Marketing Strategy. Achieving A Competitive Advantage. Marketing Strategies must…. be geared to the needs of the consumer be geared to the strategies of the competitors reflect the business size and industry position begin with an in-depth competitor analysis . comparison of “value”
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Achieving A Competitive Advantage
assessment of level of “customer satisfaction”
monitoring of competitors (WHO)
understanding competitor strategies/objectives
guess at competitive “response” to business decisionsCompetitor Analysis includes...
perceptions, impressions and feelings which can be influenced by the marketing mix
Important to the target buyer’s perception of value/benefit
Distinctive from the competition
Superior customer benefit over competition
Not easily copied
Affordable to buyer
Can be introduced profitablySelect The Difference…