Can the Euro Survive?
Media scanning[ edit ] Scanning competitor's ads can reveal much about what that competitor believes about marketing and their target market. It might also indicate a new pricing strategy such as penetrationprice discriminationprice skimmingproduct bundlingjoint product pricing, discounts, or loss leaders.
It may also indicate a new promotion strategy such as push, pull, balanced, short term sales generation, long term image creation, informational, comparative, affective, reminder, new creative objectives, new unique selling propositionnew creative concepts, appeals, tone, and themes, or a new advertising agency.
It might also indicate a new distribution strategynew distribution partners, more extensive distribution, more intensive distribution, a change in geographical focus, or exclusive distribution. Similar techniques can be used by observing a competitor's search engine optimization targets and practices.
Other metrics allow for detection of a competitor's success. A competitor's media strategy reveals budget allocation, segmentation and targeting strategyand selectivity and focus. By knowing the competitor's media buy, media selection, frequency, reach, continuity, schedules, and flights, the manager can arrange his own media plan so that they do not coincide.
Other sources of corporate intelligence include trade shows, patent filings, mutual customers, annual reports, and trade associations. Some firms hire competitor intelligence professionals to obtain this information. The Society of Competitive Intelligence Professionals maintains a listing of individuals who provide these services.
The most common sources of new competitors are: There are high profit margins in the industry There is unmet demand insufficient supply in the industry There are no major barriers to entry There is future growth potential Competitive rivalry is not intense Gaining a competitive advantage over existing firms is feasible Dissatisfaction with the existing suppliers.The chapter opens with a discussion on the nature of competition and then looks at a number of competitive analyses, including the seminal work by Michael Porter on industry analysis.
Examples are given to reinforce the theory and the chapter finishes by looking at "outsourcing" as an important competitive strategy. View Comparative Analysis In Competitiveness Research Papers on pfmlures.com for free.
A competitive analysis is a critical part of your company marketing plan.
With this evaluation, you can establish what makes your product or service unique--and therefore what attributes you play. The Global Competitiveness Report assesses the competitiveness landscape of economies, providing insight into the drivers of their productivity and prosperity.
The Report series remains the most comprehensive assessment of national competitiveness worldwide. 1 Analysis of Business Models Slávik Štefan, Bednár Richard Abstract The term business model has been used in practice for few years, but companies create, define.
The Global Competitiveness Report Chapter 2: Regional and Country Analysis.
Home Previous Next. The Global Competitiveness Report Chapter 2: Regional and Country Analysis. Home Previous regional highlights and selected country results from the inaugural edition of the Global Competitiveness Index