New Competitive Threats AuditCompetitor Research New Technology - Converging Markets Threat What price changes in other technology markets appear to influence our sales?. Channel Researc
Trang 1New Competitive Threats Audit
Competitor Research
New Technology - Converging Markets Threat
What price changes in other technology markets appear to influence our sales? Is this effort changing?
Which new technology or service is starting to be considered as a substitute for our product or service by
consumers? Is this occuring in any particular usage situation or by any particular group of buyers? Are our
existing channels encouraging such sub
What is our closest new technological or service competition?
Who is the major mover and shaker in this new industry?
What appears to be its current objective and strategy?
What is its growth rate?
What has been its effect on our sales?
What further threat does it pose?
What constraints does it face?
Channel Integration Threat
Which supplier is most likely to become a downstream direct competitor in the near future? Why? How would it
do it? Is there any evidence of this occuring?
Which customers are most likely to become upstream, do-it-themselves competitors in the near future? Why?
How would they do it? Does any evidence of such plans exist?
Competitor Takeover - Merger Threat
Which mergers, takeovers, or trading coalitions among competitors or from inside pose the greatest threat to
our position? What evidence exists that this is likely to occur?
Trang 2A Competitive Analysis Template
Competitor Research
Q Audit Current
Competitors
Q Research Market
History
Q Evaluate w/respect to:
Q Financial Position
Q Market Position
Q Product Position
Q Price Position
Q Inbound Logistics
Q Production Process
Q Outbound Logistics
Q Trade Relations
Q Advertising &
Promotions
Q Sales Force Process
Trang 3Channel Research
Summary Evaluation Competitive Selling Effort
Major strength, unique value, and importance of
this reseller
Quality of premises
Inventory management Extent we are treated as a preferred supplier Special marketing efforts and cooperation
Purchasing Behavior
Recent ordering history
Detailed Evaluation Volume deals/discounts sought and given
Trading Performance Other allowances and considerations sought and
given
Trang 4AMA Definition of Marketing Research
Q Specifies the information needed
Q Designs the method of collecting information
Q Manages and implements the data collection process
Q Analyzes the results
Q Communicates the findings and implications
Trang 5Types of Marketing Research Firms
Firms
firms
Trang 6Types of Marketing Research Firms
firms
Powers, Simmons, Arbitron
Syndicated Service Firms
Trang 7Types of Marketing Research Firms
Q Collect and distribute for one client
Q Client assumes entire cost of project
Q Research firm takes over marketing research function on behalf of client
Full-Service Research Firms
Full-Service Research Firms
Trang 8The Marketing Research Process
and presentation
Trang 9Problem Definition
The Marketing Research Process
solved
process
Trang 10Exploratory Research
The Marketing Research Process
Q Helps gain understanding of the research question
Q Aids in understanding the cause(s) of the problem
Q Discuss the problem with informed sources - customers, suppliers, etc customers, suppliers, etc.
Q Analyze internal records and data
Trang 11The Marketing Research Process
and presentation