Tržní signál

Přehled

Therefore,discoveringandaccuratelyidentifyingmarketsignalsiscrucialtoformulatingacompetitivestrategy.

Findingsignalsfromcompetitors’behaviorisaneffectivesupplementtocompetitoranalysis.Knowledgeofmarketsignalsisalsoessentialforeffectivecompetitivebehavior.Theprerequisiteforaccuratelydecipheringmarketsignalsistoconductbasiccompetitoranalysis,thatis,tounderstandthecompetitor'sfuturegoals,assumptionsaboutthemarketanditsown,currentstrategiesandcapabilities.Asthesecondstepofcompetitoranalysis,thediscoveryofmarketsignalsisbasedontheanalysisandcomparisonofthecompetitor'sknownsituationandtheirbehaviorandmakingakeenjudgment.Theinsighttodecipherthesignalisbasedontheconstantcomparisonbetweenthebehaviorofthecompetitorandtheanalysisofthecompetitor'ssituation.

Identifikace

Thebasicfunctionsofmarketsignalsaretwofold:theymaybetrueindicationsofcompetitors'motives,intentions,andgoals;theymayalsobebluffs.Theso-calledbluffisasignaldesignedbycompetitorstomisleadothercompaniestotakeornottakecertainactionsfortheirowninterests.Distinguishingbetweentrueandfalsesignalsoftenrequireskeenjudgment.

Therearemanyformsofmarketsignals,andwhichformismainlybasedonfactorssuchasthebehaviorofspecificcompetitorsandthemediaused.Inordertodiscussthedifferentsignalforms,itisimportanttoindicatewhichofthemareusedasfalsesignalsandhowfalseandrealsignalsaredistinguished.

Následuje několik důležitých forem tržních signálů:

Předběžné oznámení o akci

Theform,nature,andtimingofadvanceannouncementItisapowerfulsignal.Advanceannouncementisaformalinformationtransmissionmethodusedbyacompetitortoindicatethatitmayormaynottakecertainactions,suchasbuildingfactories,changingprices,etc.Anadvanceannouncementdoesnotguaranteethattherewillbeaction;anannouncementmaybeannouncedbutnotimplemented,thereasonmaybethatitisnotplannedtobeimplementedatall,oritmaybecancelledlater.Thisdeclaredfeaturemakesitmorevaluableasasignal,whichwillbediscussedlater.Generallyspeaking,advanceannouncementsmayhaveseveralnon-exclusivesignalfunctions.

Firstofall,itmayindicateacertainactionintentiontopreemptcompetitorstooccupyacertainposition.Forexample,ifacompetitorannouncesamajornewcapabilitythatmaysatisfyalltheexpectedindustrialgrowthneeds,thecompanymaybetryingtopersuadeothercompaniesnottoaddmorecapabilities,becausethatwillleadtoovercapacity.AnotherexampleofIBM’stypicalpracticeisthatacompetitorcanannounceanewproductthatisnotreadytogoonthemarket,sothatthebuyerwaitstobuyitsnewproduct,anddoesnotpurchaseothercompanies’productsbeforethenewproductisonthemarket.AnotherexampleisBerkey,whichhasinvokedantitrustlawsagainstKodakbecauseEastmanKodakwaslongbeforesomenewcameraswereputintoproduction.Itrevealedthesituationofsomenewproductstopreventthesalesofitscompetitors'products.

Second,announcementsmaybeathreatifacompetitorinsistsonimplementingitspredeterminedplan.IfcompanyAlearnsofcompanyB'sintentiontoreducethepricesofcertainproductsinitsproductseries(orcompanyBannouncessuchanintention),companyAmayalsoannounceapricereduction,andthepricereductionismuchlargerthancompanyB.ThismaypreventcompanyBfromimplementingpricereductionmeasures,becauseBknowsthatAisdissatisfiedwiththelowerpriceandisreadytoengageinapricewar.

Thirdly,theannouncementmaybeatestoftheopinionsofcompetitors.Thisistousethefeaturethattheannouncementisnotnecessarytoimplement.Forexample,companyAmayannounceanewwarrantyplanandobservethereactionsofothercompanies.Iftheresponseisnotunexpected,companyAwillimplementthenewplanasplanned.IfacompetitorsendsoutanunpleasantsignalorannouncesawarrantyplanthatisdifferentfromA,thenAmaywithdrawthechangeintheplanorannouncearevisedplantosuititscompetitors.

Theaboveseriesofactivitiesmeansthefourthtypeofroleannounced,whichisrelatedtoitsthreateningrole.Announcementcanbeatoolforexpressinghappyandunhappymessagesinaconstantlyevolvingcompetitiveenvironment.Announcinganactionconsistentwithacompetitormeanshappiness,whileannouncingapunitiveactionoranactionthatisverydifferentfromthecompetitormeansunhappy.

Thefifthdeclaredfunction,whichisalsoacommonfunction,istoserveasapacifyingsteptominimizethestimulustoothercompaniesfromtheupcomingstrategicadjustments.Thisannouncementisanattempttoavoidaseriesofunfavorablerevengeactionsandwarstriggeredbystrategicadjustments.Forexample,companyAbelievesthatthepricelevelofitsindustryshouldbeadjusteddownwards.AnnouncingthisactioninadvanceandexplainingitwithspecificcostchangescanavoidmakingcompanyBconsiderthispricechangeasanaggressiveactionintermsofmarketshareandthereforetakesomepowerfulretaliation.Whenthenecessarystrategicadjustmentsarenotaggressive,thedeclaredeffectisverycommonlyused.However,thisannouncementcanalsobeusedtoparalyzecompetitorstomakethemfeelsafe,inordertohelpthecompanytotakeaction,thisisoneofmanyexamplesofmarketsignalscanbeusedasa"double-edgedsword."

Thesixthfunctionannouncedistoavoidcostlysimultaneousactionsinareassuchascapacityincrease,becausemanynewfactoriesmaycauseovercapacity.Anenterprisemayannounceanexpansionplaninadvancetohelpcompetitorsplanitsexpansionlater,sothattheexcesscapacitycanbeminimized.Thefinalfunctionoftheannouncementistosendinformationtofinancialinstitutionsinordertoachievethepurposeofincreasingstockpricesorimprovingcorporatereputation.Thisapproachmeansthatcompanies,drivenbyacertainpublicrelationsmotive,trytomaketheirownsituationpublicasmuchaspossible.Butthiskindofpublicitymaycausetroublebypassinginappropriateinformationtocompetitors.

Announcementscansometimesbeusedtounifyinternalsupportforanaction.Announcinganactionpubliclymayeliminateinternaldisputesaboutthecompany'sintentions.Announcementoffinancialgoalsalsooccasionallyplaysaroleinreunifyinginternalsupport.

Throughtheabovediscussion,itcanbefoundthatbeforeanymaterialresourcesareconsumed,afull-scalecompetitivebattlehasalreadybeenannouncedthroughtheannouncement.Thedeclaratorywarbetweencomputermemorymanufacturersanditsresultsareanexampleofthissituation.TexasInstrumentsannouncedthepriceofarandommemorydevicethatwasputintoproductiontwoyearslater.Oneweeklater,BOwmarannouncedalowerprice.Threeweekslater,Motorolaannouncedahigherpricethantheabovetwo.Thecompany'slowerprices.Afteranothertwoweeks,TexasInstrumentsannouncedapricethatwasonlyhalfofMotorola'sprice,soothercompaniesdecidednottoproducethisproduct.Inthisway,TexasInstrumentswonthebattlebeforemostoftheinvestmentwasimplemented..Similarly,usingannouncementsbackandforthmaydeterminethemagnitudeofpricechangesorcauseanewcompetitortoreducetheirplanswithoutactuallydisruptingthemarketorriskingabattletochangeorwithdrawtheplan.

Itisveryimportanttocorrectlydistinguishwhetherapre-declarationisapreemptiveactionoracomfortingbehavior.Thestartingpointformakingthisdistinctionistoanalyzewhethercompetitorscangetlong-termbenefitsfrompreemptiveactions.Ifthereissuchalong-termbenefit,itismostlikelyapreemptiveaction.Ifpreemptiveactionisoflittlebenefittothecompetitor,or,foritsownbenefit,thecompetitormaydobetterbysurprisingactions,thentheannouncementmaybeacomfortingsignal.Knowingtheabilityofacompetitor,anactionrevealedbyitsdeclarationwillcausemuchlessdamagetootherenterprisesthanifitwerenotdeclared,suchadeclarationcangenerallyberegardedasanactofcomfort.Anothercluetothecompetitor’smotivationisrelativetothetimingoftheannouncementofspecificactions.Theannouncementisfarbeforetheaction,itislikelytobeacomfortsignal,andsoon.Butitisverydifficulttofullyexplainthelaws.

Announcementscanbedeceptive,becauseannouncementsarenotalwaysexecuted.Asmentionedabove,adeclarationmaybeawaytoexpressacompany’sintentions.Inthisway,itthreatensothercompaniestocancelacertainaction,weakenacertainaction,ornotinitiateacertainactionfirst.Forexample,inordertogetcompetitorstocancelplanstoincreasecapacity,acompanyalsoannouncedaplantobuildanewfactoryinordertomaintainitsshareofindustrialcapacity,althoughitsplanwouldcausealargeexcessofcapacity.Ifdeceptionforthesepurposesfails,noforcewilldrivethedeceivertofulfillitsthreat.However,whetherathreatorotheractionisfulfilledwillaffectthecredibilityoffutureannouncementsandfuturepromises.Insomeextremecases,adeclarationmaybeawell-designeddeceptiontocausecompetitorstoexpendresourcestostepupdefensesagainstnon-existentthreats.

Competitors’advanceannouncementscanbemadeinavarietyofmedia,suchasformaldisclosuretothepress,managers’speechestosecuritiesanalysts,meetingswiththepress,andsoon.Thewayofdeclaringthechoiceisacluetothepotentialmotivationofthedeclarant.Themoreformaltheannouncement,themoretheannouncerhopesthattheinformationwillbedelivered,andthewidertheaudiencefortheannouncement.Thedeclaredmediumalsoaffectswhocanreceivetheinformation.Announcementspublishedinprofessionalmagazinesmayonlybenoticedbycompetitorsandothercompaniesintheindustry.Thisannouncementhasadifferentmeaningfromtheannouncementsmadetothemajorityofsecuritiesanalystsandnationalcommercialnewspapers.Earlyannouncementsmadetoawideaudiencemayformapubliccommitmenttotakecertainactions.Suchannouncementshavedeterrentvalue,andcompetitorswillfinditverydifficulttowithdrawsuchannouncements.

Announceactionsorresultsafterthefactsareestablished

Companiesoftenannounce(confirm)actionsorresultsafterthefacts,suchasnewfactoriesandsalesfiguresWait.Thisannouncementmaycarrysomekindofsignal,especiallywhentheleakedinformationishardtocomebyand/orthecompanyannouncesitunexpectedly.Subsequentannouncementshavethefunctionofinformingothercompaniestopayattentiontothisinformationinordertochangetheirbehavior.Likeanyannouncement,apost-mortemannouncementmaybewrongormorelikelytobemisleading,althoughthissituationdoesnotseemtobecommon.Manyofthesedata-relatedannouncements,suchasmarketshare,donotpassauditsanddonotfullycomplywithsECreviewproceduresandresponsibilities.Whencompaniesbelievethatcertaindatahasapreemptivenatureorcanconveysomekindofactioninformation,theysometimesannouncemisleadingdata.Anexampleofthistacticisannouncingsalesfiguresincludingrelatedproducts,whichincreasetheapparentmarketshare.Anothertacticistoquotethefinalcapacityofanewplant,thatis,toimplythefinalproductioncapacityastheinitialcapacity,althoughitwillrequireasecondincreasetoactuallyachievethiscapacity.Ifacompanycanunderstandorreasonaboutthismisleading,itcangetimportantsignalsaboutcompetitors'intentionsandtruecompetitivestrength.Thisactionwillclearlydistinguishbetweenthepreciseannouncementofexistingcapabilitiesandtheannouncementoffutureexpansionplans.separateit.

Veřejná diskuse konkurentů o průmyslu

Asituationthatdoesnotoftenhappenisthatcompetitorscommentonindustryconditions,suchaspriceAnddemandforecasts,forecastsoffuturecapabilities,andtheimportanceofexternalchangessuchasrisingpricesofrawmaterials,etc.Thiskindofcommentcarriesacertainsignal,becauseitmayexposetheassumptionsofthepublishedcommentaryontheindustry'ssituation,anditsstrategyisbasedontheseassumptions.Inthisway,suchdiscussionsmayconsciouslyorunconsciouslyattempttomakeotherenterprisesoperateunderthesameassumptions,soastominimizethewrongmotiveorthechanceofwar.Suchcommentsmayalsocontainimplicitpricerestrictions:"Pricecompetitionisstillveryvolatile,andourindustryhasdoneaterriblejobofpassingontheincreasedcoststoconsumers.""Theprobleminthisindustryisthatsomecompanieshavenotrealizedthattheircurrentpricesareharmfultoourgrowthandabilitytoproducehigh-qualityproductsinthelongrun."Or,industrydiscussionsmayimplysomerequirements,includingthatothercompaniesshouldincreasetheircapabilitiesinanorderlymanner,insteadoffallingintoanexcessiveadvertisingcompetition,donotbreaktherankorderwhendoingbusinesswithlargecustomers,orotherrankings,andaboutUnderthepremisethatothercompaniesact"correctly",hintsofcooperationwillbegiven.

Ofcourse,companiesmaycommentontheindustryinordertoimprovetheirposition.Forexample,acompanytendstoletthepricedrop,sowhencommentingontheindustrysituation,itwillmakepeoplefeelthatthepriceofthecompetitoristoohigh,evenifthecompetitorshouldmaintainitspricelevel.Thispossibilitymeansthatacompanythatpaysattentiontocompetitorcommentssignalsmustrelyonitselftoverifytheindustrysituation,andseektounderstandthecircumstancesunderwhichcompetitorscanimprovetheirpositionaccordingtotheirinterpretationofthefacts.Beclearaboutyourintentions.

Inadditiontogenerallycommentingontheindustry,competitorssometimesdirectlycommentontheactionsoftheiropponents:"DuetoXandY,therecentincreaseincustomercreditisinappropriate."Suchcommentscanexpresshappinessordissatisfactionwithacertainaction.Butlikeotherpublicannouncements,itspurposecanbeinterpreteddifferently.Thismaybeamisinterpretationofthewillingnessofcompetitorstoservethemselvesinordertoimprovetheirownposition.

Market signal

Sometimescompaniespraisecompetitorsbynameorpraisetheentireindustryingeneral.Thissituationhashappenedbefore,forexampleinthefieldofhospitalmanagement.Suchpraiseisusuallyasoothinggesture,thepurposeofwhichistorelievetensionorendunpleasantactions.Thiskindofpraiseiscommonwhenallcompaniesintheindustryareaffectedbytheoverallimageoftheindustryincustomersorfinancialinstitutions.

Competitors’discussionandexplanationoftheiractions

Competitorsoftendiscusstheiractionsinpublicorusesomeforums.TheseTheoccasionislikelytospreadthediscussiontoothercompanies.Acommonexampleofthesecondapproachmentionedaboveistodiscussitsactionswithmajorcustomersordistributors.Inthiscase,thisdiscussionisalmostcertaintocirculateintheindustry.

Anenterprise'sinterpretationordiscussionofitselfcanserveatleastthreepurposes,consciouslyorunconsciously.First,youcantrytomakeothercompaniesunderstandthelogicofthisaction,andthusfollowthisaction,orsendamessagethatthisactionisnotintendedtostimulateothercompanies.Second,theinterpretationanddiscussionofbehaviormaybeapreemptivegesture.Companiesthatareabouttolaunchnewproductsorenternewmarketssometimestellthepressthestoryofhowcostlyanddifficulttheiractionsare.Thisstorymayscareothercompaniesintotrying.Finally,thisdiscussionandexplanationmayattempttoconveysomekindofpromise.Acompetitorcanemphasizethehugeamountofresourcesinvestedandthelong-termpurposeinanewfield,therefore,maketheopponentbelievethatitwillstopinthatfieldinsteadoftryingtoreplaceit.

Konkurenční strategie

V porovnání s tím, co by se dalo vzít

ComparedwithwhatacompetitormightThepriceandadvertisingleveladopted,thescaleofnewcapabilities,thespecificproductcharacteristicsadopted,etc.,allofwhichcarrysignalsaboutmotivation.Ifacompetitorchoosesastrategicvariabletotheextentthatitmaymostseriouslydamagetheinterestsofothercompanies,thisisastrongsignalofaggression.Ifanenterprisecanactuallyharmotherenterprisesmoreseriously,butitchoosesanotherstrategythatislessharmfultootherenterprisesinitsfeasibleplan(forexample:apricehigherthanitscompetitorscanproveit),Thisisapotentialcomfortsignal.Acompetitortakinganactionthatisinconsistentwithitsownnarrowinterestsalsomeanssendingasignalofreassurance.

Prvotní implementace strategických změn

Acompetitor’snewproductcanfirstentertheedgemarket,andthisnewproductcanalsobesoldoffensivelyTothemaincustomersofcompetitors.Youcanfirstchangethepriceofsomecoreproductsinyourcompetitors'productseries,oryoucanchangethepricesofproductsormarketsegmentsthatyourcompetitorsdon'thavemuchinterestin.Anactioncanbecarriedoutatthenormaltimewhentheproducttypeisadjustedeveryyear,oritcanbecarriedoutatanabnormaltime.Theseexamplesaboveshowhowtheapproachtakenbystrategicchangescanhelpdistinguishwhetheracompetitor’sdesireistoimposeapunishmentortotakeanactionthatisbeneficialtotheentireindustry.However,thereisalsoariskofdeceptioninplacesthatareusuallyrelatedtothistypeofmotivation.

Odchýlit se od minulého cíle

Ifanenterprisehasspecializedintheproductionofhigh-endproductsintheproductseriesinhistory,butbegantoproducealow-endproduct,thenthisIndicatesthattherearepotentiallymajoradjustmentsinitsobjectivesandassumptions.Thetransferofgoalsinanyotheraspectofthestrategycarriessimilarmessages.Whenthiskindofdeviationoccurs,seriousattentionshouldbepaidtothesignalandcompetitoranalysisshouldbecarriedoutwithinaperiodoftime.

Odchod z průmyslové praxe

Adeparturefromthenormalbehavioroftheindustryisusuallyanoffensivesignal.Examplesinthisregardinclude:

Sellingproductsthathaveneverbeenloweredintheindustry,andsettingupfactoriesinabrand-newareaoronlinehome.

Křížové vyhýbání se

Whenanenterprisecarriesoutanactioninacertainfield,andthereactionofitscompetitorsistoinfluencetheinitiatorTakingactioninanotherareaiscalledcrossavoidance.Thissituationoftenoccurswhencertaincompaniescompeteindifferentregionsortheproductlinesofthesecompaniesarenotexactlythesame.Forexample:acompanybasedontheeastcoastentersthewestcoastmarket,andthenthecompanymayfindthattheresponseofawestcoastcompanyistomarchontheeastcoast.Asituationsimilartothisexamplehasoccurredintheroastcoffeeindustry.MaxwellHousehasalargemarketontheeastcoastforalongtime,whileFo1gerhasastrongforceonthewestcoast.AfterthemergerofFo1gerbyProcter&Gamble,ithasadoptedTheoffensivemarketstrategybegantointensifytheinvasionoftheEastCoastmarket.McDonald’scounterattackstrategyistocutpricesandincreasemarketingexpensesinFogg’simportantwesternmarket.Therehavebeensuchthingsinmachinemanufacturing.Deereenteredtheexcavationmachineryindustryinlate1950withastrategysimilartothatofHerpillar.DillerhasmadegreatereffortstoinvadeCaterpillar’s​​importantmarket.,AwidelycirculatedrumoristhatCaterpillarisplanningtoenterDiller'salwaysstrongagriculturalmachineryindustry.

Křížové vyhýbání sereactionrepresentssuchachoice,thedefensecompanydoesnotdirectlycounterattacktheinitialaction,butindirectlycounterattack.Companiesthattakeindirectcounterattackscanrefrainfromtakingdestructiveactionsanddirectlyconfronttheinvadedmarket,butclearlyexpresstheirdissatisfactionandthethreatofsevereretaliationafterWei.

Ifthecross-avoidanceactionisdirectedattheprofitablemarketoftheintruder,itcanberegardedasaseriouswarning.Ifthecross-avoidanceactionpointstotheintruder’ssecondarymarket,itmaymeanthatsomethingwillhappen,butitdoesnotwanttotriggertheintruder’sunpreparedandhastycounterattack.Acounterattackonthesecondarymarketmayalsomeanthatiftheintruderdoesnotundotheaction,thedefenderwillinvestagreaterbetinthesubsequentcross-avoidanceaction.

Ifthedifferenceinmarketshareisverylarge,thecrossavoidancestrategymaybeaveryeffectivetooltorestraincompetitors.Forexample,whencross-avoidanceactionsinvolvepricewars,companieswithalargemarketsharewillsuffermuchmorelossesthanthecompaniesthatsendthesignal.Thisfactmayincreasethepressuretoforcetheintrudertobackdown.

Theimplicationoftheaboveanalysisisthatmaintainingarestrainedpostureinastaggeredmarketmaybeausefulpotentialdeterrent.

Bojová značka

Oneformofsignalrelatedtocrossavoidanceisthebattlebrand.Athreatenedorpotentiallythreatenedcompanymayintroduceabrandthathastheeffectofpunishingthreatsorexpressingtheneedtopunish(regardlessofwhetherthisistheonlymotivationforusingsuchabrand.Forexample,theCoca-ColaCompanyinthemid-1970sAnewbrandcalled"MrPibb"(MrPibb)wasused.Theproductsofthisbrandareverysimilartoaproductcalled"Dr.Pepptxr"thatisinvadingthemarket.Thecompanyhasadoptedacoffeebrandcalled"Horizon"inthemarketthatVogelisinvading.ThisproductisverysimilartoVogel’sproductsintermsofcharacteristicsandpackaging.FightingbrandscanbeusedasawarningordeterrentItcanalsobeusedasanassaultforcetoabsorbthemainimpactofacompetitiveattack.Beforeasevereattackbyacompetitorbegins,thisbrandservesonlyasawarninganddoesnotoftenprovidesupportandpromotion.Acombatbrandcanalsobeusedasabigbattle.Aspartofthis,itbecomesanoffensiveweapon.

Sekretantitrustová žaloba

Ifacompanyfilesasecretantitrustlawsuitagainstacompetitor,thisActioncanberegardedasasignalofdissatisfaction.Insomecases,itisaharassmentordelaytactic.Therefore,secretlitigationisverysimilartocross-avoidancestrategy.Becausesecretlitigationcanbewithdrawnbytheproposingcompanyatanytime,asopposedtoprice-cuttingcompetition,etc.Strategically,thisisapotentialmilddissatisfactionsignal.Thissignalmaysay,"Thistimeyouhavegonetoofar,itisbettertowithdraw."Thiscanavoidthedangerofdirectconfrontationinthemarket.BeaWhenaweakercompanyaccusesastrongercompany,thisaccusationmaybeawaytoalertthestrongercompanysothatitwillnottakeanyintrusiveactionswhilethelawsuitispending.IfthestrongercompanyfeelsthatitisunderlegalreviewUnderthreat,itsstrengthwillbeeffectivelyneutralized.

Whenlargecompaniesaccusesmallcompanies,secretantitrustlawsuitsmaybeawhitewashedmethodofpenalizing.Duringtheperiod,itbearsextremelyhighlegalcostsandrestrainsitsattentioninmarketcompetition.Accordingtotheabovediscussion,litigationisakindofpartythatwarnsweakercompaniesthatattempttoinvadetoomuchmarketislessdangerous.PendinglitigationmaypasslegalactionPutitasideforthetimebeing,andre-proposeitselectively(makeweakcompaniesbeartheexpenseandconsumption),iftheweakercompaniesmisunderstandthesignal.

Identifikujte signál na základě historie

Researchingtherelationshipbetweenacompany’sannouncementsandactionsorbetweenvariousotherpotentialsignalsandconsequencesinhistorywillgreatlyimprovetheabilitytoaccuratelydistinguishsignals.UnintentionallyrevealingtocompetitorsbeforetheyactedResearchonthesignalsofthiscompanywillbeveryhelpfultodiscoverthenewunconscioussignalsofthiscompany.Beforetheproductchanges,doesthesalesdepartmentalwaystakespecificactions?Isthenewproductalwayslaunchedafterthenationalsalesmeeting?NewproductlaunchesInthepast,didthepricesofexistingproductsalwayschangefirst?Whentheabilityutilizationreachesacertainlevel,doestheopponentalwaysdeclareIncreaseinreportingcapacity?andmanymore.

Thereisnodoubtthatwhendecipheringthesesignals,thereisalwaysthepossibilityofdeviationfrompastbehavior.Theidealcompletecompetitoranalysiswilldiscoverinadvancetheeconomicandorganizationalreasonsforthisdeviation.

Whethertheattentiontomarketsignalscandistractenergy,thesubtletyindecipheringmarketsignalsmayleadtoaviewthattoomuchattentiontomarketsignalsisakindofenergythatcontradictsproductiondispersion.Oneviewisthatinsteadofguessingthedisorderlybehaviorsandsignalsoftheopponent,itisbettertospendtheirtimeandpowerincompetition.

Althoughyoucanimagineasituation,thatis,seniorleadersareconcentratedonvarioussignals,sothattheyneglectbusinessmanagementandobtainastrongstrategicposition.Butthiskindofimaginationisnotenoughtojustifyignoringvaluablepotentialinformation.Strategyformulationitselfcontainscertainclearandunclearassumptionsaboutcompetitorsandtheirbehavior.Marketsignalsmaygreatlyincreasethecompany'sunderstandingofcompetitors,andthereforeenhancetheaccuracyoftheseassumptions.Ignoringmarketsignalsisequivalenttoignoringallcompetitors.

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