竞争对手分析工具培训

2019/9/16Xueliu,GSM,PKU1北京大学光华管理学院刘学2019/9/16Xueliu,GSM,PKU2Whoareyourrivals?•Acompetitivearenamaybeasbroadasanindustryorasnarrowasproductmarket.Usually,thetacticaldecisionneedsnarrowdefinitionofcompetitivearena,butstrategicdecisionneedsbroaderone.Thearenadefinitionisdeterminedbychoiceamongfourdimensions•thearrayofproductorservicecategories(singleproductversusbroadcategory);•theclass/segmentsofcustomers(singleormultiplesegments);•geographicscope(singleregionorcountryversusglobal);•numberofactivitiesinthevaluechain(manyversusfew)2019/9/16Xueliu,GSM,PKU3Identifyingarenas•Oneofthekeywaysacompetitivearenaistoexaminethepatternsofsubstitution:supply-sideanddemand-sideperspective.•Substitutionfromthedemandside:customer-definedarenas:–cross-elasticities–brand-switchingdata.–Judgmentaldata:customerjudgmentsofsubstitutabilitycanbeobtainedbyaskingasampleofcustomerstoindicatethedegreeofsubstitutabilitybetweenallofpossiblepairsofproductsorbrandsonratingscale.2019/9/16Xueliu,GSM,PKU4ProductindustryhierarchyhousewaresFoodpreparationappliancescoffeemakerspercolatorsDripcoffeemakersProductfeaturesandpriceoptionsProductfeaturesandpriceoptionsbrandsbrandsindustryProductclassProducttypeProductvariants2019/9/16Xueliu,GSM,PKU5CompetitiveadvantagecyclePerformanceRewards•Satisfaction•profits•Loyalty•shareInvestmentinrenewalSourceofadvantage•superiorassets•superiorcapacitiesCompetitivedynamicsErodeadvantagesPositionaladvantagesrealized•superiorcustomervalueKeysourcefactorsBarrierstoimitation2019/9/16Xueliu,GSM,PKU6Mapofwomen’sclothingretailers•••Women’swearvalueformoneyWomen’swearfashionability•••••••••••••••••••2019/9/16Xueliu,GSM,PKU7Substitutionfromsupplyside•Whichrivalsareservingrelatedproductclasswiththesametechnology,manufacturingprocesses,materialresources,salesforce,anddistributionchannels?•Whatisthegeographicscopeofthemarket?itisregionalorglobal?•Whichcompetitorsshouldbeincluded-onlythosepresentlyservingthemarketorpotentialentrantswithcapacitytocompete?2019/9/16Xueliu,GSM,PKU8WhatStrategicMovesAreRivalsLikelytoMakeNext?•Afirm’sownbeststrategicmovesareaffectedby–Currentstrategiesofcompetitors–Actionscompetitorsarelikelytotakenext•Profilingkeyrivalsinvolvesstudying–Currentpositioninindustry–Strategicobjectives–Basiccompetitiveapproaches2019/9/16Xueliu,GSM,PKU9CompetitorAnalysis•Successfulstrategiststakegreatpainsinscoutingcompetitors–Understandingtheirstrategies–Watchingtheiractions–Evaluatingtheirvulnerabilitytodrivingforcesandcompetitivepressures–Sizinguptheirresourcestrengthsandweaknessesandtheircapabilities–Tryingtoanticipaterivals’nextmoves2019/9/16Xueliu,GSM,PKU10PredictingMovesofRivals•Predictingrivals’nextmovesinvolves–Analyzingtheircurrentcompetitivepositions–Examiningpublicpronouncementsaboutwhatitwilltaketobesuccessfulinindustry–Gatheringinformationfromgrapevineaboutcurrentactivitiesandpotentialchanges–Studyingpastactionsandleadership–Determiningwhohasflexibilitytomakemajorstrategicchangesandwhoislockedintopursuingsamebasicstrategy2019/9/16Xueliu,GSM,PKU11竞争对手行为推断架构信息或知识动机可能的行动空间资源感知环境假设行动行动的可能性2019/9/16Xueliu,GSM,PKU12竞争对手分析目标假设现行战略潜在能力反应目标是什么目标忠实度现实与目标的差距自身、对手行业趋势主动行动？对我们战略的反应2019/9/16Xueliu,GSM,PKU13竞争对手的潜在能力•快速反应的能力：•适应变化能力：外部注意力及判断；资源--现金储备、借贷能力、尚未推出的新产品•持久竞争能力：资金储备、技术、管理层的一致性•增长潜力：人力资源、资本、战略能力2019/9/16Xueliu,GSM,PKU14竞争对手分析与企业情报系统•竞争对手情报系统:建立竞争对手档案a.动态简报;b.分类分析简报;c.战略分析报告•供应商情报系统:a.品种及规格;b.质量;c.价格;d.销售人员个人信息•客户情报系统:a.客户的采购决策人信息;b.客户的财务状态信息--信用评价