COMPETITOR ANALYSIS

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COMPETITOR ANALYSIS AND SOURCES OF ADVANTAGE
• SOURCES OF COMPETITIVE ADVANTAGE:
• COST ADVANTAGE
• DIFFERENTIATION ADVANTAGE
• MARKETING ADVANTAGE
• KNOWLEDGE AS A SOURCE OF ADVANTAGE
• COMPETITOR INTELLIGENCE
• INDUSTRY ANALYSIS
• SUSTAINABLE ADVANTAGE

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COMPETITIVE ADVANTAGE AND KNOWLEDGE
• WHAT IS A COMPETITIVE
ADVANTAGE?
• HOW DOES A FIRM ESTABLISH A
COMPETITIVE ADVANTAGE?
• HOW DOES A FIRM LEVERAGE
KNOWLEDGE AS A COMPETITIVE
ADVANTAGE?
• HOW DOES A COMPETITIVE ADVANTAGE
RELATE TO PROFIT POTENTIAL?
Figure 6-1 Competitive Advantage
and Customer Value

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COMPETITIVE ADVANTAGE
Figure 6-3 Sources of Competitive Advantage

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COST ADVANTAGES
•THREE TYPES OF
COST ADVANTAGE:
• VARIABLE COST ADVANTAGE
• OPERATING COST ADVANTAGE
• MARKETING COST
ADVANTAGE
• HOW DO FIRMS ACHIEVE
THESE ADVANTAGES?
•SCALE EFFECTS
•SCOPE EFFECTS
•LEARNING EFFECTS

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COST ADVANTAGE AND PROFITABILITY
Figure 6-4 Cost Advantage and Profitability

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DIFFERENTIATION ADVANTAGES
• THREE TYPES OF DIFFERENTIATION ADVANTAGE
• PRODUCT ADVANTAGE
• SERVICE ADVANTAGE
• REPUTATION ADVANTAGE

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DIFFERENTIATION ADVANTAGE AND PROFITABILITY
Figure 6-8 Product Differentiation Advantage and Profitability

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MARKETING ADVANTAGES
• THREE TYPES OF MARKETING ADVANTAGE
• MARKET SHARE
• PRODUCT LINE
• CHANNEL

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MARKET SHARE ADVANTAGE AND PROFITABILITY
Figure 6-11 Market Share Advantage and Profitability

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COMPETITIVE STRATEGY BASED ON
A KNOWLEDGE ADVANTAGE
Figure 6-14 Competitive Strategy Based on a Knowledge Advantage

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COMPETITOR INTELLIGENCE
Figure 6-15 Customer
Perceptions of Inter-brand
Differentiation

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INDUSTRY ANALYSIS
Figure 6-21 Industry Analysis: Industry Forces
and Profit Potential

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SUSTAINABLE ADVANTAGE
Figure 6-23 Competitive Forces that Shape Competitive
Position and Profitability

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REVIEW
• SOURCES OF COMPETITIVE ADVANTAGE:
• COST ADVANTAGE
• DIFFERENTIATION ADVANTAGE
• MARKETING ADVANTAGE
• KNOWLEDGE AS A SOURCE OF ADVANTAGE
• COMPETITOR INTELLIGENCE
• INDUSTRY ANALYSIS
• SUSTAINABLE ADVANTAGE

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6-16
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Copyright © 2009 Pearson Education, Inc.
Publishing as Prentice Hall