Competitor Analysis Dell Compaq gobi Apple Sony What

Competitor Analysis Dell Compaq gobi Apple Sony

What is Competitive Intelligence? n A systematic and ethical program for gathering information about competitors and general business trends to further your own company’s goals

Why CI? Playing the Game Better n Focus on existing competitors/strategic position n Leverage value chain strengths n Incrementally improve existing strategies/tactics Play the Game Differently n New market opportunity n New customers n Develop/leverage new value chain strengths n New strategies/tactics

Competitor Intelligence Pyramid s Recommendations Analysisz of Data Sourcesaof Data

Competitor Intelligence Pyramid n n Recommendations n n Analysis of Data n n Sources of Data n n n Industry experts/analysts Industry publications Trade shows/conferences Advertisements/PR University research centers Financial Court documents/patents Suppliers/customers Newspapers/business wire Help wanted ads Reverse engineering labs

Competitor Intelligence Pyramid Value chain analysis n Ratio analysis n Benchmarking n Cost analysis n Trend analysis n Personality profiling n Wargaming/scenario planning n Recommendations Analysis of Data Sources of Data n Competitive behavior analysis

Competitor Intelligence Pyramid Track Existing Rivals n Anticipate New Rivals Recommendations n Inform Strategy: n Analysis of Data Sources of Data n Identify own/competitor’s strengths/weaknesses n Early warning system n Plan of attack/retaliation

Who’s Job Is It? Department Staff Project Managers Planning & Finance Analysts Top Execs Department Managers Independent Consultants

CI Paradox n Many Global 1000 companies don’t have full-scale CI units n Most Global 1000 executives believe that success depends on: n Looking ahead n First-mover advantage n Strategic flexibility and maneuvering

Competitor Analysis Future Objectives How do our goals compare to our competitors’ goals? Where will emphasis be placed in the future? What is the attitude toward risk? What drives the competitor?

Competitor Analysis Future Objectives How do our goals compare to our competitors’ goals? Where Current will emphasis be Strategy placed in. How the future? are they currently What is the attitude competing? toward risk? Does this strategy support changes in the competitive structure? What is the competitor doing? What can the competitor do?

Competitor Analysis Future Objectives What does the competitor believe about itself and the industry? How do our goals compare to our competitors’ goals? Where Current will emphasis be Strategy placed in the future? How are we currently What is the attitude competing? Assumptions toward risk? Does this. Do strategy we assume the future support changes in the will be volatile? competition structure? What assumptions do our competitors hold about the industry and themselves? Are we assuming stable competitive conditions?

Competitor Analysis Future Objectives What are the competitor’s capabilities? How do our goals compare to our competitors’ goals? Where Current will emphasis be Strategy placed in the future? How are we currently What is the attitude competing? Assumptions toward risk? Does this Dostrategy we assume the future supportwill changes in the be volatile? competition Whatstructure? assumptions do our competitors hold about the Capabilities industry and themselves? What are my competitors’ Are we operating under strengths and weaknesses? a status quo? How do our capabilities compare to our competitors?

Dynamic Head-to-Head Rivalry Future Objectives How do our goals compare to our competitors’ goals? Where Current will emphasis be Strategy placed in the future? How are we currently What is the attitude competing? Assumptions toward risk? Does this Dostrategy we assume the future supportwill changes in the be volatile? competition Whatstructure? assumptions do our Capabilities competitors hold about the industry and themselves? What are my competitors’ Are we operating strengths under and weaknesses? a status quo? How do our capabilities compare to our competitors? Response What will our competitors do in the future? Where do we have a competitive advantage? How will this change our relationship with our competition?

Strategic Group Map: Beer (Pre-light / Pre-microbrew) Dark/Full Guinness Amber Heineken Regular Old Swill Miller Bud Light Low Price High Price

Strategic Group Map: Beer Dark/Full Killian’s Brown Lowenbrau Dark Amber Killian’s Red Amber Bock Red Wolf Lowenbrau Regular Old Swill Light Milwaukee’s Best Light Low Price Bud Miller Lite Bud Ice Guinness Blackened Voodoo Anchor Porter Sam Adams Bass Ale Pilsner Urquell Amstel Cardinal High Price