國外競品分析報告課件

petitiveAnalysisandProductPositioning競爭分析和市場定位競爭對手

petitorspetitors美國競爭Cross-overpetitorsIdentifyingthepetitors-1ProductDirectIndirectIndustryCross-OverLocalHointerShopwithme、各類比價軟件Amazon、Shopkick、Poshmark、PayPalWallet直接間接中國美國Identifyingthepetitors-2Hointer1、目標用戶：在線下實體店購買時尚類服裝的用戶2、市場數據：在美國擁有5家實體店，新加坡一家3、核心功能：試衣間改造、掃描購買、電子支付和送貨上門的全面購物服務。4、交互設計：通過手機APP實現在實體店購買的全過程5、產品優(yōu)缺點：試衣間的改造尤其令購物過程十分方便，但是同時也受到了用戶數量，店內條件的限制6、運營及推廣：同品牌服裝合作，開設自己的體驗門店。Identifyingthepetitors-3Shopwithme1、目標用戶：高級時裝連鎖店2、市場數據：在美國進駐1000家實體店3、核心功能：店內設置硬件終端，顧客可以終端上進行購買、付款的活動，店員配有小型移動終端，可以查詢貨品情況。4、交互設計：通過手機與店內終端的結合實現在實體店購買和付款。5、產品優(yōu)缺點：購買過程完全依賴店內終端，無法滿足顧客數量大的商戶。6、運營及推廣：同品牌連鎖店合作，銷售硬件產品。petitorProfiling空手到掃描購物電子支付實體商家社交分享PolyvoreShopkick京東PoshmarkPaypalHointer嘿送貨上門消費金融支付寶比價軟件天貓AmazonShopify百勝PETITIVEANALYSISFLOWSOUTOFCUSTOMERANALYSISmpetitorstrategies(presentandfuture)PETITORSTOCONSIDER當前CURRENTmarketstructureanalysisperceptualanalysis潛在POTENTIAL

(potentialentryofnewtitors)remainalerttotheirpossibilitydependsonbarrierstoentryexpectationsaboutcompetitivereactionsBARRIERSTOENTRYOFNEWPETITORS銷售渠道

AccesstoDistributionChannels顧客轉換成本

BuyerSwitchingCosts技術優(yōu)勢TechnicalAdvantagePETITIVERELATIONS沖突CONFLICT競爭PETITION共存COEXISTENCE合作COOPERATION共謀COLLUSIONCONFLICTWITHPETITORSFocusonopponentMarketisviewedasazero-sumgame(onegainsonlybytakingfromanother)petitors’objectivesaremutuallyinconsistentPETITIONpetitorstechnologyrequiredproductdifferentiationPETITORCOEXISTENCEWorkingTowardaGoalIndependentofOthersDifferentNichesofMarketAvailableCOOPERATIONInvolvesworkingtogethertowardamongoalThreemaintypesDyadicJointActivityInvestmentinaThirdPartyTHREETYPESOFPETITORCOOPERATIONFormalCooperationDyadicJointactivityInvestmentinthirdpartyOwnershipInterlockingdirectorshipFormalexchangesSubcontractingReciprocityProductionSourcingR&DPromotionConsortiaJointventuresTradeassociationsCOLLUSIONCooperativeBehaviorDesignedtoInjureaThirdPartycustomerssuppliersnon-colludingpetitorsgeneralpublicCanbeDirectorIndirectOftenIllegalGATHERINGPETITIVEDATApetitiveauditEvaluateresultsoftheauditRegularlyintegrateintoplanningprocessHOWDOYOUPETE?OffensiveStrategiesConcentrateonthepetitors’relativeweaknesses5typesDefenseStrategiesGoalistocountereachoffensivestrategy6typesOFFENSIVESTRATEGIES1)Frontalattackdirectconfrontationmostdifficultanddangerous2)Flankingattackaddressesgapsinpetition’smarketcoverageNichemarket3)Encirclement

forcingpetitortospreadresourcesthinbyprobingonmanyfrontsatonce4)Bypassattackavoidsconfrontationdiversification5)Guerrillawarfaresmall,intermittentattacksDEFENSESTRATEGIES1)PositionDefensefortifyfirm’sexistingposition2)MobileDefenseMarketbroadening3)PreemptiveDefenseAttackingfirst(firststrike)4)Flank-positioningextendfirm’sofferingsintonewsegmentstoprotectexisting