Secondary ResearchConsumer Research www.stat-usa.gov www.yahoo.com www.altavista.com www.lycos.com www.census.gov... Competitor ResearchQ Research Market History Q Audit Current Compet
Trang 1Secondary Research
Consumer Research
www.stat-usa.gov www.yahoo.com www.altavista.com www.lycos.com www.census.gov
Trang 2Competitor Research
Q Research Market
History
Q Audit Current
Competitors
Trang 3Competitor Research
Q Researching the history of the
market
marketing mix and product
which sellers have competed strong
Q Research Market
History
Competitors
Trang 4Levels of Competition
Competitor Research
Target Segment Competition:
Category Competition:
Soft Drinks
Core Benefit Competition:
Beverages
Budget Competition:
Food and Entertainment
Fast
Food
Baseball
Cards
Ice
Cream
Wine
Bottled Water
Coffee
Juice Beer
Fruit Colas
Lemon
Limes
Regular
Colas
Diet-Rite
Cola Diet
Pepsi
Diet Coke
Trang 5Current and Potential Competition
Competitor Research
Threat of new entrants, including those resulting from mergers and takeovers
Distributors who work to
make you more competitive or play you against your competition
Suppliers who work to
make you more
competitive or play you
against your competition
Threat through vertical
integration or encouraging
new entry
Threat through vertical integration or encouraging
new entry
Threat through joint venturing or encouraging
entry
Threat through joint
venturing if suppliers’
product/services are
involved
Competition among current rivals
Substitute threats
Trang 6Competitor Research
Q Audit Current
Competitors
rivals from which you are gaining
which you are losing business