT ARE NOT DOING
CHALLENGER THE JOB AND ARE UNDERFINANCIAL.

THESE FIRMS ARE FOLLOWER OF THE

20% MARKET MARKET.
FOLLWER

TO BE A LEADER IN SMALL MARKET IS

MARKET
10% NICHERS
BETTER THAN BEING A FOLLWER IN A
LARGE MARKET.