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Competitor Analysis

This document provides strategies and tactics for companies to beat their competitors in the mobile phone market. It begins by outlining the different levels of success companies can achieve - from winner to participant. It then analyzes the top mobile phone brands in 2011 based on market share and aggressiveness. The document goes on to compare product ranges and specific phone models between Android-based Samsung and Symbian-based Nokia. It provides a template for analyzing a target competitor, outlining general strategies of defense, offense, and others, as well as specific tactics under each. Teams are assigned competitors and asked to complete a competition analysis for a 3-4 million IDR product.

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281 views40 pages

Competitor Analysis

This document provides strategies and tactics for companies to beat their competitors in the mobile phone market. It begins by outlining the different levels of success companies can achieve - from winner to participant. It then analyzes the top mobile phone brands in 2011 based on market share and aggressiveness. The document goes on to compare product ranges and specific phone models between Android-based Samsung and Symbian-based Nokia. It provides a template for analyzing a target competitor, outlining general strategies of defense, offense, and others, as well as specific tactics under each. Teams are assigned competitors and asked to complete a competition analysis for a 3-4 million IDR product.

Uploaded by

gracesonga
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Strategy & Tactics to beat your competitors

Winner

Top Ten

Follower

Participant

- Price - Market share - level of aggressiveness on the field - Consumer familiarity with the brand - Distribution / promotion, etc

August 2011

Source : Gartner 2011

Based on market share & Agressiveness

Samsung, Nokia RIM, Iphone, LG Sony Ericsson, HTC

ZTE, Huawei, Fujitsu, Motorola, Asus, Acer, Dell, Nexian Ti-phone, Cross, K-Touch, Axio, Blueberry, G-Star, HT Mobile, IMO, Mito, etc
Source : Personal Analysis

Very

rarely

we

can

attack we

all

competitors,

unless

have

unlimited resources. Then it needs to

be

carefully

considered,

which

competitors will be selected as direct competitors. Our products will

competing with direct competitors, in


the terms of price, features, packaging,

packaging,distribution, etc.

Once we choose our


direct competitors, the next step is to compare

our product range with


theirs

GENERAL COMPARISON

vs
Operating System
Product range

Android
95 mobile phones types : 1. Tablet smartphone (2 types) 2. Smartphone (15 types)

Symbian
251 mobile phones types : 1. Classic (86 types) 2. Folding ( 13 types)

3. Touch Phone (24 types)


4. QWERTY Messaging Phone (6 types) 5. Multimedia Phone (14 types) 6. Dual SIM Phone (17 types) 7. CDMA Phone (13 types) 8. Essential Phone (4 types)

3. Slide (32 types)


4. Rotate (2 types) 5. Touch Screen ( 23 types) 6. Big Screen (72 types) 7. QWERTY (23 types)

Source : samsung.com nokia.com

6 Million Rupiah

5 Million Rupiah

4 Million Rupiah

3 Million Rupiah

2 Million Rupiah

1 Million Rupiah

vs

Galaxy Pro 2,390,000 IDR

Nokia C6 2,450,000 IDR

Nokia C6-01 2,900,000 IDR


Source : SINYAL cellphone tabloid, no. 127, September 2011

vs

Samsung Galaxy Pro 2,390,000 IDR 2.8, 256K colors, QWERTY & touch screen 512 MB HSDPA 7.2 Mbps 3.15 MP 800 mhz 1350 mAh Price Display

Nokia C-6 2,450,000 IDR 3.2, 16 M colors, QWERTY & touch screen 240 MB HSDPA 3.6 Mpbs 5 MP + flash 434 mhz 1200 mAh

Memory Internet Access Camera Processor Battery

Source : SINYAL cellphone tabloid, no. 127, September 2011

Samsung GALAXY PRO promotion in Indonesia

Target
General Strategy

Defense

Offense

Others

Tactics

Tactics

Tactics

Tactics

Fix Marketing mix Segmentation & Targeting Re-positioning Re-branding, etc

Sue on court

Direct Offense
Indirect Offense Illegal activities etc

Sue on court means

your product sues specific competitor on the court, because there are some / all of your product who already patented, used by competitors without written permission from your company

Direct offense means

your products 'attack' specific competitors directly, either through several TV ads, billboards, promotional programs, etc.

Indirect offense means

our products 'attack' competitors indirectly ; it is unclear who actually attacked. The attack can be done in TV ads, billboards, or print ads, etc.

Illegal activities means

Our products commit A fraud / cheat against competitor products on the market, so the competitors lose market share / the value of competitor products diminished in the consumers mind

Blue Ocean WOW Effect BUZZ Marketing Brand Ambassador, etc

strategy to exit from the


tight & crowded competition (red ocean), and creates its

own market (blue ocean)

AHA Bakrie Telecom The 1st local company that produces android in CDMA frequency

The first international university in Indonesia that have the most students from various countries

The 1st TV Channel in Indonesia that focusing only on news

WOW Effect :

Usually used by several new products. Because the product is not yet known, the product will perform a sensational

promos, so that people will be amazed


and quickly recognize the new

product.

BUZZ Marketing :

Before launching a product, the company will release issues, rumours about the products, excellence, and several other features a few months before. This information will be transmitted through social media: mailing list, forums facebook, twitter, etc. The aim was to provoke the curiosity of the public.

Brand Ambassador :

When there is a star that suddenly becomes popular, the product can ride the popularity of the star to elevate its product to be famous too.

Target
General Strategy

Defense

Offense

Others

Tactics

Tactics

Tactics

Tactics

Create competition analysis for one of your products (for product range on 3-4 million IDR) + general strategy with offense / others tactics

Group 1 Group 2 Group 3 Group 4 Group 5 Group 6

: Nokia : Samsung : Iphone : RIM / Blackberry : Sony Erricson : ZTE

Print your assignment in MS-word format - max. 3 pages, submit today !

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