CHAPTER Defining the Competitive Set 2 Key Question

CHAPTER Defining the Competitive Set 2 Key Question for This Chapter: Who do we or will we compete against? Mc. Graw-Hill/Irwin © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Major Topics for Ch. 2 I. Bases of Competition II. Levels of Competition* III. Methods for Determining Competitors** IV. Right Level of Competition for You Mc. Graw-Hill/Irwin © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Bases of Competition I. Product-oriented Approach Similar Physical Attributes Functional Similarity II. Customer-oriented Approach Who they are – competition for same budget When they use the product Why they use the product - benefits sought Mc. Graw-Hill/Irwin © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Bases of Competition (con’t). III. Marketing oriented: promotion & distribution - Media - Distribution IV. Resource-oriented Approach (Internal) - Raw materials - Employees - Financial resources III. Geographic: Becoming less relevant Mc. Graw-Hill/Irwin © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Levels of Competition Beer Ice cream Tea Regular colas Diet-Rite cola Wine Diet Pepsi Fast food Bottled water Baseball cards Mc. Graw-Hill/Irwin Diet lemon limes Fruit flavore d colas Diet Coke Lemon limes Coffee Product form competition: Diet colas Juices Product category competition: Soft drinks Video rentals Generic competition: Beverages Budget competition: Food and entertainment © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Example 1: Energy Bar Competition Other Snacks Healthy Snacks Snack/Health Bars Energy Bars Odwalla Power Balance Bar Clif Nutrigrain Bars Slimfast Bars Granola Bars Fruits Nuts Juice Crackers Chips Candy Mc. Graw-Hill/Irwin © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Example 2: Super-Premium Ice Cream Level of Competition Definition Product form Super-Premium Product category Ice cream Generic Snacks Desserts Novelties Budget Other supermarket, Convenience store products Mc. Graw-Hill/Irwin Competitors Haagen-Dazs Starbuck/Godiva Ben & Jerry’s Breyer’s Dreyer’s Private labels Frito Lay Nabisco Nestlé Mrs. Fields Yoplait Many © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Example 3: PDA Level of Competition Definition Competitors Product form Full-featured PDAs Product category PIM (Personal Information Managers) Generic Tablet PC/ Cell phones Budget $100 -$1, 000 Paper-based solutions Business items costing $100 -$1000 Mc. Graw-Hill/Irwin Palm Pilot VII Handspring Compaq Aero Pocket PC makers Palm III Royal Casio PV-100 Toshiba Nokia Samsung Need Satisfied Personal information management plus integrated communications PIM only Other solutions to the above Rolodex Day Timer Fax Machines Personal copiers Furniture (e. g. Steelcase) © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Levels of Competition: Implications for Product Strategy Competitive Level Product Management Task Product Form Convince Customers that the Brand is Better than Others Product Category Convince Customers that the Product Form is Best in the Category Generic Convince Customers that the Product Category is the Best Way to Satisfy Needs Budget Mc. Graw-Hill/Irwin Convince Customers that the Generic Benefits are the Most Appropriate Way to Spend their Money © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Methods for Determining Competitors* l. Existing categories: ex) IRI; SIC NAICS www. census. gov/epcd/www/naics. html l. Managerial judgment l. Customer-purchase-based measures l. Customer-judgment-based measures Mc. Graw-Hill/Irwin © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Managerial Judgment of Competition Product/Services Markets Same Different Mc. Graw-Hill/Irwin Same Different A B C D © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Customer-purchase-based measures Switching Data The Extent of Substitutability among Brands l Cross-Elasticity of Demand: l Change in Brand B’s Sales/ Change in Brand A’s Price l Brand l Mainly Mc. Graw-Hill/Irwin Used for Nondurable Products © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Brand-Switching Matrix A Time t Mc. Graw-Hill/Irwin Time t+1 B C D E A . 6 . 2 0 0 B . 2 . 3 . 4 . 1 0 C . 2 . 3 . 5 0 0 D 0 . 1 . 5 . 3 E . 1 0 0 . 4 . 5 © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Customer-Judgment-Based Measures l. Overall similarity (by Perceptual Mapping)* l. Similarity of consideration sets l. Product deletion (based on product unavailability) l. Substitution In Use: l l List all the uses of a product List other products that provides the same uses Mc. Graw-Hill/Irwin © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Perceptual Mapping l l Means graphic description of customers’ perception about different brands/products. You can use it to gain l Better understanding of market structure l Customer perceptions for a new product concept l Direction for R&D efforts to satisfy customers better Mc. Graw-Hill/Irwin © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Developing A Perceptual Map l Two Alternative ways l l l Attribute Rating method (AR) Overall Similarity method (OS) Attribute Rating Method l l l Data Cube (brands*attributes*respondents) Statistical Analysis (Factor Analysis) Find out two (or three) axes for the perceptual map Attribute Analysis Limitations Suitable for B-to-B products Mc. Graw-Hill/Irwin © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Developing A Perceptual Map l Overall Similarity method (OS) l l Suitable for consumer products and services Ask consumers’ perception the extent of similarity of pairs of items. Similarity Data Analysis (Multidimensional Scaling) You name the axes and infer the attributes Mc. Graw-Hill/Irwin © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Defining Competition with Perceptual Mapping example: desserts • Moist As a formal dessert • Bakery cake • Needs refrigeration Bakery pie • Pudding mix Local mix • • Jell-O D-zer ta • Homemade cake • • • Homemade pie Takes a long • Layer cake mix time to prepare • • Cheese cake mix Bundt cake mix • • • • Frozen pie Chocolate torte mix • • Frozen cake Boston crème pie mix • “ Stir’n Frost cake mix “Light Style” cake mix Custard mix • Tapioca pudding mix • Canned pudding • Individual pie • Quick bread mix Coffee cake mix • “Snackin’ Cake” mix • • Hostess cupcakes Date bar mix • Brownie mix • Homemade cookies Cookie mix • • Good for a coffee break • Mc. Graw-Hill/Irwin Bakery cookies • Pillsbury cookie dough • • Oatmeal cookies • Pepperidge Farm cookies • Between meal snack • Easy to carry with me In my school work lunch • © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Enterprise Competition in Financial Services Mc. Graw-Hill/Irwin © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Two Key Things to Remember I. How would you determine competition? II. Choose the focal level of competition* Mc. Graw-Hill/Irwin © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.

Right Level of Competition for You I. Your Firm’s Market Position II. Time Horizon III. Product Life Cycle and Technology Change IV. Your Position in the Firm Mc. Graw-Hill/Irwin © 2002 The Mc. Graw-Hill Companies, Inc. , All Rights Reserved.