Professional Documents
Culture Documents
OUR Current
company Competitors
Latent
competitors
Against whom are we competing
Competition operating at 4Level
Offering Similar product andservice
Brand
Recognitio
n
Distributio
n network
After sales
service
Promotion
/public
relatio
n
Identifying and evaluating
Competitors Strength and Weakness
Incorporating Competitor Analysis &
Market Analysis
Porter’s approach to competitive
structure analysis
Bargaining
Threat of
power of
New
customers
Entrants
Rivalry
among
Competitors
Bargaining Substitute
power of Products
suppliers and
Services
Threat
Threat of New Entry of New
Entrants
• brand equity
• switching costs
• capital requirements
• access to distribution
• government policies
Rivalry
Competitive among
Competitors
R•nuimvbearolfrcoympetitors
•rate of industry growth
•Industry overcapacity
•exit barriers
•diversity of competitors
•informational complexity
•brand equity
•fixed cost allocation per valueadded
•level of advertising expense
Bargaining
Supplier Power power of
suppliers
P• buoyerw
conce
entr
ration to firm concentration ratio
• bargaining leverage
• buyer volume
• buyer switching costs relative to firm switching
costs
• buyer information availability
• ability to backwardintegrate
• availability of existing substitute products
• buyer price sensitivity
• price of total purchase
Substitute
Threat of Substitution Products
and
Services
13%
16%
13%
16%
10%
8%
19%
15%
12% 16%
A lack of cash
Low margin
Poor growth
High cost
Over dependence on one
market
People problem
Type of Competitors
•The relaxed Competitor-(fail to react)