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