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Dealing with Competition

Resty R. Mines Jr.

Ateneo Graduate School of Business

April 20, 2010

http://www.google.com.ph/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/thumb/6/6f/Ateneo_Sesquicentennial_logo.jpg/200px-Ateneo_Sesquicentennial_logo.jpg&imgrefurl=http://en.wikipedia.org/wiki/Ateneo_de_Manila_University&h=200&w=200&sz=12&tbnid=4sAcekj17PNbvM:&tbnh=104&tbnw=104&prev=/images%3Fq%3DAteneo%2Bde%2BManila%2Blogo&hl=en&usg=__WBnLDMSNeLDvqG5EKI6ddttmjb4=&ei=nHHNS5THMM2GkAXdptHwDw&sa=X&oi=image_result&resnum=5&ct=image&ved=0CBAQ9QEwBA

Competitive Forces

Threat of intense segment rivalry

VS.

VS.

http://rds.yahoo.com/_ylt=A9G_bDkJ98xLZCoA1oiJzbkF;_ylu=X3oDMTBpaWhqZmNtBHBvcwMzBHNlYwNzcgR2dGlkAw--/SIG=1heepmpm5/EXP=1271810185/**http%3A//images.search.yahoo.com/images/view%3Fback=http%253A%252F%252Fimages.search.yahoo.com%252Fsearch%252Fimages%253F_adv_prop%253Dimage%2526va%253Dateneo%252Blogo%2526fr%253Dyfp-t-701%26w=396%26h=408%26imgurl=farm4.static.flickr.com%252F3420%252F3839645034_c37db879e5.jpg%26rurl=http%253A%252F%252Fwww.flickr.com%252Fphotos%252F41633938%2540N03%252F3839645034%252F%26size=96k%26name=nursinglogoby%2Bka...%26p=ateneo%2Blogo%26oid=1ba30cab3fd4b8c4%26fr2=%26fusr=konavzky%26no=3%26tt=865%26sigr=11ltfje4g%26sigi=11mbj67fm%26sigb=12ojphjrb
http://rds.yahoo.com/_ylt=A9G_bF_o98xL8lUAklyJzbkF;_ylu=X3oDMTBpY2Y5NXNiBHBvcwM2BHNlYwNzcgR2dGlkAw--/SIG=1ibkgapub/EXP=1271810408/**http%3A//images.search.yahoo.com/images/view%3Fback=http%253A%252F%252Fimages.search.yahoo.com%252Fsearch%252Fimages%253F_adv_prop%253Dimage%2526va%253Ddlsu%252Blogo%2526fr%253Dyfp-t-701%26w=125%26h=142%26imgurl=www.yearwithoutasummer.net%252F15thparallel%252Fnews%252Fdata%252Fupimages%252Fgreenarchers.png%26rurl=http%253A%252F%252Fwww.yearwithoutasummer.net%252F15thparallel%252Fuaap-season71-dlsu-green-archers.html%26size=22k%26name=greenarchers%2Bpng%26p=dlsu%2Blogo%26oid=64ec46aea3999682%26fr2=%26no=6%26tt=168%26sigr=12kgv7hhf%26sigi=12b5srltp%26sigb=12mj1e6uu
http://rds.yahoo.com/_ylt=A0geu75M.MxLe1MBwp5XNyoA;_ylu=X3oDMTBzMnEwcDI3BHNlYwNzYwRjb2xvA2FjMgR2dGlkA0RGRDVfODU-/SIG=1p85pen29/EXP=1271810508/**http%3A//images.search.yahoo.com/images/view%3Fback=http%253A%252F%252Fsearch.yahoo.com%252Fsearch%253Fei%253DUTF-8%2526p%253Dsmart%252Blogo%252Bphilippines%2526sado%253D1%2526rd%253Dr1%2526meta%253Dvc%25253Dph%2526fp_ip%253Dph%26w=600%26h=311%26imgurl=www.hardwarezone.com.sg%252Fimg%252Fdata%252Fnnews%252F2009%252F13956%252FImage%252FSmart%252520Logo%2525202.jpg%26size=50.7kB%26name=Smart%2BLogo%2B2%2Bjpg%26rcurl=http%253A%252F%252Fwww.hardwarezone.com.sg%252Fnews%252Fview.php%253Fid%253D13956%2526cid%253D%26rurl=http%253A%252F%252Fwww.hardwarezone.com.sg%252Fnews%252Fview.php%253Fid%253D13956%2526cid%253D%26p=smart%2Blogo%2Bphilippines%26type=jpeg%26no=2%26tt=61%26oid=572d004541bdcb88%26tit=Smart%2BLogo%2B2%2Bjpg%26sigr=11q73kshn%26sigi=12c1o4b3s%26sigb=1339mc03v%26fr=yfp-t-701
http://rds.yahoo.com/_ylt=A0geuydr.MxLJ7wAfHVXNyoA;_ylu=X3oDMTBzMnEwcDI3BHNlYwNzYwRjb2xvA2FjMgR2dGlkA0RGRDVfODU-/SIG=1kp03o792/EXP=1271810539/**http%3A//images.search.yahoo.com/images/view%3Fback=http%253A%252F%252Fsearch.yahoo.com%252Fsearch%253Fei%253DUTF-8%2526p%253DGlobe%252Blogo%252Bphilippines%2526rd%253Dr1%2526meta%253Dvc%25253Dph%2526fp_ip%253Dph%26w=600%26h=269%26imgurl=pcworld.com.ph%252Fwp-content%252Fuploads%252F2009%252F05%252Fglobe-logo.jpg%26size=36kB%26name=globe%2Blogo%2Bjpg%26rcurl=http%253A%252F%252Fpcworld.com.ph%252Ftag%252Fblackberry%26rurl=http%253A%252F%252Fpcworld.com.ph%252Ftag%252Fblackberry%26p=globe%2Blogo%2Bphilippines%26type=jpeg%26no=2%26tt=65%26oid=66d4dcb76ab84fae%26tit=globe%2Blogo%26sigr=114mfeukh%26sigi=11oo4bqu7%26sigb=12s4ts3ia%26fr=yfp-t-701
http://www.google.com.ph/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/thumb/6/6f/Ateneo_Sesquicentennial_logo.jpg/200px-Ateneo_Sesquicentennial_logo.jpg&imgrefurl=http://en.wikipedia.org/wiki/Ateneo_de_Manila_University&h=200&w=200&sz=12&tbnid=4sAcekj17PNbvM:&tbnh=104&tbnw=104&prev=/images%3Fq%3DAteneo%2Bde%2BManila%2Blogo&hl=en&usg=__WBnLDMSNeLDvqG5EKI6ddttmjb4=&ei=nHHNS5THMM2GkAXdptHwDw&sa=X&oi=image_result&resnum=5&ct=image&ved=0CBAQ9QEwBA

Competitive Forces

Threat of new entrant

http://www.philippineairlines.com/home/home.jsp
http://www.google.com.ph/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/thumb/6/6f/Ateneo_Sesquicentennial_logo.jpg/200px-Ateneo_Sesquicentennial_logo.jpg&imgrefurl=http://en.wikipedia.org/wiki/Ateneo_de_Manila_University&h=200&w=200&sz=12&tbnid=4sAcekj17PNbvM:&tbnh=104&tbnw=104&prev=/images%3Fq%3DAteneo%2Bde%2BManila%2Blogo&hl=en&usg=__WBnLDMSNeLDvqG5EKI6ddttmjb4=&ei=nHHNS5THMM2GkAXdptHwDw&sa=X&oi=image_result&resnum=5&ct=image&ved=0CBAQ9QEwBA

Threat of substitute products

Competitive Forces

http://rds.yahoo.com/_ylt=A0geu_AF.8xLNaEAS1lXNyoA;_ylu=X3oDMTBzMnEwcDI3BHNlYwNzYwRjb2xvA2FjMgR2dGlkA0RGRDVfODU-/SIG=1l3o74g9h/EXP=1271811205/**http%3A//images.search.yahoo.com/images/view%3Fback=http%253A%252F%252Fsearch.yahoo.com%252Fsearch%253Fei%253DUTF-8%2526p%253DCoca-cola%2526rd%253Dr1%2526meta%253Dvc%25253Dph%2526fp_ip%253Dph%26w=289%26h=289%26imgurl=www.saga.vn%252FSaga_Gallery%252FMemberUploadImage%252Fcoca-cola%25255b1%25255d.jpg%26size=13kB%26name=coca%2Bcola%2B1%2B%2Bjpg%26rcurl=http%253A%252F%252Fwww.saga.vn%252Fview.aspx%253Fid%253D7960%26rurl=http%253A%252F%252Fwww.saga.vn%252Fview.aspx%253Fid%253D7960%26p=coca-cola%26type=jpeg%26no=3%26tt=1%252C328%252C547%26oid=d5851f50ce06cf14%26tit=coca%2Bcola%2B1%2B%2Bjpg%26sigr=114osc4mo%26sigi=11vd3k8uo%26sigb=12fa2qt1c%26fr=yfp-t-701
http://rds.yahoo.com/_ylt=A0geu5Ei.8xL6GIBXWVXNyoA;_ylu=X3oDMTBzMnEwcDI3BHNlYwNzYwRjb2xvA2FjMgR2dGlkA0RGRDVfODU-/SIG=1lq24f148/EXP=1271811234/**http%3A//images.search.yahoo.com/images/view%3Fback=http%253A%252F%252Fsearch.yahoo.com%252Fsearch%253Fei%253DUTF-8%2526p%253Dpepsi%252Bcola%2526sado%253D1%2526rd%253Dr1%2526meta%253Dvc%25253Dph%2526fp_ip%253Dph%26w=1024%26h=768%26imgurl=www.bloombiz.ro%252Fassets%252Farticole%252F2008%252F10%252Fpepsi_cola.jpg%26size=199.6kB%26name=pepsi%2Bcola%2Bjpg%26rcurl=http%253A%252F%252Fwww.bloombiz.ro%252FPrint%252Fprofitul-pepsi-a-scazut%26rurl=http%253A%252F%252Fwww.bloombiz.ro%252FPrint%252Fprofitul-pepsi-a-scazut%26p=pepsi%2Bcola%26type=jpeg%26no=1%26tt=66%252C232%26oid=139b14ecea7afe38%26tit=pepsi%2Bcola%2Bjpg%26sigr=11krhj9h5%26sigi=11msghikm%26sigb=12nto9ana%26fr=yfp-t-701
http://www.delmontepacific.com/products/beverages/index.html
http://rds.yahoo.com/_ylt=A0geu5i3.8xLPiQABAxXNyoA;_ylu=X3oDMTBzMnEwcDI3BHNlYwNzYwRjb2xvA2FjMgR2dGlkA0RGRDVfODU-/SIG=1ptgc78s5/EXP=1271811383/**http%3A//images.search.yahoo.com/images/view%3Fback=http%253A%252F%252Fsearch.yahoo.com%252Fsearch%253Fei%253DUTF-8%2526p%253Dc2%252Bgreen%252Btea%252Bbottle%2526sado%253D1%2526rd%253Dr1%2526meta%253Dvc%25253Dph%2526fp_ip%253Dph%26w=300%26h=200%26imgurl=www.universalrobina.com%252Fwp-content%252Fuploads%252F2007%252F01%252F2007-c2-liter-bottles.jpg%26size=49.5kB%26name=2007%2Bc2%2Bliter%2Bbottles%2Bjpg%26rcurl=http%253A%252F%252Fwww.universalrobina.com%252F2007%252F01%252F10%252Fc2-green-tea-1-liter-for-sharing%26rurl=http%253A%252F%252Fwww.universalrobina.com%252F2007%252F01%252F10%252Fc2-green-tea-1-liter-for-sharing%26p=c2%2Bgreen%2Btea%2Bbottle%26type=jpeg%26no=1%26tt=1%26oid=f36500333ee6001e%26tit=2007%2Bc2%2Bliter%2Bbottles%2Bjpg%26sigr=12am4opm2%26sigi=12c8t4lbe%26sigb=1300ej0ld%26fr=yfp-t-701
http://www.google.com.ph/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/thumb/6/6f/Ateneo_Sesquicentennial_logo.jpg/200px-Ateneo_Sesquicentennial_logo.jpg&imgrefurl=http://en.wikipedia.org/wiki/Ateneo_de_Manila_University&h=200&w=200&sz=12&tbnid=4sAcekj17PNbvM:&tbnh=104&tbnw=104&prev=/images%3Fq%3DAteneo%2Bde%2BManila%2Blogo&hl=en&usg=__WBnLDMSNeLDvqG5EKI6ddttmjb4=&ei=nHHNS5THMM2GkAXdptHwDw&sa=X&oi=image_result&resnum=5&ct=image&ved=0CBAQ9QEwBA

Threat of buyer’s growing bargaining power

Competitive Forces

http://rds.yahoo.com/_ylt=A0geu.Uj_cxL2mcBN3tXNyoA;_ylu=X3oDMTBzMnEwcDI3BHNlYwNzYwRjb2xvA2FjMgR2dGlkA0RGRDVfODU-/SIG=1ld567b33/EXP=1271811747/**http%3A//images.search.yahoo.com/images/view%3Fback=http%253A%252F%252Fsearch.yahoo.com%252Fsearch%253Fei%253DUTF-8%2526p%253DJollibee%2526rd%253Dr1%2526meta%253Dvc%25253Dph%2526fp_ip%253Dph%26w=410%26h=435%26imgurl=en.wikipilipinas.org%252Fimages%252Ff%252Ff9%252FJollibee.png%26size=77.4kB%26name=Jollibee%2Bpng%26rcurl=http%253A%252F%252Fen.wikipilipinas.org%252Findex.php%253Ftitle%253DImage%253AJollibee.png%26rurl=http%253A%252F%252Fen.wikipilipinas.org%252Findex.php%253Ftitle%253DImage%253AJollibee.png%26p=jollibee%26type=png%26no=1%26tt=12%252C045%26oid=d30bfe59724af480%26tit=Jollibee%2Bpng%26sigr=11uaom6q9%26sigi=11djnfamr%26sigb=12e5lqe1b%26fr=yfp-t-701
http://www.google.com.ph/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/thumb/6/6f/Ateneo_Sesquicentennial_logo.jpg/200px-Ateneo_Sesquicentennial_logo.jpg&imgrefurl=http://en.wikipedia.org/wiki/Ateneo_de_Manila_University&h=200&w=200&sz=12&tbnid=4sAcekj17PNbvM:&tbnh=104&tbnw=104&prev=/images%3Fq%3DAteneo%2Bde%2BManila%2Blogo&hl=en&usg=__WBnLDMSNeLDvqG5EKI6ddttmjb4=&ei=nHHNS5THMM2GkAXdptHwDw&sa=X&oi=image_result&resnum=5&ct=image&ved=0CBAQ9QEwBA

Threat of Suppliers growing bargaining power

Competitive Forces

e.g.

e.g.

http://www.petron.com/index.asp
http://www.caltex.com/corp/en/corp.asp
http://rds.yahoo.com/_ylt=A0geusAlAc1Lzv0AN81XNyoA;_ylu=X3oDMTBzMnEwcDI3BHNlYwNzYwRjb2xvA2FjMgR2dGlkA0RGRDVfODU-/SIG=1jg2cif8c/EXP=1271812773/**http%3A//images.search.yahoo.com/images/view%3Fback=http%253A%252F%252Fsearch.yahoo.com%252Fsearch%253Fei%253DUTF-8%2526p%253DMeralco%2526rd%253Dr1%2526meta%253Dvc%25253Dph%2526fp_ip%253Dph%26w=175%26h=102%26imgurl=expo2008philippines.edublogs.org%252Ffiles%252F2008%252F05%252Fmeralco.jpg%26size=13kB%26name=meralco%2Bjpg%26rcurl=http%253A%252F%252Fexpo2008philippines.edublogs.org%252F%26rurl=http%253A%252F%252Fexpo2008philippines.edublogs.org%252F%26p=meralco%26type=jpeg%26no=2%26tt=2%252C143%26oid=1135edb612714b38%26tit=meralco%2Bjpg%26sigr=118vgo5a6%26sigi=11qfq36n2%26sigb=12di1e50u%26fr=yfp-t-701
http://www.google.com.ph/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/thumb/6/6f/Ateneo_Sesquicentennial_logo.jpg/200px-Ateneo_Sesquicentennial_logo.jpg&imgrefurl=http://en.wikipedia.org/wiki/Ateneo_de_Manila_University&h=200&w=200&sz=12&tbnid=4sAcekj17PNbvM:&tbnh=104&tbnw=104&prev=/images%3Fq%3DAteneo%2Bde%2BManila%2Blogo&hl=en&usg=__WBnLDMSNeLDvqG5EKI6ddttmjb4=&ei=nHHNS5THMM2GkAXdptHwDw&sa=X&oi=image_result&resnum=5&ct=image&ved=0CBAQ9QEwBA

Analyzing Competition

Main Competitors

Objectives Strategies

Strength & Weaknesses

http://www.google.com.ph/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/thumb/6/6f/Ateneo_Sesquicentennial_logo.jpg/200px-Ateneo_Sesquicentennial_logo.jpg&imgrefurl=http://en.wikipedia.org/wiki/Ateneo_de_Manila_University&h=200&w=200&sz=12&tbnid=4sAcekj17PNbvM:&tbnh=104&tbnw=104&prev=/images%3Fq%3DAteneo%2Bde%2BManila%2Blogo&hl=en&usg=__WBnLDMSNeLDvqG5EKI6ddttmjb4=&ei=nHHNS5THMM2GkAXdptHwDw&sa=X&oi=image_result&resnum=5&ct=image&ved=0CBAQ9QEwBA

Share of Heart

Share of Market

Share of Mind

Analyzing Competition - Variables

http://www.google.com.ph/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/thumb/6/6f/Ateneo_Sesquicentennial_logo.jpg/200px-Ateneo_Sesquicentennial_logo.jpg&imgrefurl=http://en.wikipedia.org/wiki/Ateneo_de_Manila_University&h=200&w=200&sz=12&tbnid=4sAcekj17PNbvM:&tbnh=104&tbnw=104&prev=/images%3Fq%3DAteneo%2Bde%2BManila%2Blogo&hl=en&usg=__WBnLDMSNeLDvqG5EKI6ddttmjb4=&ei=nHHNS5THMM2GkAXdptHwDw&sa=X&oi=image_result&resnum=5&ct=image&ved=0CBAQ9QEwBA

Selecting Competitors

Close vs. Distant

Strong vs. Weak

Good vs. Bad

http://www.google.com.ph/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/thumb/6/6f/Ateneo_Sesquicentennial_logo.jpg/200px-Ateneo_Sesquicentennial_logo.jpg&imgrefurl=http://en.wikipedia.org/wiki/Ateneo_de_Manila_University&h=200&w=200&sz=12&tbnid=4sAcekj17PNbvM:&tbnh=104&tbnw=104&prev=/images%3Fq%3DAteneo%2Bde%2BManila%2Blogo&hl=en&usg=__WBnLDMSNeLDvqG5EKI6ddttmjb4=&ei=nHHNS5THMM2GkAXdptHwDw&sa=X&oi=image_result&resnum=5&ct=image&ved=0CBAQ9QEwBA

Company Roles in the Market

Market FollowerMarket Nicher

Market ChallengerMarket Leader

http://www.google.com.ph/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/thumb/6/6f/Ateneo_Sesquicentennial_logo.jpg/200px-Ateneo_Sesquicentennial_logo.jpg&imgrefurl=http://en.wikipedia.org/wiki/Ateneo_de_Manila_University&h=200&w=200&sz=12&tbnid=4sAcekj17PNbvM:&tbnh=104&tbnw=104&prev=/images%3Fq%3DAteneo%2Bde%2BManila%2Blogo&hl=en&usg=__WBnLDMSNeLDvqG5EKI6ddttmjb4=&ei=nHHNS5THMM2GkAXdptHwDw&sa=X&oi=image_result&resnum=5&ct=image&ved=0CBAQ9QEwBA
http://www.google.com.ph/imgres?imgurl=http://www.seeklogo.com/images/C/colgate-logo-5559F6C026-seeklogo.com.gif&imgrefurl=http://www.seeklogo.com/tag.html%3Fq%3DALGERIA%26Sort%3DRate-Asc&h=200&w=200&sz=6&tbnid=ESAnA7td27VXyM:&tbnh=104&tbnw=104&prev=/images%3Fq%3DColgate%2Blogo&hl=en&usg=__6GaFPzvYi_G4EwjpHve0cxZDtxE=&ei=0HXNS6meM9CgkQW7wqwF&sa=X&oi=image_result&resnum=4&ct=image&ved=0CBAQ9QEwAw
http://www.google.com.ph/imgres?imgurl=http://www.unilever.com.bd/Images/closeup-logo106x106_tcm61-27836.jpg&imgrefurl=http://www.unilever.com.bd/ourbrands/personalcare/&h=106&w=106&sz=7&tbnid=QLUYDgPBW7IByM:&tbnh=84&tbnw=84&prev=/images%3Fq%3DClose%2Bup%2Btoothpaste%2Blogo&hl=en&usg=__jUAm-YE8nh-TN1a9WrZFGRAFBT4=&ei=MXbNS8L8LNGGkAXjl7QD&sa=X&oi=image_result&resnum=2&ct=image&ved=0CAgQ9QEwAQ

New Customers

More Usage – Amount, Frequency (New application,new users)

Expanding Total Market

http://www.google.com.ph/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/thumb/6/6f/Ateneo_Sesquicentennial_logo.jpg/200px-Ateneo_Sesquicentennial_logo.jpg&imgrefurl=http://en.wikipedia.org/wiki/Ateneo_de_Manila_University&h=200&w=200&sz=12&tbnid=4sAcekj17PNbvM:&tbnh=104&tbnw=104&prev=/images%3Fq%3DAteneo%2Bde%2BManila%2Blogo&hl=en&usg=__WBnLDMSNeLDvqG5EKI6ddttmjb4=&ei=nHHNS5THMM2GkAXdptHwDw&sa=X&oi=image_result&resnum=5&ct=image&ved=0CBAQ9QEwBA

The healthiest competition occurs when average people win by putting above average efforts Colin Powell

The ultimate victory in competition is derived from the inner satisfaction of knowing that you have done your best and that you have gotten the most out of what you had to give

Howard Lossel

Points to Ponder….

http://www.google.com.ph/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/thumb/6/6f/Ateneo_Sesquicentennial_logo.jpg/200px-Ateneo_Sesquicentennial_logo.jpg&imgrefurl=http://en.wikipedia.org/wiki/Ateneo_de_Manila_University&h=200&w=200&sz=12&tbnid=4sAcekj17PNbvM:&tbnh=104&tbnw=104&prev=/images%3Fq%3DAteneo%2Bde%2BManila%2Blogo&hl=en&usg=__WBnLDMSNeLDvqG5EKI6ddttmjb4=&ei=nHHNS5THMM2GkAXdptHwDw&sa=X&oi=image_result&resnum=5&ct=image&ved=0CBAQ9QEwBA

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