aeroplame
Chapter 7
Competitive Positioning
Ch7. Competitive Positioning
•
•
•
•
•
•
•
•
Short Description
Background
Strategic Rationale & Implications
Strengths & Advantages
Weaknesses & Limitations
Process for Applying Technique
Summary
FAROUT
FT Press 2007. All Rights
Reserved.
Business and Competitive Analysis.
By C. Fleisher & B. Bensoussan.
Ch7.2
Ch7. Competitive Positioning
Short Description
• Analyze a position relative to one’s own in order to: – Preserve an advantage
– Attempt an improvement
– Withdraw from a market
• Looks at:
– Market share, client perceptions, current marketing strategies, prices and costs, and competitors’ positions.
FT Press 2007. All Rights
Reserved.
Business and Competitive Analysis.
By C. Fleisher & B. Bensoussan.
Ch7.3
Ch7. Competitive Positioning
Background
1950’s-60’s
•‘Corporate planning’ approach by firms founded on steady expansion in a stable financial environment.
•Marketing tells about product benefits in comparison with competition.
Late 60’s70’s
•Corporate planning shifts to strategic planning and management to as competition increases and market is more volatile.
•Marketing attempts to change perception of product in the mind of the customer by creating unique position.
1980’s- now
•Competitive positioning continues to evolve to provides information with importance to the development of a strategic plan by giving a firm an overview of its industry and enabling it to appraise its own competitive position.
FT Press 2007. All Rights
Reserved.
Business and Competitive Analysis.
By C. Fleisher & B. Bensoussan.
Ch7.4
Ch7. Competitive Positioning
Strategic Rationale & Implications
• Analysis should reveal firms’ position within an industry.
• Overview of industry as a whole.
• A variety of tools and models can assist, including:
Porter’s Five Forces Industry Analysis
Nine Forces Industry Analysis
BCG Matrix
McKinsey
Competitive Positioning
Ch7. Competitive Positioning
•
•
•
•
•
•
•
•
Short Description
Background
Strategic Rationale & Implications
Strengths & Advantages
Weaknesses & Limitations
Process for Applying Technique
Summary
FAROUT
FT Press 2007. All Rights
Reserved.
Business and Competitive Analysis.
By C. Fleisher & B. Bensoussan.
Ch7.2
Ch7. Competitive Positioning
Short Description
• Analyze a position relative to one’s own in order to: – Preserve an advantage
– Attempt an improvement
– Withdraw from a market
• Looks at:
– Market share, client perceptions, current marketing strategies, prices and costs, and competitors’ positions.
FT Press 2007. All Rights
Reserved.
Business and Competitive Analysis.
By C. Fleisher & B. Bensoussan.
Ch7.3
Ch7. Competitive Positioning
Background
1950’s-60’s
•‘Corporate planning’ approach by firms founded on steady expansion in a stable financial environment.
•Marketing tells about product benefits in comparison with competition.
Late 60’s70’s
•Corporate planning shifts to strategic planning and management to as competition increases and market is more volatile.
•Marketing attempts to change perception of product in the mind of the customer by creating unique position.
1980’s- now
•Competitive positioning continues to evolve to provides information with importance to the development of a strategic plan by giving a firm an overview of its industry and enabling it to appraise its own competitive position.
FT Press 2007. All Rights
Reserved.
Business and Competitive Analysis.
By C. Fleisher & B. Bensoussan.
Ch7.4
Ch7. Competitive Positioning
Strategic Rationale & Implications
• Analysis should reveal firms’ position within an industry.
• Overview of industry as a whole.
• A variety of tools and models can assist, including:
Porter’s Five Forces Industry Analysis
Nine Forces Industry Analysis
BCG Matrix
McKinsey