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The Marketing Environment and Competitor Analysis: - SWOT Analysis - PEST Analysis - Five Forces Analysis
The Marketing Environment and Competitor Analysis: - SWOT Analysis - PEST Analysis - Five Forces Analysis
Competitor Analysis
• SWOT analysis
• PEST analysis
• Five forces analysis
SWOT analysis
• Strengths (internal)
• Weaknesses (internal)
• Opportunities (external)
• Threats (external)
PEST analysis
• Political factors
• Economic factors
• Socio-cultural factors
• Technological factors
Political/legal
• Monopolies legislation
• Environmental protection laws
• Taxation policy
• Employment laws
• Government policy
• Legislation
• Others?
Economic Factors
• Inflation
• Employment
• Disposable income
• Business cycles
• Energy availability and cost
• Others?
Sociocultural factors
• Demographics
• Distribution of income
• Social mobility
• Lifestyle changes
• Consumerism
• Levels of education
• Others?
Technological
• New discoveries and innovations
• Speed of technology transfer
• Rates of obsolescence
• Internet
• Information technology
• Others?
Five forces analysis
Potential
entrants
Threat of
entrants
Threat of
substitutes
Substitutes
Source: Adapted from M. E. Porter,
Competitive Strategy, Free Press,
1980, p. 4.
Five Forces Analysis: Key
Questions and Implications
• What are the key forces at work in the competitive
environment?
• Are there underlying forces driving competitive
forces?
• Will competitive forces change?
• What are the strengths and weaknesses of
competitors in relation to the competitive forces?
• Can competitive strategy influence competitive forces
(eg by building barriers to entry or reducing
competitive rivalry)?
Analysis models
• Boston Box.
• GE matrix.
• Shell’s directional policy matrix.
The Boston Box
Figure 20.3
Boston Box
• Dog - holds a weak market share in a low growth market.
• Question mark - high market growth with low share.
• Star - a market leader in a growth market.
• Cash cow - as market growth starts to trail off, stars can
become cash cows.
• War horses - market leaders, whose cash generating position
under threat due to negative market growth.
• Dodos - low share of a declining market means that sales are
dwindling away.
GE matrix
Figure 20.4
Shell’s directional policy matrix
Figure 20.5
Types of growth
Intensive growth:
• Market penetration.
• Market development.
• Product development.
Diversified growth
Integrative growth - backward, forward, horizontal.
No growth - harvesting, entrenchment, withdrawal.
Competitor analysis
Figure 20.8
Source: Adapted from Wilson et al. (1992).
Concerns of an Org.’s competitive analysis (3)
3. What are competitive strengths and weaknesses
Learn by experience
Not easy to predict its reaction due to: its cost structures,
relative market positions, product life cycle, industrial
position etc.
Concerns of an Org.’s competitive analysis (1)
Table 20.2
Source: Wilson et al. (1992).
Generic strategies
Figure 20.9
Sources of differentiations
Figure 20.10
Attacking and defending
Figure 20.11
Source: Kotler and Singh (1981). Reproduced with permission of Thomson Media, Eleven Penn Plaza, New York, NY 10001
Defence strategies
Figure 20.12
Source: Kotler and Singh (1981). Reproduced with permission of Thomson Media Eleven Penn Plaza, New York, NY 10001.
Co-operative and independent strategies
Investment
Bankers
Consultants/
Specialized
Firms Sales Force
Primary
Data
Suppliers
Employees
Customers
Secondary Sources of Competitor Information
Customer Internal
Communi Sources Local
Consultants cations
Newspapers
Annual
Trade Press Reports
Patent
Internet Secondary data Filings
Promotional 10Ks
Literature
Business
Trade
Press
Associations
News Electronic Government
Releases Databases
Other Sources of Competitor Information
Help-Wanted
Advertisements
Hiring Key
Employees Trade Shows
Primary
Data
Monitoring Plant Tours
Test Markets
Reverse
Engineering
Assessing Competitors’
Strategies
• Marketing strategy
– Comparing value chains
– Marketing mix
• Pricing
• Promotion
• Distribution
• Product/Service capabilities
Criteria to Assess Technological Strategy