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Ch 18 팀 2
Ch 18 팀 2
: Creating Competitive
Advantage
201702666 최윤영
201702667 최인용
Objectives outline
1. Discuss the need to understand competitors as well as cus-
tomers through competitor analysis
Assessing competitor’s
Selecting which com-
Identifying the com- objectives, strategies,
strength and weakness petitors to attack or
pany’s competitors
and reaction patterns avoid
Strong or Weak
Finding uncontested
competitors market spaces
Good or bad com-
• Customer value: an analysis con- petitors • Blue ocean strategy
ducted to determine what benefits
target customers value and how
they rate the relative value of vari-
ous competitors’ offers
Competitive strategies
Approaches to marketing strategy
Entrepreneurial mar-
keting
• More than three decades ago, Michael Porter suggested four basic competitive positioning strate-
gies that companies can follow - three winning strategies and one losing one. The three winning
strategies are as follows.
Overall cost
Differentiation Focus
leadership
Competitive strategies
Basic competitive strategies
• Two marketing consultants, Michael Treacy and Fred Wiersema, offer a more customer centered
classification of competitive marketing strategies. They suggest that companies gain leadership po-
sitions by delivering superior value to their customers. Companies can pursue any of three strate-
gies called value disciplines for delivering superior customer value.
판매
market nichers
10%
market challengers
30%
• Challenger
: they challenge the market leader and other competitors in an aggres-
sive bid for more market share or they can play with competitors.
• Follower
: they can learn from the market leader’s experience. although the fol-
lower will probably not overtake the leader, it often can be as profitable.
• Nicher
: the market nicher ends up knowing the target customer group so well
that it meets their needs better than other firms that casually sell to that
niche.
Balancing customer and competitor orientations
Customer-centered
tomers.
• Competitor orientation: pay attention to com-
petitors
Competitor Market ori- • Market orientation: pay attention to both cus-
orientation entation
tomer and competitor.