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