COMM 223 Lecture Notes - Lecture 4: Internal Communications, Marketing Intelligence, Dumpster Diving

• School: Concordia University
• Department: Commerce
• Course: COMM 223
• Professor: Hon Fung Li

Document Summary

We already talked about the company and consumer analysis so now, we have to talk about competitor analysis. You have to identify competitive advantages, the competitors and to analyze those competitors. Competitive: well suited for competition; having a feature that makes for successful competition; having a strong desire to compete or to succeed. It is something that your company does especially well in comparison to your competitors. It must be something difficult to imitate like a high quality product, low costs or low prices, superior customer services or convenient distribution. To analyze your competitors in order to be aware of your competition you can use the strategy profile: You can also use the marketing information system: There is three steps: assessing information needs, developing needed information, analyzing and using information. The marketing information system (mis), must balance needs against feasibility. To obtain, process, sort and deliver info is costly.