Professional Documents
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Global Perspectives
Competitor Analysis
Bill Gates
“If you know your strength it never becomes a
weakness. If the market knows your strength then
it becomes a weakness.”
Shailendra Singh
“The ability to learn faster than your competitors
may be the only sustainable competitive
advantage.”
Arie de Geus
Competition
The American Car Market (1970)
The European Airline Industry-Rynair Easy jet (1990)
Napster (2000)
Microsoft vs. Google
BRIC (Brazil-Russia-India-China)
Fortune 500: The Chinese companies:
24-2007,
37-2009,
109-2017
© Copyright 2010 John Wiley & Sons Ltd
6
Identifying competitiors
Perspective of customers (alternatives) (Ford vs. Fiat)
Product –use associations (Carrefour vs. Bauhaus)
(concept of appropriateness) ( For vs. Taxi)
Indirect competitors (Nokia vs. Apple) (Coke vs. Didi)
(Nescafe vs. Starbucks vs. Moda kahvecileri)
Understanding the positioning of new product strategies
and positioning of new comers is important) (Taxi vs.
Uber)
77.88
78.00
76.62
76.00 75.72
75.06
74.46
74.00 73.64 73.81 73.65
71.89
72.00
70.00 69.66
68.00
66.00
64.00
2013 2014 2015 2016 1 2016 2 2016 3 2016 4 2017 1 2017 2 2017 3
Year
Exit Barriers
• Specialized assets, (Kavaklıdere)
• Fixed costs, (Erdemir)
• Relationships with other companies, (Migros)
• Government and social barriers, (?????)
•© Copyright
Managerial pride and emotional attachment (İş Bank)
2010 John Wiley & Sons Ltd
14
Assessing strenghts and weaknesses
Learn where to hit!
Honda:
Product recalls. In 2014 Honda has recalled some14.4 million vehicles
equipped with suspect airbag inflators more than any other automaker.
Honda holds a very weak position in the Europe’s automotive market
and has dipped to 1% market share in 2015.
Rising raw material prices. Metals are the main raw materials used in
vehicle and motorcycle manufacturing and the rising price of the raw
metals raises overall production costs for Honda.
Natural disasters. Honda has manufacturing facilities in Japan,
Thailand, China and Malaysia. These countries, including others, are
often subject to natural disasters that disrupt manufacturing in the
facilities and decrease Honda’s production volumes.
© Copyright 2010 John Wiley & Sons Ltd
15
Relevant Assets and Competencies
1) What businesses have been successful over time?
Henry Ford
“We often give our enemies the means for our own
destruction.”
Aesop
“In business, the competition will bite you if you keep
running, if you stand still, they will swallow you.”
William Knudsen