Our Strategy Race: Leg 2 - From Lisbon to Cape Town. Segmentation

Transcription

1 Our Race: Leg 2 - From Lisbon to Cape Town. Segmentation Competitive Intelligence It is time to do competitive intelligence with the purpose to create more opportunities, not to destroy the existent ones. Eleonora Escalante 1

2 THEME 2. Intra-Industry Segmentation and 1. Why an Intra-Industry Segmentation? 3. Strategic Group Industry 5. Bases for Segmenting Business and Government Markets 2. Stages in Industry Segmentation Industry 6. Summary and Conclusions 2

3 THEME 2. Intra-Industry Segmentation and Competitive Intelligence or s 3

4 THEME 2. Intra-Industry Segmentation and Competitive Intelligence or Does current performance meet current goals? What are the competitor s current goals with regard to financial profitability, market share goals or the mix of both? How are the competitors goals likely to change in the future? Tips: Analyze if the competitor is a subsidiary of a larger corporation, check the parent company. 4

5 THEME 2. Intra-Industry Segmentation and Competitive Intelligence or How is the firm competing at the present? There is a difference between intended strategy and realized strategy. Tip: Analyze company s actions, not what they say. Actions matter! 5

6 THEME 2. Intra-Industry Segmentation and Competitive Intelligence or Perceptions and assumptions are different about a competitor s strategic decisions. Theories and beliefs about an industry tend to converge within the industry. Industry Recipes may limit the ability of the firm or an entire industry in responding rationally and effectively to external change. Tip: Avoid group think. Find capable people who sees things differently and can help you to react effectively. 6

7 THEME 2. Intra-Industry Segmentation and Competitive Intelligence or & Resources This is the theme for Leg 3 from Cape Town to Melbourne. What are the principal strengths and weaknesses of the competitor? Circumspection in evaluating a competitor s capabilities is essential before embarking upon a strategy that may provoke a competitor. Detailed analysis of resources and capabilities will be developed at the next LEG 3 7

8 THEME 2. Intra-Industry Segmentation and Competitive Intelligence or,, s ing s behavior means to try to understand what strategy shifts is the competitor likely to make? a competitor s likely reactions to a proposed strategy change that our own company is initiating. competitor s behavior means to help the industry to be better, not to destroy value between competitors. 8

9 THEME 2. Intra-Industry Segmentation and Competitive Intelligence or As everything in life, competitive intelligence has to be done ethically. There are innumerable of sources in the internet. Don t steal your competitors information. There is enough data outside. Your job is to filter the data available. Use only reliable sources. An essential characteristic of successful strategists, whether corporate, military commanders, political leaders, chess players or government affair leaders, is the ability to insightfully analyze what is happening in their own industry group. The ability to analyze, forecast, predict and influence competitors. The bottom line is how can we compete all together for the best development of the industry and our people (our employees), and not with the purpose of destroying our competitors or causing damage for massive layoffs. 9

10 THEME 2. Intra-Industry Segmentation and Competitive Intelligence or Use competitive intelligence for creating good, in your industry, not for destroying your competitors. Help your own industry to evolve for the best. your own industry to be better, adapt and switch for the good with long term vision. Be a force for good. For the survival of the humanity. And remember: If we destroy our competition, we are destroying thousands of jobs which depend of competitors in the economy. 10

11 THEME 2. Intra-Industry Segmentation and Competitive Intelligence or Do not perform economic espionage. Do not perform theft of secrets. Do not realize industrial or corporate espionage. What is Economic Espionage? Title 18 U.S.C., Section 1831: Economic espionage is (1) whoever knowingly performs targeting or acquisition of trade secrets to (2) knowingly benefit any foreign government, foreign instrumentality, or foreign agent. What is Theft of Trade Secrets? Title 18 U.S.C., Section 1832: Theft of trade secrets is (1) whoever knowingly performs targeting or acquisition of trade secrets or intends to convert a trade secret to (2) knowingly benefit anyone other than the owner. Commonly referred to as industrial or corporate espionage. 11

12 Industry s THEME 2. Intra-Industry Segmentation and Let s create new doors for others. Healthy competition is good to create new opportunities for those who don t have them. briannadamra.tumblr.com 12