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It is rare that when considering taking on your product/service, customers won’t look at what is on offer from other parties. Ie. your competitors. Yet many companies don’t review the customer’s experience in doing this and so fail to understand why they then fail to make the sale. This programme looks at how best to identify the key competitors that give you grief and how you should then best react to this, in terms of improving a range of facilities within your business.
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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
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
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