Competitive Analysis Disclaimer All logos photos etc used

Competitive Analysis Disclaimer: • All logos, photos, etc. used in this presentation are the property of their respective copyright owners and are used here for educational purposes only © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 1

Competitive Analysis Benefits New Entrants Time for Corrective Action Detect new companies entering Surprise Avoidance Keep abreast of latest developments Competitor Forecast Predict what competitors will do Early warning system Competitive Analysis Benefits Customer Perception Focus on relevant competitors Lessons Learned Learn from other companies © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 2

Competitive Analysis Process Information Competitive intelligence Analysis Action Understanding Defense or offense Competitive Analysis Benefits © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 3

Competitive Information Sources Information Company Websites Useful for private equity firms Industry Analysts Reports on market and competitors Action Trade Publications Product, management, etc. Financial Analysts Analysis Industry-specific journals Competitive Information Sources Web Traffic Alexa, Compete, Google, etc. Social Media Top hashtags, keywords, users, etc. © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 4

Competitive Analysis Tools: Alexa Website Details Alexa. com dermagist Search Audience Demographics Search Analysis © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 5

Competitive Analysis Tools: Compete Unique Visitors Compete. com dermagist lifecellskin 7 minutelift Monthly Metrics PRO Account Data © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 6

Competitive Analysis Tools: Google Alerts dermagist Search Alert #1 Alert #2 Alert #3 … © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 7

Competitive Analysis Tools: Google Trends Event Timeline Google Trends wrinkle cream Search A B List of Events C A. Event 1 B. Event 2 C. Event 3 Primary Regions & Languages © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 8

Competitive Information Sources © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 9

Identification of Principal Competitors Type of Competitor Description Direct Competitors Offering similar products and services Same market Indirect Competitors Offering different products and services Same market or different market Fulfills same function (or perceived so) Principal Competitors Companies on which to focus 3 Criteria to use (see next slide) © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 10

Identification of Principal Competitors © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 11

Competitive Analysis Models Information Analysis Porter 5 -Forces Model Action Perceptual Maps Competitive Analysis Models PESTLE Trend Analysis SWOT Analysis © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 12

Competitive Analysis Model: PESTLE © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 13

Competitive Analysis Model: Porter 5 Forces © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 14

Competitive Analysis Model: Perceptual Map Oster High Power Waring Hamilton Beach Kitchen Aid Basic Features Black & Decker Feature-Rich Cuisinart Sunbeam Low Power Perceptual map interpretations for competition: -Large distance between Cuisinart and other companies consumers perceive them differently -Quadrants with brand clusters -Empty quadrants © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 15

Competitive Analysis Model: SWOT Strengths, Weaknesses, Opportunities, and Threats for Jarden, maker of Oster, Sunbeam, etc. © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 16

SWOT: Core Competency CEO Development Finance Human Resources Information Technology Marketing Operations Sales Service Typical organizational chart © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 17

SWOT: Core Competency Core competencies, arranged by organizational function © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 18

Competitive Actions Information Analysis Action Defensive Actions Offensive Actions Attack Countermeasures Market Opportunities • Market opportunities • Differentiation • Addressing weakness • Diversification • Vigilant monitoring • New market segment • Go-to-market approach • Differentiating functionality © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 19

Competitive Actions: Defensive Actions Bypass Attack Nintendo Counter: Market Opportunities Encirclement Attack Bank of America Counter: Differentiation Company 1 Flank Attack Cisco Counter: Address Weakness Company 2 Frontal Attack Microsoft Bing Counter: Diversification Guerilla Attack Random Counter: Vigilant Monitoring Competitive Analysis Actions © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 20

Competitive Actions: Defensive Actions Defensive actions against competitor attacks © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 21

Competitive Actions: Offensive Actions Market Opportunities New Market Segment Go To Market Approaches Differentiating Functionality Skoda Auto Lenovo PC Westin Heavenly © Stephan Sorger 2013. www. stephansorger. com; Marketing Analytics: Competitive Analysis 4. 22