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20061011114444792
20061011114444792
20061011114444792
What are their product/service features? What are their objectives / strategy?
4. Determine who has competitive edge 5. Figure what they are going to do
Advanced Marketing BiMBA 2006
Secondary data
Internal sources Internet Sales literature Local newspapers Business press Consultants
Primary data
Sales people Employees
Suppliers Consultants Investment bankers Help-wanted ads Trade shows Reverse engineering / benchmarking
Advanced Marketing BiMBA 2006
Company B Company C
= sales
Determining Objectives
Objective Company A* Company B Company C** Harvest Hold Growth Implication increase price, decrease promos maintain price and promos cut price, increase promos increase distribution
*Company appears to be short of cash **Short-term loss does not appear to be a concern
Company B
Company C
How visible is the very commitment to market? How aggressive are the managers? very
What now?
What will be competitors strategies? 1. continue as is 2. change due to
Changes in marketplace Changes in management Changes in financial goals Management judgment Simulation
How to determine new direction? What will be competitors reaction to our strategy?
Advanced Marketing BiMBA 2006