markets and competitors

COMPETITORS

Must analyze

Organizations in the same industry or sector with similar characteristics, strategies or competing on similar bases

ESTRATEGIC GROUPS

Characteristics

Scope of activities

Resource commitments

Diversity

Geographical coverage

Distribution channels

MARKET SEGMENTS

Branding

Marketing effort

Vertical integration

Technological leadership

size

Competitors profile

Used for

Undestanding competition: to focus

Analysis of strategic opportunities: strategic spaces, white spaces, black holes

Analysis of mobility barriers: obstacles to move from one group to another

May already have choices that must be studied

With specific

Ways to be serviced

Customer needs

Valued features

Homogeneous groups

which could be

STRATEGIC CUSTOMERS

At whom the strategy is primarly addressed

Most influence on purchase

Requirements are paramount

Critical success factors

Hard to understand

Sense making, distance from company and ultimate customer, internal biases, changes overtime