Dealing with the Competition Zou Deqiang, Ph. D School of Management, Fudan University April 9, 2008
1 Dealing with the Dealing with the Competition Competition Zou Deqiang, Ph.D. School of Management, Fudan University April 9, 2008
Something to Mention Contact the professor Address: Room 632, Siyuan Building Phone:25011188 > office hour: 2 p.m. 4 p.m., Thursday, or by appointment Discussion on the group proposal > Thursday(April 10)or Friday(April 11)afternoon 20 minutes for each group Choose the period you prefer at Mr Ho Be punctual, please O Copy rights reserved, Zou Deqiang
2 2 © Copy rights reserved, Zou Deqiang Something to Mention • Contact the professor: ¾Address: Room 632, Siyuan Building ¾Phone: 25011188 ¾Office hour: 2 p.m.~ 4 p.m., Thursday, or by appointment • Discussion on the group proposal ¾Thursday (April 10) or Friday (April 11) afternoon ¾20 minutes for each group ¾Choose the period you prefer at Mr. Ho ¾Be punctual, please
Learning Objectives After studying this chapter, you should be able to 1. Discuss the need to understand competitors as well as customers through competitor analysis 2. Explain the fundamentals of competitive marketing strategies based on creating value for customers 3. lustrate the need for balancing customer and competitor orientations in becoming a truly market- centered organization O Copy rights reserved, Zou Deqiang
3 3 © Copy rights reserved, Zou Deqiang Learning Objectives After studying this chapter, you should be able to: 1. Discuss the need to understand competitors as well as customers through competitor analysis 2. Explain the fundamentals of competitive marketing strategies based on creating value for customers 3. Illustrate the need for balancing customer and competitor orientations in becoming a truly marketcentered organization
Chapter Outline 1. Competitor Analysis 2. Competitive Strategies 3. Balancing Customer and Competitor Orientations O Copy rights reserved, Zou Deqiang
4 4 © Copy rights reserved, Zou Deqiang Chapter Outline 1. Competitor Analysis 2. Competitive Strategies 3. Balancing Customer and Competitor Orientations
Competition 3Cs framework Customer Company Competitor Competition is ubiquitous TVC: Cola War O Copy rights reserved, Zou Deqiang
5 5 © Copy rights reserved, Zou Deqiang Competition • 3Cs framework ¾Customer ¾Company ¾Competitor • Competition is ubiquitous ¾TVC: Cola War