Who Or What Is Your Competition – And What
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Transcript of Who Or What Is Your Competition – And What
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Who Or What Is Your Competition – And What
Are You Doing About It?
Date:13th May 2010
Facilitator: Sammy Rose MBA, MCIM
Chartered Marketer
Mentor: Derek S C Milward, MBA, DipM,
MCIM, MCMI, FHEA, Cert.Ed.
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ROUND UP:-
•Unique Selling Point
•Yummy Mummies v Pond Life
•Making Use of Influencers and
Consumers
•Keeping on Top of Knowing and Delivering
What Our Customers Want
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Direct v Indirect
Competition
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Brand Mapping
Profiling You and
Your Competitors
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Strengths Weaknesses
OpportunitiesThreats
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Strengths•Knowledge & Expertise•Establishment•Product Quality•Product Definition•Service & Accessories•Image•Pricing Policy•Customer Focus•Planning
Weaknesses•Manpower Resources•Financial Resources•Knowledge & Expertise•Lack of Customer Focus•Product Orientated•Pricing Policy•Image•Sales/After Sales Support•Planning
Opportunities•Government Legislation•Industry Standards•Monopolies•Market Niches•Changes in Customer Attitudes•Exports•New Technology
Threats•Government Legislation•Industry Codes of Conduct•Barriers to Entry•Price Wars•Changes in Customer Attitudes•Imports•New Technology
SWOTTING OUR COMPANY
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Benchmarking Using KAM Analysis
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Brand Mapping High Price
Low
Quality
High
Quality
Low Price
Here I Am
Here You Are
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Your Competitor Dies:-
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Round Up:-
• Direct v Indirect Competitors
• Brand Mapping
• Use SWOT chart to review
• Use benchmarks to set up targets for
improvement
• Seek regular feedback from your audience to
keep you on track