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Competition within Industries

Facilitation Unit 3
by

Markus Tullius

on 24 January 2015

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Transcript of Competition within Industries

free enterprise
free market economy
mercantilism
CAPITALISM
commercialism
private enterprise
Presentation Outline / Central Questions
COMPETITION
INDUSTRIES
FH Kufstein - SKVM.bbB.14

Saša Janković & Markus Huber
within
What is competition?
Group Activity
What does it take to win?
Which are the driving forces?
How does it affect economies?
com•pe•tion [ˌkɒmpɪˈtɪʃən]
(1) a situation in which people or organisations try to be more successful than other people or organisations

(2) the people or groups that are competing against you, especially in business or in a sport

(3) an organised event in which people or teams compete against each other
DEFINING
MARKETING
STRATEGIES
GROUP
ACTIVITY
Middle French
compéter
: to be in rivalry with
Late Latin
competere
: to strive in common
COMPETITION
What is
competition?
Definition of
the Term
How does it
affect economies?
Porter's
Five Forces
Analysis of Competitive Rivalry
Bargaining Power of Consumers
Threat of New Entrants
Threat of Substitute Products
Bargaining Power of Suppliers
Rivalry among Competitors
Company Owners
Customers
Your company has been around for almost as long as the moustache itself. You're the market leader, but recently, some naughty little parvenus have challenged you by making trouble on them dreaded internets. Therefore, your local retail shops are getting emptier, as customers are moving to your competitor.
Entering the market five years ago, your company experienced rapid growth, mainly fuelled by a young, bewhiskered customer pool located in cities all around the globe. Unfortunately, your market share is still single-figured, so you have to exploit new segments using your online supremacy.
Genghis Khan, Teddy Roosevelt and the German Kaiser cannot err - moustaches rule!
As the market gets more and more complex, you are having difficulties in finding the right supplier for the maintenance of your splendid piece of hairy magnificence. Companies are launching large-scale marketing campaigns, so it seems like the right time to pick a brand.
Group Setup
Tasks
Figure out a way to present your company to the costumers.

Why should they choose
your
brand?
Compile a list of your needs and wants concerning your most beloved accessory.

You'll have to choose one of the brands!
Scenario
3,2,1... GO!
Competitive Advertising
Concentration of the Industry
Rate of Market Growth
Structure of Costs
Exit Barriers
Switching Costs
Degree of Differentiation
Forging a Strategy
Goals:
choosing a market branch
developing a marketing strategy
getting a competitive advantage
Bargaining Power of Consumers
Threat of New Entrants
Threat of Substitute Products
Bargaining Power of Suppliers
Rivalry among Competitors
Tools:
SWOT-Analysis
BCG-Matrix
..... etc.
HIGH
HIGH
Example:
Automotive Industry
Revision: The 4 P's in Marketing
Product
Price
Placement
Promotion
sales pitch
public relations
direct marketing
sales promotion
advertising
Measures of
Manufacturer - Buyer
Communication
Significance in Modern Economics
Coining a Brand's Image
low switching costs
complex structure of costs
medium rate of market growth
high degree of differentiation
high concentration of the industry
high exit barriers
Crash Course World History #33
Capitalism and Socialism
1776
An Inquiry into the Nature and Causes of the Wealth of Nations
Full transcript