Competitor Analysis Observe, Orient, Decide, Act

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Articulate the process for analysing competition • Understand the reasons for undertaking competitive analysis • Discuss how competition changes during the stages of a product lifecycle • Art... iculate how a brand’s relative market position affects strategic competition • Discuss how competitors are likely to react to a company’s competitive strategies • Identify the level of market attractiveness and barriers to market entry • Discuss why competitive analysis should consider a longer timeframe instead of focusing on short-term gains • Understand how timeframes, consumer needs and business goals are 2 linked to the notion of sustainable marketing Recommended readings • Lee, A. and Edwards, M.G. (2013) Marketing Strategy: A LifeCycle Approach. Cambridge University Press. - Chapter 4, Who will we share our future with? Competitor analysis. • Alstyne, M.W. Van, Parker, G.G. and Choudary, S.P. (2016) Pipelines, platforms and the new rules of strategy, Harvard Business Review, 94(4), pp.54-62. Michael Porter • The essence of strategy formulation is coping with competition Let’s discuss • Alstyne, Parker and Choudary’s, Pipelines, platforms and the new rules of strategy, Harvard Business Review • How has competition changed? Why study the competition? • It gives companies a sustainable competitive advantage (SCA) • SCAs are the long-term competencies that are developed and nurtured or inherited. These are competencies that a company does better than rivals to leverage profit from the market. The resource based view of market management see strategic competencies as originating from: • Superior skills, or • Superior resources (Day and Wensley 1988) OODA in practice • Get into the habit of keeping an eye on your competition + changes in the market place • Create a structure for OODA in your company • What are the competitor’s objectives • What are their current strategies to reach these objectives? How successful have they been? Why? • What are the capabilities of the competitors to implement their strategies? • What are their likely future strategies [Show More]

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