Competitor Analysis: Understand Your Opponents

Marketer's Toolkit: The 10 Strategies You Need to Succeed

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HBP

This chapter is excerpted from Harvard Business Essentials: Marketer's Toolkit. Effective marketing must involve a thorough analysis of the overall competitive arena and the competitors that battle within it. Competitive analysis determines whether firms decide to fight head-on with like products or maneuver a sneak attack with differentiation. This chapter introduces direction and provides the tools for conducting such research. It concludes with Michael Porter's "five forces" that shape positioning strategy. This chapter can be used alone or in concert with other Harvard Business School Press chapters grouped together into learning clusters. Other basic-level chapters on marketing: products 2556BC, 2564BC, 2580BC, 2599BC, 2602BC, 2610BC, 2629BC, 2637BC, 2645BC, and 2653BC.

出版日
2005/11
領域
マーケティング
ボリューム
16ページ
コンテンツID
CCJB-HBS-2572BC
オリジナルID
2572BC
ケースの種類
Press Chapter
言語
英語
カラー
製本の場合、モノクロ印刷での納品となります。

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