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COMPETITIVE INDUSTRY ANALYSIS 8-1 8-2 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 8-3 ~ 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 8-4 ~ 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 8-5 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 8-6 ~ 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 8-7 ~ 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 8 - 10 8 - 11