Competitor Competitor Map Analysis highlights both competitive opportunities and challenges facing the firm Center is the list of consumer activities First outer ring lists main competitors Second outer ring lists indirect competitors Competitor maps plot buying steps in purchasing and using the product, as well as direct and indirect competitors O Copy rights reserved, Zou Deqiang 11
11 11 © Copy rights reserved, Zou Deqiang Competitor Map • highlights both competitive opportunities and challenges facing the firm ¾ Center is the list of consumer activities ¾ First outer ring lists main competitors ¾ Second outer ring lists indirect competitors • Competitor maps plot buying steps in purchasing and using the product, as well as direct and indirect competitors Competitor Analysis
Competitor Map of Eastman Kodak HP e Camerawork. com Purchase Purchase Direct pictures competition Indirect Eastman Kodak Share Filmworks pictures Adobe Systems Download and Print and District
12 Competitor Map of Competitor Map of Eastman Kodak Eastman Kodak
Customer value analys/s analysis Competito Customer value analysis determines the benefits that target customers value and how customers rate the relative value of various competitors offers Identification of major attributes that customers value and the importance of these values Assessment of the companys and competitors performance on the valued attributes O Copy rights reserved, Zou Deqiang
13 13 © Copy rights reserved, Zou Deqiang Customer value analysis • Customer value analysis determines the benefits that target customers value and how customers rate the relative value of various competitor’s offers. • Identification of major attributes that customers value and the importance of these values • Assessment of the company’s and competitors’ performance on the valued attributes Competitor Analysis
Competitor Customer Value Analysis Analysis Perceived Function erceived Reliability Perceived Perceived service Benefits Customer Perceived Brand Image Value Perceived Costs Perceived Price O Copy rights reserved, Zou Deqiang
14 14 © Copy rights reserved, Zou Deqiang Customer Value Analysis Perceived Function Perceived Function Perceived Reliability Perceived Reliability Perceived Service Perceived Service Perceived Brand Image Perceived Brand Image Perceived Price Perceived Price Perceived Benefits Perceived Benefits Perceived Costs Perceived Costs Customer Value Customer Value Competitor Analysis
Customer Value Analys/s Analysis Competito Industry Average 1. Display the competitive advantage of different firms High CV A 2. Visualize the source of competitive advantage and customer-perceived B positioning Low CV 3. As a type of perceptual map to explore the Perceived Price competitive relationships between Customer Value Map firms or brands Gale, Bradley T(1994), Managing Customer Value, NY: Free Press C
15 15 © Copy rights reserved, Zou Deqiang Customer Value Analysis 1. Display the competitive advantage of different firms 2. Visualize the source of competitive advantage and customer-perceived positioning 3. As a type of perceptual map to explore the competitive relationships between firms or brands D A B C Industry Average Low CV High CV Low Perceived Benefits High Low Perceived Price High Customer Value Map Gale, Bradley T. (1994), Managing Customer Value, NY: Free Press. Gale, Bradley T. (1994), Managing Customer Value, NY: Free Press. Competitor Analysis