New Competitive Threats Audit New Competitive Threats Audit New Competitive Threats Audit Competitor Research Competitor Research New Technology - Converging Markets Threat What price changes in other technology markets appear to influence our sales? Is this effort changing? Which new technology or service is starting to be considered as a substitute for our product or service by consumers? Is this occuring in any particular usage situation or by any particular group of buyers? Are our existing channels encouraging such sub What is our closest new technological or service competition? Who is the major mover and shaker in this new industry? What appears to be its current objective and strategy? What is its growth rate? What has been its effect on our sales? What further threat does it pose? What constraints does it face? Channel Integration Threat Which supplier is most likely to become a downstream direct competitor in the near future? Why? How would it do it? Is there any evidence of this occuring? Which customers are most likely to become upstream, do-it-themselves competitors in the near future? Why? How would they do it? Does any evidence of such plans exist? Competitor Takeover - Merger Threat Which mergers, takeovers, or trading coalitions among competitors or from inside pose the greatest threat to our position? What evidence exists that this is likely to occur? A Competitive Analysis Template A Competitive Analysis Template A Competitive Analysis Template Competitor Research Competitor Research Q Q Audit Current Audit Current Competitors Competitors Q Q Research Market Research Market History History Q Q Evaluate w/respect to: Evaluate w/respect to: Q Q Financial Position Financial Position Q Q Market Position Market Position Q Q Product Position Product Position Q Q Price Position Price Position Q Q Inbound Logistics Inbound Logistics Q Q Production Process Production Process Q Q Outbound Logistics Outbound Logistics Q Q Trade Relations Trade Relations Q Q Advertising & Advertising & Promotions Promotions Q Q Sales Force Process Sales Force Process Channel Research Channel Research Summary Evaluation Competitive Selling Effort Image and Reputation Quality of locations Geographical markets/customer segments served Quality of advertising Major strength, unique value, and importance of this reseller Quality of premises Major weakness and failure of reseller Quality of sales staff Special personal relations with supplier Sales-staff knowledge of our products Inventory management Extent we are treated as a preferred supplier Special marketing efforts and cooperation Purchasing Behavior Recent ordering history Detailed Evaluation Volume deals/discounts sought and given Trading Performance Other allowances and considerations sought and given Annual sales Freight Annual sales of our product Cooperative advertising Contribution earned from sales to this reseller Promotions Average stock-turn of our products Returns Past average stock-turn of our products Push money and sales contests Profit performance Special credit terms AMA Definition of Marketing Research AMA Definition of Marketing Research Q Q Specifies the information needed Specifies the information needed Q Q Designs the method of collecting Designs the method of collecting information information Q Q Manages and implements the data Manages and implements the data collection process collection process Q Q Analyzes the results Analyzes the results Q Q Communicates the findings and Communicates the findings and implications implications Types of Marketing Research Firms Types of Marketing Research Firms Q Q Syndicated Service Syndicated Service Firms Firms Q Q Full Full - - Service Research Service Research firms firms Types of Marketing Research Firms Types of Marketing Research Firms Q Q Collect and distribute for many Collect and distribute for many firms firms Q Q Firms share the cost Firms share the cost Q Q Examples: A.C. Nielsen, J.D. Examples: A.C. Nielsen, J.D. Powers, Simmons, Powers, Simmons, Arbitron Arbitron Syndicated Service Firms Syndicated Service Firms Syndicated Service Firms Types of Marketing Research Firms Types of Marketing Research Firms Q Q Collect and distribute for one client Collect and distribute for one client Q Q Client assumes entire cost of project Client assumes entire cost of project Q Q Research firm takes over marketing Research firm takes over marketing research function on behalf of client research function on behalf of client Full-Service Research Firms Full Full - - Service Research Firms Service Research Firms The Marketing Research Process The Marketing Research Process Feedback Feedback Q Q Define the problem Define the problem Q Q Research design Research design Q Q Data collection Data collection Q Q Analysis, interpretation Analysis, interpretation and presentation and presentation Problem Definition Problem Definition The Marketing Research Process The Marketing Research Process Q Q Well defined problems are half Well defined problems are half solved solved Q Q Help set research objectives Help set research objectives Q Q Help define data collection Help define data collection process process Exploratory Research Exploratory Research The Marketing Research Process The Marketing Research Process Q Q Helps gain understanding of the Helps gain understanding of the research question research question Q Q Aids in understanding the Aids in understanding the cause(s cause(s ) of ) of the problem the problem Q Q Discuss the problem with informed Discuss the problem with informed sources sources - - customers, suppliers, etc. customers, suppliers, etc. Q Q Analyze internal records and data Analyze internal records and data [...]...The Marketing Research Process Feedback Define the problem Research design Data collection Analysis, interpretation and presentation . Marketing Research Firms Types of Marketing Research Firms Q Q Syndicated Service Syndicated Service Firms Firms Q Q Full Full - - Service Research Service Research firms firms Types of Marketing. and sales contests Profit performance Special credit terms AMA Definition of Marketing Research AMA Definition of Marketing Research Q Q Specifies the information needed Specifies the information. Arbitron Arbitron Syndicated Service Firms Syndicated Service Firms Syndicated Service Firms Types of Marketing Research Firms Types of Marketing Research Firms Q Q Collect and distribute for one client Collect and