macro- environment firm/ organization structure culture competencies resources or 7 „s“...
TRANSCRIPT
Stakeholders, competitors and Marketing mix
analysis
Stakeholders shape the operating environment
Macro-environment
Firm/ OrganizationStructureCultureCompetencies Resources or 7 „S“
OperatingEnvironment
Trade Association
Regulators
Union/employees
Competitors
Creditors Suppliers
Customers
Communities
Stockholders/shareholders
EconomicForces
EcologicalForces
Socio-culturalForces
TechnologicalForces
PoliticalForces
Stakeholder analysis
Who matters, how much◦ Customers, suppliers, owners, workers,
community groups, government◦ At core, strategic, or environmental levels
What matters, why and when◦ What is at stake for the stakeholders? Why do
they care? When and how might they act?◦ What is at stake for the firm? What are the
likely impacts on the firm? Why? When? Response options
◦ Cooperate, compete, coopt, cut out...
Stakeholders evaluation matrix
Importance to Firm
Low Average High
Low
Avera
ge
Hig
h
Infl
uen
ce o
n
Init
iati
ve
SH1SH3
SH2
Competitive Analysis – beyond Porter 5 CFs
Competitors are the firms that compete to serve the same customers in the same marketplace.
Competitors can compete directly or indirectly.
Competition happens on two levels:1. Product or service competition
Competition at the level of the value proposition and marketing (covered in the first workshop)
2. Company competition Competition at the level of company strategy
Or: competition on the same NEEDS and competion in the same INDUSTRY!!!!! (e.g. well-being, beauty, leisure, education
Analyzing competitors Product form competition:narrowest form, includes products
of the same product type. Product class/category competition: products with similar
features that provide the same basic function. Generic competition: products that fulfill same basic need. Budget competition: products that compete for the same
discretionary budget dollars.
Customer Awareness
Product Quality
Product Availability
Technical Assistance
Selling Staff
Competitor A E E P P G
Competitor B G G E G E
Competitor C F P G F F
Note: E = excellent, G = good, F = fair, P = poor.
Customer’s Ratings of Competitors on Key Success Factors – see also MKT mix analysis
Marketing mix – analyzing competitors according MKT mix - example
The best is to provide GAP ANALYSIS of marketing mix – what competitors have and do and what customers would like and do not like so much (the second step needs surveys and interviews with customers or complaints analyses)
Review you STEEPLE analysis with the use of stakeholder analysis – for your project
Think about which issues competitors do and do different or do not do– GAP analysis of MKT mix – again for your project
DO NOT FORGET TO THINK ABOUT THE SPECIFICITIES OF THE COUNTRY ENVIRONMENT AND EU POSSIBLE IMPACT AS WHOLE!!!! – see for instance legislation to MKT mix variables from EU Commission web pages…. http://ec.europa.eu/legislation/index_en.htm
And interesting web page from Alex – public data: http://www.google.com/publicdata/directory?hl=en
task