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ICLA Session 7

This document discusses industry and competitive landscape analysis. It begins by summarizing key quotes from Sun Tzu's The Art of War about knowing yourself and your enemy. It then discusses the importance of understanding local markets when expanding globally. Companies should identify specific benefits their product brings and gaps in existing offerings. The basis of competition describes the most important customer determinants between products, like features or price. It is crucial to focus resources on excelling in the basis of competition, which can change over time.

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SHIVAM VARSHNEY
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41 views

ICLA Session 7

This document discusses industry and competitive landscape analysis. It begins by summarizing key quotes from Sun Tzu's The Art of War about knowing yourself and your enemy. It then discusses the importance of understanding local markets when expanding globally. Companies should identify specific benefits their product brings and gaps in existing offerings. The basis of competition describes the most important customer determinants between products, like features or price. It is crucial to focus resources on excelling in the basis of competition, which can change over time.

Uploaded by

SHIVAM VARSHNEY
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPSX, PDF, TXT or read online on Scribd
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Industry & Competitive

Landscape Analysis
Session 7
Sun Tzu’s famous quotes…1
• If you know the enemy and know yourself, you need not fear the result of a
hundred battles. If you know yourself but not the enemy, for every victory gained
you will also suffer a defeat. If you know neither the enemy nor yourself, you will
succumb in every battle.
• If your enemy is secure at all points, be prepared for him. If he is in superior
strength, evade him. If your opponent is temperamental, seek to irritate him.
Pretend to be weak, that he may grow arrogant. If he is taking his ease, give him no
rest. If his forces are united, separate them. If sovereign and subject are in accord,
put division between them. Attack him where he is unprepared, appear where you
are not expected.
• The supreme art of war is to subdue the enemy without fighting.
• Supreme excellence consists of breaking the enemy's resistance without fighting.
Sun Tzu’s famous quotes…2
• To know your Enemy, you must become your Enemy.
• The greatest victory is that which requires no battle.
• Know yourself and you will win all battles.
• When the enemy is relaxed, make them toil. When full, starve them.
When settled, make them move.
• Opportunities multiply as they are seized.
Dealing with competition in global markets…
1
• When a company enters a new market, it gains access to new
customers and revenue streams and … a new set of competitors.
• Local businesses usually have a better understanding of the market
when compared to those that do not already have a presence in that
market.
• Companies that hope to globally expand need to understand the
nuances of the local business environment and apply those learnings
to their new global operation.
Dealing with competition in global markets…
2
• When entering new foreign countries, companies need to identify the
specific benefits their product or service can bring to consumers in
the market.
• Does the company specialize in customer service, lead with innovation, or
have the lowest price?
• Is there a gap in current product or service offerings that the company’s
offerings could fill? 
Basis of competition
• The “Basis of competition” describes the collection of benefits that are the
most important determinants of a customer’s choice between different
competing products or services.
• It can be color, feature, function, style, availability or a host of other things.
• It is crucial that you know your basis of competition and then concentrate
the resources of your company into being the best in the world at whatever
that is.
• The basis of competition is not static. It will change over time as
competitors match each other in an area, making it a commodity or
because customer needs change.
Why focus on basis of competition
• Increasing volatility in market positions, which undermines assumptions about
the durability and value of scale advantage
• The ubiquity of information, which makes every business an information business
• Blurred company and industry boundaries, which reflect the new economics of
information and may require changing the unit of analysis from the company to
the multiplayer business system
• A growing concern about the social and ecological environments, which makes it
increasingly difficult for companies to consider their strategies apart from these
contexts
• Changing organizational structures, cultures, and values, which have brought
greater employee mobility but also weaker job security and lower motivation,
making it more difficult for companies to harness creativity and passion in pursuit
of advantage
Optional read
• https://www.bcg.com/publications/2009/business-unit-strategy-new-
bases-of-competitive-advantage.aspx
• https://www.strategy-business.com/article/ac00057?gko=c5f50
• https://hbr.org/2007/11/mapping-your-competitive-position - read
this in class
• https://hbr.org/1982/09/how-global-companies-win-out
• https://baremetrics.com/academy/handle-competition-in-business

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