chapter-11-Analyzing-Your-Competitors

Unit11AnalyzingYourCompetitorsNEUSchoolofBusinessAdministration2/Chapter11BackgroundAccordingtothelimitedknowledgeprovidedbyMr.Smith,BiburySystemsmayhaverealizedthatitsrivalJKToysanditsproductDealerDanarecompetitivelythreatening.However,howmuchandhowwelltheyknowaboutDealerDanwillaffecttheirrespondingchangesinlaunchingBigBoss,includingmarketingstrategy,pricingstrategy,launchdate,etc.WhatinformationdoesBiburySystemshavetoanalyzeonDealerDan?NEUSchoolofBusinessAdministration3/Chapter11ASKINGQUESTIONSABOUTCOMPETITORS询问竟争对手的情况DESCRIBINGSIMILARITY描述相似性EXPRESSINGPOSSIBILITY表达可能性ObjectivesNEUSchoolofBusinessAdministration4/Chapter11Inthisunit...Don,Kate,DerekandEdwardhaveameetingtodiscussDealerDan.Clivegivesanoldfriendalift.HeaskssomequestionsandgetssomenewinformationaboutDealerDan.NEUSchoolofBusinessAdministration5/Chapter11Newwordsandexpressionsdrive驱动reliability可靠性weakness=faultpackaging包装partnership合伙人consultant顾问doconsultancywork做顾问工作givealift搭便车chat聊天（非正式）technically技术上的，学术上的confidential机密的compromise连累，为难，妥协budget预算estimate估计，估价sellingprice=offeringprice卖方出价retailprice零售价retailer=retaildealerproductionrun产量unitcost单位成本NEUSchoolofBusinessAdministration6/Chapter11NEUSchoolofBusinessAdministration7/Chapter11Whattoknow?BrainstormtheaspectsaboutDealerDan&JKToysthatBiburySystemsstaffneedtoanalyzeonTechnologyMarketingstrategies:packaging;advertising;advertisingbudget;sellingpriceProduction:unitcost;productionrunNEUSchoolofBusinessAdministration8/Chapter11WhatisthedifferencebetweenDealerDanandBigBoss?WhydoesDerekthinktheXR590isnotasgood?Willthedifferenceaffectthesalesandresponsesfromthemarket?How?whatdoesEdwardthinkofthepackagingofDealerDon?Theedge&theweaknessNEUSchoolofBusinessAdministration9/Chapter11Theedge&theweaknessDEREKJONES:Thetechnologyisthesameasours.Ihaveneverseentwoproductswhicharesosimilar.Inconceptanddesigntherearenobasicdifferences.None.HoweverIhaveexaminedthecomponentsandtheXR590...KATEMCKENNA:WhatistheXR590?DEREKJONES:TheXR590isthepowersourcewhichdrivesDealerDan.Ithinkithasafewweaknesses.It'snotasgood.Inmyopinionit'snotreliableenoughforchildren.DONBRADLEY:Exactlyhowunreliableisit?DEREKJONES:Ican'tsayexactly.Ihaven'tcompletedthetestsyet.It'stooearlytosay.KATEMCKENNA:Willitaffecttheirsales?DONBRADLEY:Derek?DEREKJONES:Notmuchinthefirstsixmonths,Isuppose.KATEMCKENNA:It'sthefirstsixmonthsthatareimportant.DONBRADLEY:Edward,whatdoyouthinkoftheirpackaging?EDWARDGREEN:Well,plentyofbrightcolours.It'llhavealotofimpactatpointofsale.NEUSchoolofBusinessAdministration10/Chapter11WhatisthedifferencebetweenDealerDanandBigBoss?WhydoesDerekthinktheXR590isnotasgood?Willthedifferenceaffectthesalesandresponsesfromthemarket?How?whatdoesEdwardthinkofthepackagingofDealerDon?It’llhavealotofimpactatpointofsale.TheXR590,whichisthepowersourceofDealerDan.Yes,butnotmuchinthefirstsixmonths.It’snotreliableforthechildrenNEUSchoolofBusinessAdministration11/Chapter11What’reClive’smoves?CliveismeetingPeter,whoisassumedtogetholdofimportantinformationaboutJKToys.WatchthedialoguebetweenCliveandPeterandAnswerthesequestions:1.WhatdoesPeterdo?2.WhatdoesCliveoffertoPeter?NEUSchoolofBusinessAdministration12/Chapter11What’reClive’smoves?CLIVEHARRIS:Nicetoseeyouagain,Peter.It'sbeenalongtime.PETERDAY:HowarethingsatBiburySystems?CLIVEHARRIS:Veryinterestingatthemoment.PETERDAY:I'vejustheardyou'regoingintopartnershipwitharathergoodJapanesecompany.CLIVEHARRIS:That'snotexactlytrue...Peter,areyoustilldoingconsultancywork?PETERDAY:Yes.Ihaven'tretiredyet!CLIVEHARRIS:Look,canIgiveyoualiftback?Wehaven'thadachancetochatforalongtime.NEUSchoolofBusinessAdministration13/Chapter111.WhatdoesPeterdo?Peterisaconsultant.2.WhatdoesCliveoffertoPeter?Givehimaliftback.NEUSchoolofBusinessAdministration14/Chapter11UnderstandingthedialoguesinthemeetingAmeetingisheldbyBiburySystemsstafftodiscussthecountermeasurestoreacttoDealerDanfromJKToys.1.WhatisthenameofadcompanyusedbyJKToys?2.WhenisthetelevisionadcampaignforDealerDanscheduled?3.DoesKateknowhowmuchJKToysisspendingonTVadvertising?NEUSchoolofBusinessAdministration15/Chapter11UnderstandingthedialoguesinthemeetingDONBRADLEY:Whathaveyoufoundoutabouttheirmarketingstrategy?KATEMCKENNA:Theyhavealreadyscheduledatelevisionadvertisingcampaign.DONBRADLEY:Whowith?KATEMCKENNA:E.G.N.C.KATEMCKENNA:E.G.N.C.Thecompanythattheyalwaysuse.DONBRADLEY:Whenisitscheduled?KATEMCKENNA:Sometimenextmonth,butIhaven'tfoundouttheexactdateyet.DONBRADLEY:HaveyouheardwhattheyarespendingonTVadvertising?KATEMCKENNA:Idon'tknow.GERALDINE:No,I'msorry,theyarestillinameeting.Idon'tknowhowlongthey'llbe.LetmetakeyournumberandIwillgetoneofthemtocallyouback.NEUSchoolofBusinessAdministration16/Chapter111.WhatisthenameofadcompanyusedbyJKToys?E.G.N.C.2.WhenisthetelevisionadcampaignforDealerDanscheduled?Sometimenextmonth.3.DoesKateknowhowmuchJKToysisspendingonTVadvertising?No.NEUSchoolofBusinessAdministration17/Chapter11CompetitorsAnalysisCompetitoranalysisinmarketingandstrategicmanagementisanassessmentoftheStrengthsandWeaknessesofcurrentandpotentialcompetitors.Thisan