MARKETING

• COMPETITOR ANALYSIS
• COMPETITIVE FACTORS
• COMPETITIVE ADVANTAGE
• MARKETING INFORMATION
SYSTEM

Sagar Gupta
Parth Rai
Sahil Kumar Gupta
Piyush Tikmani
Tashu Pandey
 COMPETITIVE ANALYSIS

“Competitor analysis
in marketing and
strategic management
is an assessment of
the strengths and
weaknesses of current
and potential
competitors.
 OBJECTIVE

 To understand enough about the competitor.

 To understand competitors reactions to changes happening in the
market .
 to take into account the competitors' likely actions and response.
 To understand market behaviour and trends for a product.
 THE GOAL OF COMPETITOR ANALYSIS
is to understand…….

1.With which competitors to compete.

2.Competitors strategies and planned actions.
3.How competitors might react to a firm’s actions.
4.How to influence competitive behaviour to the firm’s own
advantage.
Competitor analysis has two primary activities

1. Obtaining info about important competitors.

2. Using that info. to predict competitor behaviour.
 HOW YOU DO COMPETIVE ANALYSIS?

Review the
Determine five matrices to Determine
Identify the
strategic areas Create a determine where the
current and
in which you competition which areas gaps are in the
potential
are matrix. your company competitive
competition.
competitive. is most matrix
vulnerable.
 Competition matrix (an example)

COMPETITOR SUSTAINABILITY QUALITY MEDIA SERVICE PRICE

Sustainable
Community Integrated Digital;
Gourmet, organic, Guaranteed
ZENOS investments, focus
gluten free
food conscious
satisfaction
High end
on agricultures & buyers
ecology

Corporate SocialRe Integrated digital, Competitive,

PAPA JOHNS sponsibility (CSR)
Quality ingredients
general audience
Fast delivery
discounts

Corporate SocialRe Integrated digital, Competitive,

PIZZA HUT sponsibility (CSR)
Quality ingredients
general audience
Fast delivery
discounts

Quality Two-tier,
Corporate SocialRe Integrated digital,
DOMINOS sponsibility (CSR)
ingredients,
general audience
Fast delivery discounted regular
customer input vs artisan
 COMPETITIVE FACTORS
A competitive factor is a feature or benefit considered key or essential to the promotion of
a product or service to its intended market. Because it is perceived as valuable by the
customer. It is a value element used to attract buyers.

1. Price
• Best price for each sale 3. Quality of Design
• Tracking/Predicting Market Trends

(Knowing, communicating, &

acting on customer's needs)
4. Quality of Manufacturing
• Stated Needs
• Implied Needs

Contd…..
 5. On-time Delivery
(every part/service
(calls, quotes, product,
exactly to spec)
etc.)

7. Features & Services

6. Order Lead Time
(non-product related)

8. Sales, Marketing,
Brand Name, 9. Technology
Reputation
PORTER’S FIVE FORCES
 COMPETITIVE ADVANTAGE
What is competitive advantage ?
• Leverage over your competitor.
• Differentiates you from others.

Competitive advantage can be:

Internal: easy access to raw material, R & D, access to info. and
technology.
External: products/services at an affordable cost, providing unique
product, advertisement.
 “Customers is the King”

“Being 1st in the market is not necessary but

being the best in the market is compulsory””
THREE FORMS OF GENERIC COMPETITIVE STRATEGY

• Cost leadership
strategy
• Differential strategy
• Focus strategy
Cost focus
Differentiation focus
MARKETING INFORMATION SYSTEM (MIS)

 MIS concerns with setting and maintaining

of a permanent system (network) to avail
necessary information on continious basis.

 The system consists of people,

equipment’s, facilities, and procedures
directed to gather, analyze, evaluate,
update, distribute, and preserve the
information to assist marketing decision-
making, i.e., analyzing, planning,
implementing, and controlling of
marketing activities.
 MARKET RESEARCH VS MIS

Marketing Research Marketing Information System

1.Emphasis is on handling external information 1.It handles both internal and external data.

2. It is concerned with preventing as well as solving

2.It is concerned with solving problems.
problems.

3.It operates in a fragmented fashion – on a

3.It operates continuously as a system.
project-to-project basis.

4.It is a source of input for marketing information 4.It includes other subsystems besides marketing
system. research.
COMPONENTS OF MIS

Internal
Report
System

Analytical Marketing
Marketing
System
MIS Intelligence
system

Marketing
Research
system
 ADVANTAGES OF MIS

Organized
data

Improved cross- Coordinated

departmental marketing
communication plan

MIS
Crisis
Swift
manageme
decision
nt
THANK YOU…….