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برنامه ریزی در بازاریابی: بخش اول: Profit Potential


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:This is an analysis of the factors that could influence the potential for generating and maintaining profits over an extended period. Factors to consider include

 

 

.Potential for competitive retaliation is based on the competitors resources, commitment to the industry, cash position and predictability as well as the status of the market-

.The intensity of competitive rivalry as measured by the size and number of competitors, limitations on exiting the market, differentiation between offerings and the rapidity of market growth-

 

.The ability of the enterprise to limit suppliers bargaining power-

 

.The enterprise's ability to sustain its market position is determined by the potential for competitive imitation, resistance to inflation, ability to maintain high prices, the potential for product obsolescence and the 'learning curve' faced by the prospect-

 

.The availability of substitute solutions to the prospect's need-

 

.The prospect's bargaining power as measured by the ease of switching to an alternative, the cost to look at alternatives, the cost of the offering, the differentiation between your offering and the competition and the degree of the prospect's need-

 

.Market potential for new products considering market growth, prospect's need for your offering, the benefits of the offering, the number of barriers to immediate use, the credibility of the offering and the impact on the customer's daily operations-

 

.The freedom of the enterprise to make critical business decisions without undue influence from distributors, suppliers, unions, investors and other outside influences-

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