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13 Cards in this Set

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competition in marketplace
It is healthy to have competition in the marketplace
competition in marketplace -2
The more competitive a company’s market is, the more careful the company needs to be in studying its customers, collaborators and competitors
major competitors’ key competitive characteristics
1.objectives
2.strategies
3.reactive patterns
4.strengths/weakness
customer value analysis
1. ask customers what performance level and attributes they look for in product
2.rate importance of attributes and see what performance they and their competitors are
3.help reveal strengths and weakness relative to competitors
how are markets defined (4 ways)
1.market leader-McD's
2.market challenger-Pepsi
3.market follower-national car rental
4.market nicher-sensodyne
market leader strategies
1.expanding the total market
2.expanding market share
3.defending market share
defense strategey for leader
1.position
2.flank
3.preemtive
4.counteroffensive
5.mobile
6.contraction
market challenger strategy
choose strategy and weapon
attack strategies
1.frontal-head on
2.flank-weak spot
3.encirclement-several angles
4.bypass-ignore
5.gorilla-attack where not expected
attack weapons
1.product proliferation
2.presige goods
3.product innovation
4.lower-priced goods
market follower strategies(3)
1.Cloner – Emulating the market leader’s product, brand name, packaging, price, promotion, distribution, etc.
2.Imitator – Copying something from the market leader but maintaining differentiation in packaging, price, promotion, etc.
3.Adapter – Adapting the market leader’s product for a different market.
Customer-centered companies
focus on customer needs/wants when formulating strategies.
Competitor-centered companies
focus on what competitors are doing when formulating strategies.