Download COMPETITIVE FACTORS PERFORMANCE CONSIDERATIONS

COMPETITIVE INDUSTRY ANALYSIS
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COMPETITIVE INDUSTRY FACTORS
CONTENTS
COMPETITIVE FACTORS + ISSUES
Description
RELATIVE STATURE
~ PREVALENT AWARENESS BY CUSTOMERS
common buyer recognition of the business and its
products
~ PREVAILING REPUTATION
overall position
~ PERCEPTION OF PRODUCTS
stature of products
~ RECOGNITION OF PRODUCT QUALITY
appraisal of product excellence
~ PERCEPTION OF SERVICE SUPPORT
level of service proffered
~ PERCEPTION OF CLIENT TREATMENT
level of client management and relationship
COMPETITIVE PROMOTIONAL PRACTICE
~ EVALUATION OF ROUTINE SALES PROMOTION
ACTIVITY
evaluation of overall sales promotion undertakings
~ MERIT OF ADVERTISING
understanding of advertising stance and the advertising
intent
~ VALUE OF SALES PERSONNEL
potency of sales and marketing staff
~ CALIBER OF SALES PRINT
clarity of sales literature and print
COMPETITIVE PRODUCT AVAILABILITY
~ GRADING OF PRODUCT AVAILABILITY
grading of routine product availability
~ MERIT OF PRODUCT DEFINITION
proficiency of product specifications
~ GRADING OF ON-TIME DELIVERY
accomplishment of on-time delivery track record
~ RATING OF UNIMPAIRED ORDER DELIVERY
confidence in overall order delivery performance
~ RATING OF ORDER HANDLING
proficiency of order supervision and order taking
~ RATING OF CAPACITY TO PROVIDE
capacity to furnish products as contracted
COMPETITIVE MARKETING APTITUDE
~ CALIBER OF MARKETING EXPERTISE
caliber of prevalent marketing expertise
~ EVALUATION OF MARKETING RESPONSE
marketing experience and proficiency amid personnel
~ EVALUATION OF MARKETING TECHNIQUE
utilization of marketing techniques
~ EVALUATION OF PROMOTIONAL
DOCUMENTATION
lucidity of promotional documentation and print
~ EVALUATION OF PROMOTIONAL + SALES
DECAY
degree of promotional rejection and sales decay
~ EVALUATION OF ADVERTISING DEXTERITY
recognition of prevalent advertising adroitness and
execution
MARKET COMPONENTS
~ CONSCIOUSNESS OF PRODUCT PRICING
consciousness of product pricing
~ PRODUCT EXCELLENCE
recognition of product excellence
~ CLIENT SERVICE
completion of client instructions and the character of
service delivered
~ RELIABLE DELIVERY
confidence in punctual delivery
~ SERVICE RELIABILITY
score of service reliability
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~ SERVICE STANDARDS
attainment of service standards
~ SERVICE CONDUCT
routine smoothness of the service function and
procedures used
~ SERVICE CONVENIENCE
satisfaction with service convenience
~ PRODUCT DELIVERY SYSTEM
reputation of the distribution system and its efficacy
~ RESPONSIVENESS OF CLIENT TREATMENT
client treatment: versatile and propensity to assist
~ OBSERVANCE OF FAIR TERMS OF BUSINESS
fairness and observance of commercial & contractual
terms of business
SALES STAFF ACHIEVEMENT
~ PRIMARY CONTACT
original contact and comprehension
~ ORDER HANDLING STAFF
relationship with order handling staff
~ SALES STAFF
negotiations with sales and marketing personnel
~ ADMINISTRATION STAFF
performance of administration and account staff
~ SALES MANAGEMENT
dealings with sales managers and staff
~ SALES PERSONNEL
deportment of sales personnel
CORPORATE SALES ELEMENTS
~ UPSTREAM SALES CONSOLIDATION
comparative upstream sales coordination
~ DOWNSTREAM PROMOTIONAL
HARMONIZATION
observance of downstream promotional harmonization
~ CAPTIVE SALES CONDUITS
conduct of captive sales mechanisms
~ DEPENDENCE ON SELLING OUTLETS
dependence on selling outlets
~ OPERATION OF SEGMENTED PROMOTIONAL
UNDERTAKING
application of segmented promotional Endeavour
~ BENEFITS OF SEGMENTED MARKETING
support of segmented marketing activity
~ CAPTIVE CUSTOMER BASES
acquisition and influence of specific customer bases
COMPETITIVE SALES CHANNEL AWARENESS
~ WAREHOUSING & HANDLING
proficiency of warehousing and handling
~ PACKING & PACKAGING
character and refinement of packing and packaging
~ SALES ACTIVITY
conduct of regular sales undertakings
~ STOCK AVAILABILITY
normal stock availability
~ CUSTOMER SATISFACTION
prevailing customer fulfillment
COMPETITIVE CLIENT AWARENESS
~ LOCATION OF CUSTOMERS
geographic location and distribution of the customer
base
~ CAPTIVENESS OF THE CUSTOMER BASE
captiveness of prevailing customer bases
~ CUSTOMER BASE LOYALTY
fidelity of the current customer base
~ CONCENTRATION OF PURCHASES
comparative focus of customer purchases
~ PURCHASE FREQUENCY
frequency of typical buyer purchases
~ ORDER SIZE
average order size and content of customer purchase
~ CUSTOMER SERVICING
prevalent level of customer maintenance
~ SEASONALITY
seasonality of consumer use of products
COMPETITIVE PROMOTIONAL CONSIDERATIONS
~ ADVERTISING & SALES PROMOTION
prevailing advertising and sales promotion message
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~ MARKETING
marketing overhead & application and sales decay
~ SALES PROMOTION
explicit sales promotions and activity
~ SALESFORCE
salesforce potency and accomplishment
~ ADVERTISING
advertising effectiveness
COMPETITOR CONSEQUENCES
~ PRICING CONDUCT
regular pricing guidelines and its execution
~ ECONOMIC ENVIRONMENT
conjectural reverberation of the economic climate and
environment
~ COMPARATIVE MARKETING ACTIVITY
prevailing competitive marketing activity
~ RESPONSE TO OPPONENTS
response to opponents' behavior and methods
~ NEW COMPETITORS
invariable reflex to the market entry of challengers
~ PRICES AT MSP
acceptability of base prices
~ PRICE INCREASES
capacity to contend with and respond to price increases
~ PRICES AT RSP
overall competitiveness of end users sales prices
~ MARKET SHARE
average comparative market share
INDEX
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COMPETITIVE FACTORS + CONSIDERATIONS
Description
COMPANY PHYSICAL MARKETING CONCERNS
~ PHYSICAL MARKETING OBSTACLES
physical marketing obstacles and
difficulties
~ PHYSICAL MARKETING RESOURCES
physical marketing resources
~ PHYSICAL ADVERTISING POTENTIAL
physical advertising potential
~ RESPONSIVENESS OF ADVERTISING REACTION
responsiveness of advertising reaction
~ ADROITNESS TO MODIFY MARKETING EFFORT
expertise to improve the marketing tasks
~ CLIENT HANDLING SYSTEMS & EQUIPMENT
customer administration infrastructure
and equipment
ADVERTISING & MARKETING MATERIALS ELEMENT
~ ADVERTISING + MARKETING MATERIALS ACQUISITION &
SOURCES
marketing materials and supplies
procurement
~ ADVERTISING & MARKETING MATERIALS STOCK LEVELS
stock levels & inventories of marketing
materials & supplies
~ DEPENDENCE ON ADVERTISING + MARKETING
CONTRACTORS
dependence on outside marketing
suppliers
~ ADVERTISING BUYING INFLUENCE
advertising buying influence and
purchasing power
SALES PERSONNEL PERCEPTIONS
~ SALES PERSONNEL ACCESSIBILITY
sales & marketing personnel
accessibility
~ SALES EMPLOYEES RELATIONS
sales employees rapport
~ PRESSURE OF SALESFORCE WAGE RISES
salesforce salary rises and demands
~ RELATIVE SALES PAYROLL LEVELS
salesforce payroll levels in comparison
to competitors
~ RELATIVE SALES INCENTIVE LEVELS
salesforce reward levels relative to
competitors
~ SALESFORCE SPECIALIZED EXPERTISE
specialized expertise of sales personnel
MARKETING COSTS & MARGIN CONCERNS
~ MARKETING SUPPLIES INVENTORY LEVELS
marketing supplies reserves and
inventory levels
~ VARIABLE MARKETING COSTS
flexibility of variable sales & marketing
costs
~ FIXED MARKETING COSTS
flexibility of fixed marketing costs
~ MARKETING PAYROLL COSTS
responsiveness of marketing manpower
and staff costs
~ DIRECT MARKETING COSTS RELATIVE TO COMPETITORS
direct marketing costs relative to major
competitors
~ PRODUCT DEVELOPMENT COSTS
product launch / innovation & product
development costs
PRODUCT ADVERTISING + MARKETING
~ QUALITY
product quality
~ PRODUCT SPECIFICATIONS
product specifications
~ DESIGN
product design and utility
~ OPERATING CRITERIA
product operating requirements and
operating suitability
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~ PRODUCT EFFICIENCY
product efficiency and performance
~ PRODUCT RELIABILITY
product dependability and integrity
~ PRODUCT LONGEVITY
product longevity and shelf life
~ PRODUCT LIFE CYCLE
product life cycle and obsolescence
~ PRODUCT CUSTOMIZATION
degree of product customization and
flexibility
~ PRODUCT TECHNOLOGY
product technology and technological
advantage
~ PRODUCT USAGE
product interchangeability and usage
MARKETING MANAGEMENT STRENGTHS
~ MANAGEMENT STRENGTHS: SENIOR MARKETING
PERSONNEL
strengths of senior marketing personnel
~ MANAGEMENT STRENGTHS: SALESFORCE MANAGERS
effectiveness of salesforce managers
~ MANAGEMENT STRENGTHS: SALES & MARKETING STAFF
performance of sales and marketing
managers
~ MANAGEMENT STRENGTHS: CUSTOMER HANDLING
MANAGERS
efficiency of customer handling
managers
~ MANAGEMENT STRENGTHS: TECHNICAL APTITUDE
aptitude and technical capability of sales
managers
~ MANAGEMENT STRENGTHS: CUSTOMER HANDLING
RELIABILITY
reliability of customer handling
managers
CORPORATE MARKETING CONSIDERATIONS
~ UPSTREAM MARKETING STRATEGIES
upstream consolidation of marketing
strategies
~ DOWNSTREAM MARKETING TACTICS
downstream co-ordination of marketing
tactics
~ CAPTIVE MARKETING CHANNELS
captive marketing channels
~ RELIANCE ON EXTERNAL MARKETING
reliance on third party marketing & sales
effort
~ RELIANCE ON EXTERNAL PROMOTION
reliance on outside promotional effort
en-route to the market
~ RELIANCE ON EXTERNAL MARKETING SUPPORT
reliance on third party marketing activity
for sales support
~ RELIANCE ON CUSTOMERS ATTITUDES
reliance on customers attitudes to
corporate factors
DISTRIBUTION MARKETING CONSIDERATIONS
~ WAREHOUSING & HANDLING
warehousing and handling
~ PACKING & PACKAGING
packing and packaging
~ DISTRIBUTION
distribution activities
~ STOCK AVAILABILITY
stock availability
~ ORDER PROCESSING
order processing
CUSTOMER TOPICS
~ LOCATION OF CUSTOMERS
geographic location of the customer base
~ RELIANCE ON CUSTOMER BASE
reliance on distinct customer bases
~ CAPTIVE CUSTOMER BASE
captive and assured customer base
~ CONCENTRATION OF CUSTOMERS
concentration of customers
~ PRODUCT USAGE FREQUENCY
frequency of product usage
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~ ORDER VALUE
order value and volume of average
turnover
~ RELATIVE CUSTOMER SERVICING
customer servicing relative to
competitors
~ SEASONALITY OF DEMAND
seasonality of demand and customer
purchases
COMPETITIVE MARKETING CONSIDERATIONS
~ ADVERTISING & SALES PROMOTION
advertising and sales promotion posture
and activity
~ MARKETING COSTS
total marketing costs
~ SALES PROMOTION COSTS
sales promotion costs
~ SELLING COSTS
salesforce and selling costs and expenses
~ ADVERTISING COSTS
advertising costs
COMPETITOR CONSIDERATIONS
~ COMPETITORS' PRICING GUIDELINES
competitors' pricing procedures and
stance
~ SENSITIVITY TO ECONOMIC CONDITIONS
sensitivity to economic conditions
~ RELATIVE MARKETING SPEND
marketing spend relative to competitors
~ COMPETITORS' COMBATIVENESS
combativeness of competitors' conduct
and attitude
~ ACCESS OF NEW COMPETITORS
access of new competitors into the
market
~ PRICES AT MSP
prices at manufacturers sales price
~ PRICE INCREASES AT MSP
previous price increases at
manufacturing level
~ PRICES AT RSP
prices at retail or end users sales price
~ MARKET SHARE
market share
INDEX
Information on this Section
8-8
COMPETITIVE INDUSTRY FACTORS PERFORMANCE
SHORT-TERM COMPETITIVE INDUSTRY FACTORS PERFORMANCE
The following section provides a forecast of a number of quantitative Issues and questions for the
industry in juxtaposition with the Competitors. The competitive Issues are examined under the
following headings:RELATIVE STATURE - of the industry
COMPETITIVE PROMOTIONAL PRACTICE - by the industry
COMPETITIVE PRODUCT AVAILABILITY - by the industry
COMPETITIVE MARKETING APTITUDE - by the industry
MARKET COMPONENTS - for the industry
SALES STAFF ACHIEVEMENT - by the industry
CORPORATE SALES ELEMENTS - by the industry
COMPETITIVE SALES CHANNEL AWARENESS - for the industry
COMPETITIVE CLIENT AWARENESS - for the industry
COMPETITIVE PROMOTIONAL CONSIDERATIONS - by the industry
COMPETITOR CONSEQUENCES - for the industry
The term "Relative" denotes the relationship between the industry and the Competitors in the
marketplace in which they exist.
MARKET DATABASES:
The term the industry refers to the National Companies within the Base Country. The
comparison is thus given for the National Industry in relation to the other Competitors within
the Trade Cell
[IGC] C8A
COMPETITIVE FACTORS PERFORMANCE
8-9
COMPETITIVE INDUSTRY FACTORS PERFORMANCE CONSIDERATIONS
SHORT-TERM COMPETITIVE INDUSTRY FACTORS PERFORMANCE CONSIDERATIONS
The following section provides a forecast of a number of quantitative considerations and questions
for the Competitors of the industry in juxtaposition with the Trade Cell Norms. The competitive
considerations are examined under the following headings:PHYSICAL MARKETING CONCERNS - for the industry
ADVERTISING & MARKETING MATERIALS ELEMENT - for the industry
SALES PERSONNEL PERCEPTIONS - for the industry
MARKETING COSTS & MARGIN CONCERNS - for the industry
PRODUCT ADVERTISING + MARKETING - for the industry
MARKETING MANAGEMENT STRENGTHS - for the industry
CORPORATE MARKETING CONSIDERATIONS - for the industry
DISTRIBUTION MARKETING CONSIDERATIONS - for the industry
CUSTOMER TOPICS - for the industry
COMPETITIVE MARKETING CONSIDERATIONS - for the industry
COMPETITOR CONSIDERATIONS - for the industry
The term "Relative" denotes the relationship between the industry Competitors and the Trade Cell
Norms in the marketplace in which they exist.
MARKET DATABASES:
The term the industry refers to the National Companies within the country. The comparison is
thus given for the National Industry in relation to the other countries within the Trade Cell
[CGC] C9A
COMPETITOR ENVIRONMENT ANALYSIS
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