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Nghiên cứu thị trường 1

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Consumer Research Secondary Research Secondary www.census.gov www.stat-usa.gov www.yahoo.com www.altavista.com www.lycos.com
Competitor Research Competitor Research Market Research History Audit Current Audit Competitors
Competitor Research Competitor Research Market Researching the History History history of the market market Audit Current Identifies the Competitors Competitors marketing mix and product product dimensions on which sellers have competed strong competed
Competitor Research Levels of Competition Levels Ice Beer Cream Cream Regular Juice Colas Wine Diet-Rite Diet- Cola Core Benefit Target Fast Competition: Segment Fruit Diet Food Beverages Competition: Colas Pepsi Diet Colas Product Category Diet Competition: Coke Bottled Soft Drinks Lemon Budget Water Limes Competition: Food and Entertainment Coffee Baseball Cards
Competitor Research Current and Potential Competition Current Threat through vertical Threat through vertical integration or encouraging integration or encouraging new entry new entry Threat of new entrants, including those resulting from mergers and takeovers Suppliers who work to Distributors who work to make you more Competition among make you more competitive or play you current rivals competitive or play you against your competition against your competition Substitute threats Threat through joint Threat through joint venturing if suppliers’ venturing or encouraging product/services are entry involved
Competitor Research Competitor Research Market Research Auditing current History competitors competitors Identification of Audit Current Audit rivals from which Competitors you are gaining business and to which you are losing business losing

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