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TOP 10 Learning Questions for

   Chapter 11: Dealing with
        Competition

        Sherrylou M. Marzo
        September 15, 2011




      http://sherryloumarzo.blogspot.com/
1. Threat of Intense Segment Rivalry
     will result to the following except:

A.    Price Wars
B.    Limited Distribution
C.    Advertising Battle
D.    New Product Intro
E.    None of the Above




               http://sherryloumarzo.blogspot.com/   2
Five Forces that Determine Market
Structure
                 Threat of
                New Entrants




                Segment Rivalry
                                        Buyer
Supplier           Industry
                  Competitors           Power
 Power



                   Threat of         Michael Porter’s
                  Substitutes           5 Forces

           http://sherryloumarzo.blogspot.com/      3
Segment is Unattractive if Threat of
Rivalry is Intense


                                 This Happens When:
                               • Fixed cost & Exit
                                  Barriers are high
            Segment Rivalry    • Competitors have high
               Industry           stakes in staying in
              Competitors         the segment
                               • Plant Capacity must
                                  be added in large
                                  increments




       http://sherryloumarzo.blogspot.com/           4
Threat of Intense Segment Rivalry will
 results to:




                  Segment Rivalry
                     Industry
                    Competitors          Advertising Battle
Price Wars




                  New Product Intro

             http://sherryloumarzo.blogspot.com/              5
1. Threat of Intense Segment Rivalry
     will result to the following except:

A.    Price Wars
B.    Limited Distribution
C.    Advertising Battle
D.    New Product Intro
E.    None of the Above




               http://sherryloumarzo.blogspot.com/   6
2. _________ to your most successful
     competitor can improve competitive
     performance

A.   Researching
B.   Competing
C.   Benchmarking
D.   Sharing
E.   Differentiating




              http://sherryloumarzo.blogspot.com/   7
Three Variables in Analyzing
   Competitors


                        Benchmarking to your most
                         successful competitor can
                           improve competitive
                               performance



Share of Market




                  http://sherryloumarzo.blogspot.com/
                   http://sherryloumarzo.blogspot.com/   8
Three Variables in Analyzing
Competitors


   % of Customers who named the
     competitor in respond to this
  statement: “Name the 1st company
 that comes to mind in this industry?”


                                         Share of Mind




           http://sherryloumarzo.blogspot.com/
            http://sherryloumarzo.blogspot.com/          9
Three Variables in Analyzing
Competitors

 % of Customers who named the competitor in respond
 to this statement: “Name the company from which you
              would prefer to buy the product




                 Share of Heart


          http://sherryloumarzo.blogspot.com/
           http://sherryloumarzo.blogspot.com/         10
Three Variables in Analyzing
   Competitors




Share of Market                                 Share of Mind




                         Share of Heart


                  http://sherryloumarzo.blogspot.com/
                   http://sherryloumarzo.blogspot.com/          11
2. _________ to your most successful
     competitor can improve competitive
     performance

A.   Researching
B.   Competing
C.   Benchmarking
D.   Sharing
E.   Differentiating




              http://sherryloumarzo.blogspot.com/   12
3. Which Statement is True?

A.   Good competitors set prices in reasonable
     relationship to price
B.   Bad competitors try to buy shares than earn
     it.
C.   Good competitors take large risks
D.   Bad competitors invest in under capacity
E.   Good competitors still upset industrial
     equilibrium

             http://sherryloumarzo.blogspot.com/   13
Selecting Competitors

                          Classes
                             of
                        Competitors


Strong vs. Weak                                 Good vs. Bad




                        Close vs. Distant


                  http://sherryloumarzo.blogspot.com/
                   http://sherryloumarzo.blogspot.com/         14
Classes of Competitors

Good competitors:      Bad Competitors:
• Play by the          • Try to buy
   industry’s rules       shares than
• They set prices         earn it.
   in reasonable       • Take large risks
   relationship to     • Invest in over-
   cost.                  capacity.
• They favor a         • Upset industrial
  healthy industry.       equilibrium            Good vs. Bad




                      http://sherryloumarzo.blogspot.com/
                       http://sherryloumarzo.blogspot.com/      15
Bad Competitors fast tracks
       everything and instead of earning its
       shares they would rather buy shares

Good competitors:      Bad Competitors:
• Play by the          • Try to buy
   industry’s rules       shares than
• They set prices         earn it.
   in reasonable       • Take large risks
   relationship to     • Invest in over-
   cost.                  capacity.
• They favor a         • Upset industrial
  healthy industry.       equilibrium            Good vs. Bad




                      http://sherryloumarzo.blogspot.com/
                       http://sherryloumarzo.blogspot.com/      16
3. Which Statement is True?

A.   Good competitors set prices in reasonable
     relationship to price
B.   Bad competitors try to buy shares than earn
     it.
C.   Good competitors take large risks
D.   Bad competitors invest in under capacity
E.   Good competitors still upset industrial
     equilibrium

             http://sherryloumarzo.blogspot.com/   17
4. Market Leaders leads other Firms in
     the following except:

A.   Price Changes
B.   New Product Intro
C.   Distribution Coverage
D.   Promotional Intensity
E.   Competitive Insights




             http://sherryloumarzo.blogspot.com/   18
Characteristics of a Market
Leaders



                   • The firm with the
                     largest market share.




     http://sherryloumarzo.blogspot.com/
      http://sherryloumarzo.blogspot.com/    19
Characteristics of a Market
 Leaders



                        Market
 Price Changes                            Distribution Coverage
                        Leaders
                      Leads other
                        Firms in



New Product Intro                         Promotional Intensity

             http://sherryloumarzo.blogspot.com/
              http://sherryloumarzo.blogspot.com/           20
4. Market Leaders leads other Firms in
     the following except:

A.   Price Changes
B.   New Product Intro
C.   Distribution Coverage
D.   Promotional Intensity
E.   Competitive Insights




             http://sherryloumarzo.blogspot.com/   21
5. _________ is an attempt to capture a
     wide slice of enemy’s territory through
     a blitz.

A.   Encircle Attack
B.   Flank Attack
C.   Frontal Attack
D.   Bypass Attack
E.   Guerrilla Warfare Attack




             http://sherryloumarzo.blogspot.com/   22
General Attack Strategies

  Frontal Attack                       Flank Attack




Encirclement Attack                    Bypass Attack



                   Guerrilla Warfare


             http://sherryloumarzo.blogspot.com/
              http://sherryloumarzo.blogspot.com/      23
General Attack Strategies

                        • Matches the opponent’s
  Frontal Attack
                          product, advertising, price,
                          distribution
                                                   distribution
            Advertisement


Product                              Price




            http://sherryloumarzo.blogspot.com/
             http://sherryloumarzo.blogspot.com/            24
General Attack Strategies

                       • An Enemy’s weak spots are
Flank Attack             natural targets




        Weak Spot


           http://sherryloumarzo.blogspot.com/
            http://sherryloumarzo.blogspot.com/      25
General Attack Strategies

                             • An attempt to capture a
Encirclement Attack            wide slice of enemy’s
                               territory through a blitz.




                      To capture a slice

              http://sherryloumarzo.blogspot.com/
               http://sherryloumarzo.blogspot.com/          26
General Attack Strategies

                            • Bypassing the enemy
Bypass Attack
                              altogether and attacking
                              easier markets to broaden
                              the firm’s resource base.




                http://sherryloumarzo.blogspot.com/
                 http://sherryloumarzo.blogspot.com/      27
General Attack Strategies
                        • Consists of waging small,
Guerilla Warfare          intermittent, attacks to harass
                          and demoralize the opponent
                          & eventually secure permanent
                          footholds.




               http://sherryloumarzo.blogspot.com/
                http://sherryloumarzo.blogspot.com/     28
Encircle Attack usually gets a
   portion of its competitors
   share

  Frontal Attack                       Flank Attack




Encirclement Attack                    Bypass Attack



                   Guerrilla Warfare


             http://sherryloumarzo.blogspot.com/
              http://sherryloumarzo.blogspot.com/      29
5. _________ is an attempt to capture a
     wide slice of enemy’s territory through
     a blitz.

A.   Encircle Attack
B.   Flank Attack
C.   Frontal Attack
D.   Bypass Attack
E.   Guerrilla Warfare Attack




             http://sherryloumarzo.blogspot.com/   30
6. Samurai Energy Drink to Cobra
     Energy Drink is an example of what kind
     of Market Follower Strategy?
A.   Cloner
B.   Imitator
C.   Adapter
D.   Innovator
E.   Counterfeiter




             http://sherryloumarzo.blogspot.com/   31
Market Follower Strategies




Counterfeiter                               Imitator




                                               Adapter

  Cloner
                http://sherryloumarzo.blogspot.com/
                 http://sherryloumarzo.blogspot.com/     32
Market Follower Strategies


                        • Duplicates the leader’s product
                          and packages and sells it on
                          the black market or through
                          disreputable dealers

Counterfeiter




                http://sherryloumarzo.blogspot.com/
                 http://sherryloumarzo.blogspot.com/        33
Market Follower Strategies


                      • Emulates the leader’s
                        products, name, and
                    packaging with slight variation


Cloner




         http://sherryloumarzo.blogspot.com/
          http://sherryloumarzo.blogspot.com/         34
Market Follower Strategies


                   • Copies some things from the
                         leader but maintains
                      differentiation in terms of
                    packaging, advertising, pricing,
                              or location.

 Imitator




            http://sherryloumarzo.blogspot.com/
             http://sherryloumarzo.blogspot.com/       35
Market Follower Strategies


                     • Takes the leader’s products
                      and adapts or improves them



 Adapter




           http://sherryloumarzo.blogspot.com/
            http://sherryloumarzo.blogspot.com/      36
Samurai Energy Drink as an
   Imitator to Cobra Energy Drink



                                     • Copied the packaging,
                                        color, and size but is
                                       price a little lower than
                                                 Cobra


Samurai Energy      Cobra Energy
    Drink              Drink


                 http://sherryloumarzo.blogspot.com/
                  http://sherryloumarzo.blogspot.com/         37
6. A Market Follower Strategy that
     duplicates the leader’s product and
     packages and sells it on the black
     market or through disreputable dealers
A.   Cloner
B.   Imitator
C.   Adapter
D.   Innovator
E.   Counterfeiter




             http://sherryloumarzo.blogspot.com/   38
7. The following are Asia Brewery’s
     Absolute Distilled Water Competitors
     Based on Industry Point of View except?
A.   Coca Cola Philippines
B.   Philippine Spring Water
C.   Pepsi Cola Philippines
D.   Universal Robina Corporation
E.   Nestle Philippines




             http://sherryloumarzo.blogspot.com/   39
Identifying Competitors
                         Competition



                                            Industry is a group
                                            of firms that offer a
                                             product or class of
                                              products that are
                                            close substitutes for
                                                 one another.
From Industry




                http://sherryloumarzo.blogspot.com/
                 http://sherryloumarzo.blogspot.com/            40
Identifying Competitors
                         Competition




From Industry                             From market point of view

  Using the market approach, competitors are companies that
               satisfy the same customer need.

                http://sherryloumarzo.blogspot.com/
                 http://sherryloumarzo.blogspot.com/          41
All of these competitors belongs to the
     Beverage Industry. Nestle Phil does
     not belong to the beverage category



                                                         Pepsi Cola
                                                         Philippines
Coca Cola Philippines




                  http://sherryloumarzo.blogspot.com/
                   http://sherryloumarzo.blogspot.com/            42
7. The following are Asia Brewery’s
     Absolute Distilled Water Competitors
     Based on Industry Point of View except?
A.   Coca Cola Philippines
B.   Philippine Spring Water
C.   Pepsi Cola Philippines
D.   Universal Robina Corporation
E.   Nestle Philippines




             http://sherryloumarzo.blogspot.com/   43
8. Intensive advertising promotion of
     Absolute Distilled Water is an example
     of what kind of strategy?
A.   Specific Attack Strategy
B.   General Attack Strategy
C.   Market Nicher Strategy
D.   Market Follower Strategy
E.   Competitive Strategy




             http://sherryloumarzo.blogspot.com/   44
Specific Attack Strategies

  Price Discounts
                                 Product Proliferation



             Lower- Priced Goods




Value- Priced Goods                                      Prestige Goods



                    http://sherryloumarzo.blogspot.com/
                     http://sherryloumarzo.blogspot.com/              45
Specific Attack Strategies
                                            Distribution Innovation
Product Innovation




 Improved Services
                       Manufacturing Cost
                                              Intensive advertising
                          Reduction
                                                   promotion




                 http://sherryloumarzo.blogspot.com/
                  http://sherryloumarzo.blogspot.com/             46
Specific Attack Strategies of Absolute
   Distilled Water
                                              Price Discounts
Value- Priced Goods




      Intensive
     advertising
     promotion



               http://sherryloumarzo.blogspot.com/
                http://sherryloumarzo.blogspot.com/             47
8. Intensive advertising promotion of
     Absolute Distilled Water is an example
     of what kind of strategy?
A.   Specific Attack Strategy
B.   General Attack Strategy
C.   Market Nicher Strategy
D.   Market Follower Strategy
E.   Competitive Strategy




             http://sherryloumarzo.blogspot.com/   48
9. Which of the following is an example
     of a close competitor to Asia Brewery’s
     Cobra Energy Drink?
A.   Pepsi’s Gatorade
B.   Coca Cola’s Royal True Orange
C.   URC’s C2
D.   Pepsi’s Sting
E.   Wilkin’s Distilled Water




             http://sherryloumarzo.blogspot.com/   49
Selecting Competitors

                          Classes
                             of
                        Competitors


Strong vs. Weak                                 Good vs. Bad




                        Close vs. Distant


                  http://sherryloumarzo.blogspot.com/
                   http://sherryloumarzo.blogspot.com/         50
Classes of Competitors

• Most companies compete with the competitors
  that resemble them the most.

• But one should    still   identify   their   distant
  competitors.




               Close vs. Distant


         http://sherryloumarzo.blogspot.com/
          http://sherryloumarzo.blogspot.com/            51
Both Cobra and Sting are close
   competitors because they belong
   the Energy Drink Category
      Close                                    Distant




Sting (Energy Drink)                     Gatorade (Sports Drink)




                http://sherryloumarzo.blogspot.com/
                 http://sherryloumarzo.blogspot.com/          52
Market Follower Strategies




Counterfeiter                               Imitator




                                               Adapter

  Cloner
                http://sherryloumarzo.blogspot.com/
                 http://sherryloumarzo.blogspot.com/     53
Market Follower Strategies




Counterfeiter                               Imitator




                                               Adapter

  Cloner
                http://sherryloumarzo.blogspot.com/
                 http://sherryloumarzo.blogspot.com/     54
Market Follower Strategies




Counterfeiter                               Imitator




                                               Adapter

  Cloner
                http://sherryloumarzo.blogspot.com/
                 http://sherryloumarzo.blogspot.com/     55
Market Follower Strategies




Counterfeiter                               Imitator




                                               Adapter

  Cloner
                http://sherryloumarzo.blogspot.com/
                 http://sherryloumarzo.blogspot.com/     56
9. Which of the following is an example
     of a close competitor to Asia Brewery’s
     Cobra Energy Drink?
A.   Pepsi’s Gatorade
B.   Coca Cola’s Royal True Orange
C.   URC’s C2
D.   Pepsi’s Sting
E.   Wilkin’s Distilled Water




             http://sherryloumarzo.blogspot.com/   57
10. Which of the following is True
A.   Market Follower defines growth path and invite
     competitive retaliation
B.   Market Follower usually keeps manufacturing costs
     low
C.   Market Follower bring distinction to its competitors
D.   Market Follower do not imitate the leader but only
     improves the product
E.   Market Follower has gained ground or even
     overtaken the leaders

               http://sherryloumarzo.blogspot.com/    58
Other Competitive Strategies




                        Market
                       Followers
                                                     Market
  Market                                             Nichers
Challengers




              http://sherryloumarzo.blogspot.com/
               http://sherryloumarzo.blogspot.com/             59
Other Competitive Strategies

                  • They have gained ground or even
                    overtaken the leader.

                  • They have high aspirations

                  • They leverage their resources
  Market
Challengers




              http://sherryloumarzo.blogspot.com/
               http://sherryloumarzo.blogspot.com/    60
Other Competitive Strategies

                 • They usually imitate the leader by
 Market            improving the product.
Followers
                 • They bring distinction to its target
                   market

                 • They usually keep manufacturing
                   costs low & its product quality and
                   services high.

                 • They define growth path but does
                   not invite competitive retaliation

            http://sherryloumarzo.blogspot.com/
             http://sherryloumarzo.blogspot.com/          61
Other Competitive Strategies

               • They are the leader in the small
                 markets.

               • They avoid competing with larger
                 firms


Market
Nichers




          http://sherryloumarzo.blogspot.com/
           http://sherryloumarzo.blogspot.com/      62
They have a low manufacturing
cost so that they can easily follow
the market leader

                 • They usually imitate the leader by
 Market            improving the product.
Followers
                 • They bring distinction to its target
                   market

                 • They usually keep manufacturing
                   costs low & its product quality and
                   services high.

                 • They define growth path but does
                   not invite competitive retaliation

            http://sherryloumarzo.blogspot.com/
             http://sherryloumarzo.blogspot.com/          63
10. Which of the following is True
A.   Market Follower defines growth path and invite
     competitive retaliation
B.   Market Follower usually keeps manufacturing costs
     low
C.   Market Follower bring distinction to its competitors
D.   Market Follower do not imitate the leader but only
     improves the product
E.   Market Follower has gained ground or even
     overtaken the leaders

               http://sherryloumarzo.blogspot.com/    64
TOP 10 Learning Questions for

   Chapter 11: Dealing with
        Competition

        Sherrylou M. Marzo
        September 15, 2011




      http://sherryloumarzo.blogspot.com/

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Ch11 Dealing with Competition Concept Questions

  • 1. TOP 10 Learning Questions for Chapter 11: Dealing with Competition Sherrylou M. Marzo September 15, 2011 http://sherryloumarzo.blogspot.com/
  • 2. 1. Threat of Intense Segment Rivalry will result to the following except: A. Price Wars B. Limited Distribution C. Advertising Battle D. New Product Intro E. None of the Above http://sherryloumarzo.blogspot.com/ 2
  • 3. Five Forces that Determine Market Structure Threat of New Entrants Segment Rivalry Buyer Supplier Industry Competitors Power Power Threat of Michael Porter’s Substitutes 5 Forces http://sherryloumarzo.blogspot.com/ 3
  • 4. Segment is Unattractive if Threat of Rivalry is Intense This Happens When: • Fixed cost & Exit Barriers are high Segment Rivalry • Competitors have high Industry stakes in staying in Competitors the segment • Plant Capacity must be added in large increments http://sherryloumarzo.blogspot.com/ 4
  • 5. Threat of Intense Segment Rivalry will results to: Segment Rivalry Industry Competitors Advertising Battle Price Wars New Product Intro http://sherryloumarzo.blogspot.com/ 5
  • 6. 1. Threat of Intense Segment Rivalry will result to the following except: A. Price Wars B. Limited Distribution C. Advertising Battle D. New Product Intro E. None of the Above http://sherryloumarzo.blogspot.com/ 6
  • 7. 2. _________ to your most successful competitor can improve competitive performance A. Researching B. Competing C. Benchmarking D. Sharing E. Differentiating http://sherryloumarzo.blogspot.com/ 7
  • 8. Three Variables in Analyzing Competitors Benchmarking to your most successful competitor can improve competitive performance Share of Market http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 8
  • 9. Three Variables in Analyzing Competitors % of Customers who named the competitor in respond to this statement: “Name the 1st company that comes to mind in this industry?” Share of Mind http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 9
  • 10. Three Variables in Analyzing Competitors % of Customers who named the competitor in respond to this statement: “Name the company from which you would prefer to buy the product Share of Heart http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 10
  • 11. Three Variables in Analyzing Competitors Share of Market Share of Mind Share of Heart http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 11
  • 12. 2. _________ to your most successful competitor can improve competitive performance A. Researching B. Competing C. Benchmarking D. Sharing E. Differentiating http://sherryloumarzo.blogspot.com/ 12
  • 13. 3. Which Statement is True? A. Good competitors set prices in reasonable relationship to price B. Bad competitors try to buy shares than earn it. C. Good competitors take large risks D. Bad competitors invest in under capacity E. Good competitors still upset industrial equilibrium http://sherryloumarzo.blogspot.com/ 13
  • 14. Selecting Competitors Classes of Competitors Strong vs. Weak Good vs. Bad Close vs. Distant http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 14
  • 15. Classes of Competitors Good competitors: Bad Competitors: • Play by the • Try to buy industry’s rules shares than • They set prices earn it. in reasonable • Take large risks relationship to • Invest in over- cost. capacity. • They favor a • Upset industrial healthy industry. equilibrium Good vs. Bad http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 15
  • 16. Bad Competitors fast tracks everything and instead of earning its shares they would rather buy shares Good competitors: Bad Competitors: • Play by the • Try to buy industry’s rules shares than • They set prices earn it. in reasonable • Take large risks relationship to • Invest in over- cost. capacity. • They favor a • Upset industrial healthy industry. equilibrium Good vs. Bad http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 16
  • 17. 3. Which Statement is True? A. Good competitors set prices in reasonable relationship to price B. Bad competitors try to buy shares than earn it. C. Good competitors take large risks D. Bad competitors invest in under capacity E. Good competitors still upset industrial equilibrium http://sherryloumarzo.blogspot.com/ 17
  • 18. 4. Market Leaders leads other Firms in the following except: A. Price Changes B. New Product Intro C. Distribution Coverage D. Promotional Intensity E. Competitive Insights http://sherryloumarzo.blogspot.com/ 18
  • 19. Characteristics of a Market Leaders • The firm with the largest market share. http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 19
  • 20. Characteristics of a Market Leaders Market Price Changes Distribution Coverage Leaders Leads other Firms in New Product Intro Promotional Intensity http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 20
  • 21. 4. Market Leaders leads other Firms in the following except: A. Price Changes B. New Product Intro C. Distribution Coverage D. Promotional Intensity E. Competitive Insights http://sherryloumarzo.blogspot.com/ 21
  • 22. 5. _________ is an attempt to capture a wide slice of enemy’s territory through a blitz. A. Encircle Attack B. Flank Attack C. Frontal Attack D. Bypass Attack E. Guerrilla Warfare Attack http://sherryloumarzo.blogspot.com/ 22
  • 23. General Attack Strategies Frontal Attack Flank Attack Encirclement Attack Bypass Attack Guerrilla Warfare http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 23
  • 24. General Attack Strategies • Matches the opponent’s Frontal Attack product, advertising, price, distribution distribution Advertisement Product Price http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 24
  • 25. General Attack Strategies • An Enemy’s weak spots are Flank Attack natural targets Weak Spot http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 25
  • 26. General Attack Strategies • An attempt to capture a Encirclement Attack wide slice of enemy’s territory through a blitz. To capture a slice http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 26
  • 27. General Attack Strategies • Bypassing the enemy Bypass Attack altogether and attacking easier markets to broaden the firm’s resource base. http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 27
  • 28. General Attack Strategies • Consists of waging small, Guerilla Warfare intermittent, attacks to harass and demoralize the opponent & eventually secure permanent footholds. http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 28
  • 29. Encircle Attack usually gets a portion of its competitors share Frontal Attack Flank Attack Encirclement Attack Bypass Attack Guerrilla Warfare http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 29
  • 30. 5. _________ is an attempt to capture a wide slice of enemy’s territory through a blitz. A. Encircle Attack B. Flank Attack C. Frontal Attack D. Bypass Attack E. Guerrilla Warfare Attack http://sherryloumarzo.blogspot.com/ 30
  • 31. 6. Samurai Energy Drink to Cobra Energy Drink is an example of what kind of Market Follower Strategy? A. Cloner B. Imitator C. Adapter D. Innovator E. Counterfeiter http://sherryloumarzo.blogspot.com/ 31
  • 32. Market Follower Strategies Counterfeiter Imitator Adapter Cloner http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 32
  • 33. Market Follower Strategies • Duplicates the leader’s product and packages and sells it on the black market or through disreputable dealers Counterfeiter http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 33
  • 34. Market Follower Strategies • Emulates the leader’s products, name, and packaging with slight variation Cloner http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 34
  • 35. Market Follower Strategies • Copies some things from the leader but maintains differentiation in terms of packaging, advertising, pricing, or location. Imitator http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 35
  • 36. Market Follower Strategies • Takes the leader’s products and adapts or improves them Adapter http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 36
  • 37. Samurai Energy Drink as an Imitator to Cobra Energy Drink • Copied the packaging, color, and size but is price a little lower than Cobra Samurai Energy Cobra Energy Drink Drink http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 37
  • 38. 6. A Market Follower Strategy that duplicates the leader’s product and packages and sells it on the black market or through disreputable dealers A. Cloner B. Imitator C. Adapter D. Innovator E. Counterfeiter http://sherryloumarzo.blogspot.com/ 38
  • 39. 7. The following are Asia Brewery’s Absolute Distilled Water Competitors Based on Industry Point of View except? A. Coca Cola Philippines B. Philippine Spring Water C. Pepsi Cola Philippines D. Universal Robina Corporation E. Nestle Philippines http://sherryloumarzo.blogspot.com/ 39
  • 40. Identifying Competitors Competition Industry is a group of firms that offer a product or class of products that are close substitutes for one another. From Industry http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 40
  • 41. Identifying Competitors Competition From Industry From market point of view Using the market approach, competitors are companies that satisfy the same customer need. http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 41
  • 42. All of these competitors belongs to the Beverage Industry. Nestle Phil does not belong to the beverage category Pepsi Cola Philippines Coca Cola Philippines http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 42
  • 43. 7. The following are Asia Brewery’s Absolute Distilled Water Competitors Based on Industry Point of View except? A. Coca Cola Philippines B. Philippine Spring Water C. Pepsi Cola Philippines D. Universal Robina Corporation E. Nestle Philippines http://sherryloumarzo.blogspot.com/ 43
  • 44. 8. Intensive advertising promotion of Absolute Distilled Water is an example of what kind of strategy? A. Specific Attack Strategy B. General Attack Strategy C. Market Nicher Strategy D. Market Follower Strategy E. Competitive Strategy http://sherryloumarzo.blogspot.com/ 44
  • 45. Specific Attack Strategies Price Discounts Product Proliferation Lower- Priced Goods Value- Priced Goods Prestige Goods http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 45
  • 46. Specific Attack Strategies Distribution Innovation Product Innovation Improved Services Manufacturing Cost Intensive advertising Reduction promotion http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 46
  • 47. Specific Attack Strategies of Absolute Distilled Water Price Discounts Value- Priced Goods Intensive advertising promotion http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 47
  • 48. 8. Intensive advertising promotion of Absolute Distilled Water is an example of what kind of strategy? A. Specific Attack Strategy B. General Attack Strategy C. Market Nicher Strategy D. Market Follower Strategy E. Competitive Strategy http://sherryloumarzo.blogspot.com/ 48
  • 49. 9. Which of the following is an example of a close competitor to Asia Brewery’s Cobra Energy Drink? A. Pepsi’s Gatorade B. Coca Cola’s Royal True Orange C. URC’s C2 D. Pepsi’s Sting E. Wilkin’s Distilled Water http://sherryloumarzo.blogspot.com/ 49
  • 50. Selecting Competitors Classes of Competitors Strong vs. Weak Good vs. Bad Close vs. Distant http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 50
  • 51. Classes of Competitors • Most companies compete with the competitors that resemble them the most. • But one should still identify their distant competitors. Close vs. Distant http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 51
  • 52. Both Cobra and Sting are close competitors because they belong the Energy Drink Category Close Distant Sting (Energy Drink) Gatorade (Sports Drink) http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 52
  • 53. Market Follower Strategies Counterfeiter Imitator Adapter Cloner http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 53
  • 54. Market Follower Strategies Counterfeiter Imitator Adapter Cloner http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 54
  • 55. Market Follower Strategies Counterfeiter Imitator Adapter Cloner http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 55
  • 56. Market Follower Strategies Counterfeiter Imitator Adapter Cloner http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 56
  • 57. 9. Which of the following is an example of a close competitor to Asia Brewery’s Cobra Energy Drink? A. Pepsi’s Gatorade B. Coca Cola’s Royal True Orange C. URC’s C2 D. Pepsi’s Sting E. Wilkin’s Distilled Water http://sherryloumarzo.blogspot.com/ 57
  • 58. 10. Which of the following is True A. Market Follower defines growth path and invite competitive retaliation B. Market Follower usually keeps manufacturing costs low C. Market Follower bring distinction to its competitors D. Market Follower do not imitate the leader but only improves the product E. Market Follower has gained ground or even overtaken the leaders http://sherryloumarzo.blogspot.com/ 58
  • 59. Other Competitive Strategies Market Followers Market Market Nichers Challengers http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 59
  • 60. Other Competitive Strategies • They have gained ground or even overtaken the leader. • They have high aspirations • They leverage their resources Market Challengers http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 60
  • 61. Other Competitive Strategies • They usually imitate the leader by Market improving the product. Followers • They bring distinction to its target market • They usually keep manufacturing costs low & its product quality and services high. • They define growth path but does not invite competitive retaliation http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 61
  • 62. Other Competitive Strategies • They are the leader in the small markets. • They avoid competing with larger firms Market Nichers http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 62
  • 63. They have a low manufacturing cost so that they can easily follow the market leader • They usually imitate the leader by Market improving the product. Followers • They bring distinction to its target market • They usually keep manufacturing costs low & its product quality and services high. • They define growth path but does not invite competitive retaliation http://sherryloumarzo.blogspot.com/ http://sherryloumarzo.blogspot.com/ 63
  • 64. 10. Which of the following is True A. Market Follower defines growth path and invite competitive retaliation B. Market Follower usually keeps manufacturing costs low C. Market Follower bring distinction to its competitors D. Market Follower do not imitate the leader but only improves the product E. Market Follower has gained ground or even overtaken the leaders http://sherryloumarzo.blogspot.com/ 64
  • 65. TOP 10 Learning Questions for Chapter 11: Dealing with Competition Sherrylou M. Marzo September 15, 2011 http://sherryloumarzo.blogspot.com/