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Competitive Research in Telecommunications

Here are a few points I would make in response: - It's very unlikely that a new product truly has no competition. Even if it addresses a completely new need, there are usually alternative products or solutions that could potentially meet that same need. - The entrepreneur should still conduct competitive research to understand what alternative options currently exist, even if indirect, and how customers perceive those options. This provides important context for how to position their new product. - Understanding competitors' strengths and weaknesses can provide insight into opportunities for differentiation. It's hard to differentiate if you don't understand what attributes customers currently value from other offerings. - Competitive threats may emerge more quickly than expected. Knowing the competitive landscape helps anticipate how others

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Christian Steele
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40 views12 pages

Competitive Research in Telecommunications

Here are a few points I would make in response: - It's very unlikely that a new product truly has no competition. Even if it addresses a completely new need, there are usually alternative products or solutions that could potentially meet that same need. - The entrepreneur should still conduct competitive research to understand what alternative options currently exist, even if indirect, and how customers perceive those options. This provides important context for how to position their new product. - Understanding competitors' strengths and weaknesses can provide insight into opportunities for differentiation. It's hard to differentiate if you don't understand what attributes customers currently value from other offerings. - Competitive threats may emerge more quickly than expected. Knowing the competitive landscape helps anticipate how others

Uploaded by

Christian Steele
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Chapter 5

Competitive Research
Presented by- GROUP 10
Akshay Ramdass, Christian Steele, Michael Windgassen, Samantha Motieram,
Brittany Baig, Jason Mohammed, Siddiqkha Mohammed, Crystal Sifflet, Andrea
Henry, & Tyler Hyndman
Competitive research involves
identifying your competitors, evaluating
their strengths and weaknesses of their
products and services through collection
What is of primary and secondary data
resources.
Competitive Organizations can save time and money
Research ? by collecting research done by others
before gathering information on their
own.
Competitive
Criteria Framework
Digicel Bmobile
Market Share 56% 44%
Strength Regional coverage, Bmobile (1991) has been in
successfully aggressive existence longer than Digicel
marketing techniques. (2001) making them the more
Management is also focused experienced
on constant expansion and telecommunication service.
improvement.
Weakness More expensive domestic, Inferior variety of data plans
International calls and data offered in T&T
plans in T&T
Product Range of communication Range of communication
services including voice calls, services including voice calls,
SMS, cellular data, and SMS, cellular data.
Internet access and TV
Pricing (Domestic calls) $1.29 TTD per min $1.24 TTD per min
Place Present and wide distribution Only present in T&T
across the Caribbean region
Promotion Advertises via TV, social Same as Digicel
media, newspaper and
billboards
Diagram illustrates that in order to conduct competitive research must gather primary and secondary
data
Secondary Data
 This is defined as second hand data that already exist , information that was
created by others.
Some secondary data sources that can aid in analysing competitors:
 Industry Analysts- analyse overall market sizes and trends within a given
market
 Financial analysts- provide financial information on competitors. Private
firms data is limited.
 Company websites- larger companies usually upload information about their
current and future strategies.
Eg IBM they provide detail explanations of their business market
Annual Reports
 An annual report gives details about a company's activities that occurred in the preceding
year. 
 It is mostly done by public corporations and it contains information such as performance
highlights of the company, a letter from the CEO, financial information and objectives for
the future. 
 Many users such as shareholders, employees, customers and potential investors use annual
reports.
 Public companies: in order to get annual reports, one had to be a company
stockholder but they are now available on the company's website for anyone to have access
to the company's information. 
 Private companies: private companies do not sell stock to the public, so they would
not have to report their finances to the government and because of this they do not do an
annual report.
Trade and Business Publications
 Trade and business publications (journals and mazaines) can be defined as
publications containing current news, developments and products in a specific
industry or business. Trade and business publications focus on practical
information for professionals working in the field or industry.
 Example: Entrepreneurship: Entrepreneur Magazine
 Company Collateral - includes any printed material that company's use to promote or
present their services such as brochures. Collateral can communicate information about
products or services that the company provides as well as exhibiting how the company wants
to be recognized in the minds of its customers compared to their competitors. 
 Consumer Markets – refers to the transaction of services and goods from organizations to
their potential customers. These companies have brochures explaining exactly what they
have to offer.
 Business Markets - refers to the sales of either services or products by one organization to
another who in turn resells the same products or services or uses them for their own benefits.
Primary Data

 This is defined by data


collected by the
research, this is done
conducting research
through interviews etc
“My new product is so unique that it has no competition!”
How would you respond to this claim made by an entrepreneur?

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