Pertemuan Kesepuluh
Industry and
Competition Analysis
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Critical Success Factors
• That differentiate between the success and
failure of firms within an industry differ from
industry to industry.
• These factors often are concerned with one or
more of the elements in the marketing mix
• Assessing the fit between an industry’s critical
success factors and the presence of those
factors in a firm is a good way to assess whether
an industry is attractive to that particular firm.
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The Adoption Process
• Involves the attitudinal changes experienced by
individuals from the time they first hear about a
new product, service, or idea until they adopt it.
• The five stages in the adoption process:
– Awareness, the person is only aware of the existence
of the new product
– Interest, the individual becomes interested in the new
product
– Evaluation
– Trial
– Adoption, the individual not only continues to use the
new product, but also adopts it in lieu of substitutes.
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Analyzing Competition
• Define industry structure and
characteristics
• Identify and describe key competitors
• Evaluate key competitors
• Anticipate actions by competitors
• Identify new competitors
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Information Needed for Describing
Key Competitors
• Business scope and objectives
• Management experience, capabilities and
weakness
• Market position and trends
• Market targets and customer base
• Marketing program
• Financial, technical and operating capabilities
• Key competitive advantages
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Areas of Evaluation of Competitor
Strengths and Weaknesses
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Sales and market position in segments served
Level of customer satisfaction
Business approach
Financial performance
Financial resources and leverage
Cost position relative to key competitors
Relative product quality
Innovativeness
Product portfolio
Marketing strategy
Management capabilities
Methods of distribution
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Conclusion
• After determining industry boundaries and
structure, information on various aspects of
competitors is collected and examined.
• The key competitor analysis should include both
actual and potential competitors that
management considers important.
• Competitor analysis includes: (1) describing the
company, (2) evaluating the competitor, (3)
anticipating the future actions of competitors.
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