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COMPETITIVE STRATEGY (COMPETITORS
RESPONSE PROFILE (Assumptions, Strategy…
COMPETITIVE STRATEGY
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STRATEGY CANVAS
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Benefits:
- identify strengths and weaknesses compared to rivals
- identify unique value
- represent how the company compete with rivals
RYANAIR
Competitors: British Airway, Air Lingus
60-70% seat capacity
155 cost
208 price
Assumption to succeed:
- average cost must be lower than price
- fill the plane (asset utilization)
- no price war
- customer loyalty
- increase demand (from ferry ad train)
- unique value proposition
Ryanair: price 98, low cost strategy, Dublin-London route, 1M potential customers (train and ferry)
STRATEGIC GROUP MAP: a set of companies that compete in similar ways with similar business models pursuing similar sets of customers
- Barrier to mobility
- highlights rivals and opportunities (empty spaces)