The characteristics of internal and external competition in strategic groups?

1 thought on “The characteristics of internal and external competition in strategic groups?”

1. 

   Casey

   December 27, 2022 at 1:17 am

   I. The concept of competitors
   The competitors generally refer to other companies that are similar to the products or services provided by the company, and the target customers they serve are similar.
   The competitors of enterprises can be identified from two aspects: industry and market.
   The characteristics of the internal and external competition of strategic groups: First, some strategic groups may have the same target customers; second, some customers may not distinguish the differences in products of different strategic groups; third, belong to a certain certain way A strategic group of companies may change its strategy and enter another strategic group.

   . The type of reflection of competitors
   1. Calm -free competitors.
   2. Selected competitors.
   3. Fierce competitors.
   4. Random competitors.

   . The factors need to consider when the enterprise formulates the strategy of responding to competitors:
   1. The competitors are strong and weak.
   . The similarity of competitors and the company.
   3. The performance of the competitors.
   The steps of establishing an intelligence system for enterprises: (1) Establish a system. (2) Collect data. (3) Evaluation and analysis. (4) Communication reaction. (Selected)
   The market leaders can expand the market demand from three aspects: first, find new users; second, open up new uses; third, increase the amount of usage.
   Is the six defense strategies for market leaders to protect market share:
   1. Position defense.
   2. Wing -sided defense.
   3. Keep attacking.
   4. counterattack defense.
   5. Exercise defense.
   6. contraction defense.
   Is when increasing the market share of enterprises: the following three factors: Jane
   , the possibility of anti -monopoly activities.
   The cost paid for the increase in market share.
   Third, the marketing portfolio strategy adopted when competing for market share.

   . The challenger considers the factors when choosing an offensive object.
   1. Attack market leaders.
   2. Attacks are equivalent to their strength.
   3. Attack local small enterprises.
   The market followers are different from the challenger. It is not to attack the market leader and conspire, but to consciously maintain the common situation after following the leader.
   three followers of market followers: (respective meaning)
   (1) Followed closely.
   (2) Follow.
   (3) Select to follow.

   . The so -called market supplement refers to some small parts carefully serving the market, instead of competing with major enterprises, but only through professional operations to occupy a favorable market position.
   . The characteristics of the absence of the base point
   The good "replenishment base point" should have the following characteristics: (select, short answer)
   (1) There are sufficient market potential and purchasing power.
   (2) The potential for profit growth.
   (3) is not attractive to main competitors.
   (4) Enterprises have the ability to possess the base point.
   (5) The existing reputation of an enterprise is enough to fight against competitors.

   6. The strategy of the market supplement includes:
   (1) the professionalization of the end user;
   (2) the professionalization of vertical level;
   (3)
   (4) Specialized customer professional;
   (5) professionalization of geographical region;
   (6) Specialization of products or product lines;
   (7) Customer order professional
   (8) Specialization of quality and price;
   (9) professionalization of service projects;
   (10) Specialization of distribution channels;
   as a market supplementary person to complete three to complete three One task: Create a supplementary market, expand the market, and protect the market. (Selected) Chapter 7 Target Marketing I. A large number of marketing (noun), that is, a large number of products are produced in large quantities, and a large number of channels are promoted by many channels to try to use this product to attract all buyers in the market.
   The product differential marketing, that is, enterprises produce and sell various products of various appearances, styles, quality, and models.
   target marketing, that is, enterprises identify different buyers' groups, choose one or few of them as the target market, use appropriate marketing portfolios, concentrate their strengths as the target market to meet the needs of the target market.
   The target marketing is composed of three steps: one is market segmentation, the other is to choose the target market, and the third is the market positioning.

   . The interests of market segmentation
   First of all, market segmentation is conducive to companies to discover the best market opportunities and increase market share.
   Secondly, market segmentation can also allow enterprises to achieve the maximum operating benefits with the least operating costs.
   Finally, the market segment is conducive to improving the competitiveness of enterprises.
   has three different consumer groups:
   1. Homogeneous preference. There are roughly the same preferences, and they are relatively concentrated in the central position.
   2. Diversified preferences. The preferences of the two attributes on the market are scattered throughout the space, and the preferences are very different.
   3. Cluster preference. Several cluster preferences appear on the market, which objectively formed different sub -markets.

   3. The basis for market segmentation
   (1) Geographical segmentation
   (2) Population segmentation
   (3) Psychological segmentation
   ( 4) Behavioral segmentation

   . The basis for the industrial market segmentation (selection)
   (1) End user
   (2) Customer scale
   (3) Others Variable

   . The sign of market segmentation (condition) includes:
   1. Testable rationality.
   2. Enterability.
   3. Profitable.
   4. Divisionability.
   The anti -market segmentation strategy does not oppose market segmentation, but combines many too narrow sub -markets in "seeking the same" so that it can meet the market at a lower cost and price need.
   The starting point for implementing this strategy is that the values ​​and attitudes of many consumers are changing.

   . The target market
   Under the conditions of modern market economy, there are many customer groups in the market of any product.
   The advantages and disadvantages of non -differentiated marketing: The advantages of this strategy are the simple specifications, specifications, and styles of the product, which is conducive to standardization and large -scale production, which is conducive to reducing costs and costs such as production, inventory, transportation, research, and promotion. Essence Its main disadvantage is that a single product must be widely sold in the same way and welcomed by all buyers, which is almost impossible. Often the larger the child market, the smaller the profit.
   The advantages and disadvantages of differential marketing: The advantage is that consumers' trust in enterprises, thereby increasing the repeated purchase rate; its disadvantages are mainly to increase the production cost and marketing costs of the enterprise.
   The advantages and disadvantages of marketing: Its advantages are that the service objects are concentrated, and they have a deep understanding of one or more specific sub -markets, and it is necessary to practice in production and marketing. A specific market has obtained a favorable position. The disadvantage is that the implementation of concentrated marketing is greater risk, because the target market scope is relatively narrow, and once the market conditions suddenly deteriorate, enterprises may fall into trouble.

   7. Selecting factors that need to be considered in the target market strategy (the basis for selecting differential marketing and target marketing) (carefully look at this part of the textbook)
   (1) Enterprise resources.
   (2) Product homogeneity.
   (3) market homogeneity.
   (4) Product life cycle stage.
   (5) The strategy of competitors.

   8. The meaning of market positioning

   Market positioning refers to the marketing design of the company's psychology of potential customers, creating a certain kind of product, brand or enterprise in the minds of target customers' minds. Image or a certain personality characteristics retain profound impression and unique positions to achieve competitive advantages.

   . The basis and method of market positioning (application questions or case analysis questions)
   (1) The basis for market positioning
   1. Product feature positioning.
   2. Customer interest positioning.
   3. User positioning.
   4. Positioning on the occasion of use.
   5. Competitive positioning.
   (2) Market positioning method
   1. Initial positioning.
   2. Re -positioning.
   3. Confrontation positioning.
   4. Avoiding strong positioning. Chapter 8 Product Strategy I. The overall concept of the product
   The concept of the overall product includes five basic levels: (mastering each meaning) (noun or single)
   (1) Core products. It refers to the basic utility or interests of the products provided to customers.
   (2) Formation of products. It refers to a specific form of metaphysical form or target market that is achieved by core products to achieve a certain demand.
   (3) Expecting products. It refers to a series of attributes and conditions that buyers are closely related to the product during the purchase of the product.
   (4) Extended products. Extended products refer to the sum of various benefits obtained by customers when purchasing forms and expectations of customers.
   (5) Potential products. Potential products refer to products that existing products, including all additional products, may develop into a potential state for future products.
   The so -called convenience product (noun or selection) refers to consumers who usually buy frequent hopes to buy, and only need to use the minimum energy and minimum time to compare the brand.
   The so -called purchase (noun or selection) refers to consumers who want to go to many retail stores to learn about and compare the product's color, style, quality, price, etc. in order to find proper items.
   The so -called special product (noun or choice) refers to the high price of the products of the products of the products of consumers can identify which brands can identify.
   The so -called non -thirsty items. (Noun or choice) Non -thirsty items refer to items that customers do not know, or they are not interested in buying items.

   . The width, length, depth and correlation of the product portfolio
   The product portfolio involves four dimensions: degree, length, depth, and correlation n The number of product lines owned in a company's product portfolio.
   The length of the product portfolio refers to the total number of product projects in a company's product portfolio.
   The depth of the product portfolio refers to how many varieties of each product project in an enterprise product line.
   The correlation of the product portfolio refers to the degree of interrelated connection between the product lines in the final use, production conditions, distribution channels or other aspects.

   product line length product line width (160) clothing leather shoe hat, knitted men's sandal men's sandals, hats, sanitary clothing women's sandals, duck tongue hats, sanitary pants men Zhongshan clothing men's leather shoes, skirt skirt vest female Zhongshan clothing women's leather shoes women's hats, wind coat children's hats, children's clothing 6453 average length = total length/width = 4.5

   . The reasons for shrinking product portfolios: (selected)
   . Excessive production capacity forced large -scale product managers to develop new product projects.
   2. Intermediate business and sales staff requires increased product projects to meet the needs of customers.
   3. Mreasing product managers increase product projects in order to pursue higher sales and profits.
   The main way to extend product extension:
   (1) Extending downward. The downward extension refers to the original production of high -end products of the enterprise, and later decided to increase low -end products.
   (2) extend upward. The upward extension refers to the original production of low -end products in the enterprise, and later decided to increase high -end products.
   (3) There are three types of two -way extension. The two -way extension refers to the original position of the middle -end product market to master the market advantage, and decided to extend in the upper and lower directions of the product category. On the one hand, it increases high -end products, and on the other hand, increased low -end products and expand market positions.
   The interest in product extension has the following four benefits: (multiple choice or short answer)
   (1) Meet more consumer needs.
   (2) Costing the psychology of customer seeking differences.
   (3) Reduce the risk of developing new products.
   (4) To meet the needs of different price levels.
   Strophic disadvantages of product extension: (multiple choice or short answer)
   (1) The brand loyalty is reduced.
   (2) The role of product projects is difficult to distinguish.
   (3) Product extension causes cost increases.

   . The brand
   brand (noun) is also the brand brand.
   brand name (noun) refers to the part that can be called in the brand. Brand logo refers to parts that can be recognized in the brand but cannot be used in words.
   The trademark is essentially a legal term, which refers to a brand or brand that has obtained dedicated rights and is protected by law.
   The so -called unlicensed products refer to ordinary products without branding, simple packaging and cheap prices sold in the super market.
   The main purpose of enterprises to launch unlicensed products is to save packaging, advertising and other costs, reduce prices, and expand sales.
   The company has three optional strategies, that is, enterprises can decide to use their own brand; enterprises can also decide to sell their products in large quantities to middlemen; enterprises can also decide some products with their own brands, some of them, some of them, some of them, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, some of them, some products, and some of them. Products for intermediate business brands.
   It the advantages and disadvantages of the middle product brand. (1) Middle merchants must spend a lot of money to advertise. (2) Middle merchants must order in large quantities. But middlemen use their own brands to bring various benefits. (1) Can better control prices. (2) The cost of purchase is low.
   The brand's concept, that is, from consumers, all brands are the same.
   The four strategies and advantages and disadvantages of the brand unified division strategy:
   1. Individual brands. The advantages are: (1) The entire reputation of an enterprise is not affected by the reputation of some kind of commodity. (2) A company has always produced a certain high -end product.
   2. Unified brand. The unified brand refers to the uniform brand name of the company's products.
   3. Classified brand. Category brands refer to the various products of the enterprise, and one type of products use a brand.
   4. Enterprise name plus individual brands.
   The main reason for the company's multi -brand strategy is:
   1. A variety of different brands are accepted by retail stores.
   2. Many different brands can attract more customers and increase market share.
   3. Developing a variety of different brands helps to compete among various product departments and product managers within the enterprise and improve efficiency.
   Is when formulating a brand re -positioning strategy, enterprises must comprehensively consider two factors: on the one hand, the cost of the cost of transferring its brand from one market to another must be comprehensively considered. On the other hand, we must also consider how much income can get your brand in a new position.

   . The definition of the corporate image recognition system
   Corporate image recognition system, referred to as CIS, refers to the use of the overall communication system and transmission to the relationship around the enterprise or the relationship between the overall communication system or the spirit culture. The group and make it consistent with the company's identity and values.
   The corporate image recognition system consists of the following three factors: business philosophy identification, business activities recognition, and overall visual identification.
   The role of product packaging:
   1. Protecting the product.
   2. Promoting sales.
   3. Increase value.
   B product packaging strategy includes seven aspects (P175)

   . The product life cycle stage (this part of the textbook)
   The typical product life cycle can generally be divided into four four Phase, the introduction period, growth period, maturity period, and recession period.

   7. Product life cycle strategy (this part should be seen as a whole)
   The marketing strategy for the introduction period, the market characteristics of entering the introduction period are: low product sales, high promotion costs, manufacturing costs, manufacturing costs High, sales profits are often low or even negative.
   has the following four strategies:
   1. Quickly skimming strategy.
   2. Slowly skimming strategy. 3. Quick penetration strategy.
   4. Slow penetration strategy.
   It several other strategies.
   The new product development process consists of eight stages, that is, seeking creativity, screening creativity, forming product concepts, formulating marketing strategies, business analysis, product development, market trial sales, and mass listing. (Jane)
   The so -called new product adoption process (noun) refers to consumers' personal stages from receiving innovative products to becoming duplicate buyers. Innovative decision -making processes include five stages, namely the understanding stage, persuasion stage, decision -making stage, implementation stage, and confirmation stage.
   The processing process of new products (noun) refers to the process of continuously adopted by more and more consumers after the launch of new products. The difference between diffusion and adoption is just to look at the angle of the problem. The process is to examine consumers from the perspective of micro perspectives from accepting innovative products to becoming a psychological stage of repeated buyers, and the diffusion process is to analyze how innovative products are transmitted in the market from a macro perspective. question.
   The use of the adoptors into five types, namely the innovative adopors, early adopters, early public, late public, and backward use. (Multiple choices)
   The countermeasures for the management of new product diffusion process (see the textbook carefully)
   Opinion leaders (noun)
   Opinion leaders' role: (1) Inform others; Reduce the risk of other people's purchase; (3) to provide buyers with positive feedback or confirm their decisions. Chapter 9 Price Strategy I. The main types of enterprise pricing goals are mainly:
   (1) Maintain corporate survival.
   (2) Maximize the current profit.
   (3) Maximize market share.

   . Product cost
   The total fixed cost is the sum of product fixed input cost within a certain period of time.
   The total variable cost is the sum of product variable investment costs within a certain period of time.
   The total cost is the sum of total fixed costs and total variable costs.
   The average fixed cost is the share of total fixed costs.
   The average variable cost is the share of total variable costs.
   The average total cost is the share of the total product cost by the total product cost.
   The short -term marginal cost is an increase in unit cost increased by a unit output.
   The long -term average cost function is suitable for the long -term investment in the long -term variable cost rather than fixed costs.
   The demand elasticity is divided into demand income elasticity, price elasticity and cross -elasticity.
   The income elasticity of demand refers to the corresponding change rate of demand caused by changes in income.
   The price elasticity of demand: market demand will change in the direction of the opposite price.
   The cross -elasticity of demand. When pricing for the product category, the degree of interaction between product projects must also be considered. Under complete competition conditions, companies can only sell products at market prices.
   Under the conditions of monopoly competition, the seller is no longer a negative price recipient, but a strong price decision.
   oligoral competition is a mixture of competition and monopoly, and it is also an incomplete competition.
   It pure monopoly refers to the production and sales of a certain product in an industry that is exclusively operated and controlled by a seller.
   The so -called cost bonus pricing method refers to the product sales price according to the unit cost plus a certain percentage bonus.
   The cost bonus pricing method is welcomed by the business community, mainly because: (1) the uncertainty of cost is generally less than demand; (2) as long as all companies in the industry adopt this pricing method, the price will be priced. In the case of similar costs and bonuses, it is roughly similar, and price competition will be reduced to the minimum; (3) Many people feel that the cost bonus is fair to buyers and sellers.
   The so -called target pricing method refers to the price based on the estimated total sales revenue and estimated output.
   The so -called cognitive value pricing method is the method of determining the price of the product's cognitive value of the product according to the buyer's cognitive value. (Maybe calculating questions)
   example: assuming that three companies A, B, and C have produced the same switch, and a set of industrial users are now drawn for samples. Knowing conditions: total score of 100 points, the average market price of switches and switching 2 yuan, other conditions see table attributes and score products A product B product C, important right number Q total score product durability 14040200.25100 Product reliability 2333330.399 Delivery reliability 35025250.3100 service quality 44535200.15100 Product cognition value 41.6532.6525.4 Important rights rights Total 1 Product Cognitive Value Calculation ∑ A = A1 × Q1 A2 × Q2 A3 × Q3 A4 × Q4∑ B = B1 × Q1 B2 q2 B3 × Q3 A4 × Q5∑ C = C1 × Q1 C2 × Q2 C3 × Q3 C4 × Q6 average cognitive value = total score/score product number = 100 ÷ 3 = 33.33 Product sales price calculation (unit: yuan) product sales price = average market price × A product recognition Knowledge value/average cognitive value = 2.5b product sales price = average market price × b product cognitive value/average cognitive value = 2.0C product sales price = average market price × c product cognitive value/average cognitive value = average cognitive value = average cognitive value = average cognitive value = average cognitive value = average cognitive value 1.5 Reverse pricing method refers to the fact that the company is engaged in the cost and profit of its business according to the final sales price that consumers can accept, and calculate the wholesale price and retail price of the product.
   Is when companies adopt a competitive guidance pricing method, there are usually two methods, namely the market pricing method and bidding pricing method.
   1. The market pricing method
   Thefending the market pricing method refers to the price of enterprises in accordance with the current current current price level of the industry. In the following circumstances, this pricing method is often adopted: (1) It is difficult to estimate costs: (2) Enterprises intend to live peacefully with their peers; (3) If a separate pricing, it is difficult to understand the response of buyers and competitors to the price of the company's price. Essence
   2. Bidding and pricing method
   The method of bidding pricing method usually adopts a public bidding method, that is, the purchasing agency log in to advertisements or send a letter in the newspapers, indicating that the specifications, specifications, quantities and other requirements for the purchase of goods are explained. Invite suppliers to bid within the prescribed period. Third, pricing strategy
   The pricing strategy includes the following six types:
   (1) discount and discount pricing strategies. There are five types: cash discounts, quantity discounts, functional discounts, seasonal discounts, and price strategies.
   (2) Regional pricing strategy. The form of regional pricing is: FOB origin pricing, unified delivery pricing, partition pricing, base point pricing and freight free of charge.
   (3) Psychological pricing strategy. Including: prestige pricing, tail pricing, attracting pricing.
   (4) Differential pricing strategy. Including: customer differential pricing, product form difference pricing, product parts difference pricing and sales time differences.
   Caping must have the following conditions for enterprises: (1) The market must be subdivided; Others; (3) Competitors cannot bid for low -priced sales in the market of high -priced sales products at high price sales; 5) Price discrimination will not cause customers to dislike; (6) The form of price discrimination adopted cannot illegally.
   (5) New product pricing strategy. Including two forms: skimming and infiltration pricing.
   (6) Product portfolio pricing strategy. Including: (1) product line pricing; (2) selection of product pricing; (3) supplementary product pricing; (4) branch pricing; (5) by -product pricing; (6) product series pricing.
   The main reasons for the reduction of prices for enterprises are: (1) Excessive production capacity of the enterprise, so it needs to expand sales; (2) Under the pressure of strong competitors, the market share of the enterprise decreases; (3) the enterprise’s of the enterprise The cost is lower than the competitors.
   The main reasons for corporate price increase are as follows:
   (1) Inflation, the cost and cost of the enterprise increased.
   (2) The company's product supply is in short supply and cannot meet the needs of all its customers.
   C customers' response to price changes: (1) The style of this product is outdated and will be replaced by new products; (2) this product has some shortcomings and poor sales; (3) corporate financial difficulties It is difficult to continue to operate; (4) the price must be further declined; (5) the quality of this product has declined.
   Couns can estimate and predict the possible response to the company's product price changes from the following two parties.
   (1) Assume that competitors take the old set of old sets to deal with the price changes of the company.
   (2) Assuming that competitors see each price change as a new challenge and make a corresponding response based on their own interests.

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