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MKT 100 (974)
Lecture 4

Week 4 Summary.docx

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Department
Marketing
Course
MKT 100
Professor
Cat Mc Loughlin
Semester
Winter

Description
MKT 100 Week 4Situation Analysis ContdAgendaSituation Analysis Analysing competitorsPutting it all togetherCasessituationsMetricsSituation AnalysisAnalysing Competition LCBOGas Companies Retail stores Chicken Broth Metrics of Competitive AnalysisRelative Share MeasuresMarket ShareBrand Mind ShareBrand Voice ShareRelative Market shareResearch and DevelopmentIndustry Concentration Dominance MeasuresTop 4 sharesHerfindahl Index the higher the most difficult to break into marketVery competitive market good for new entrantInclude when analysing competition Ansoff MatrixAdvertising of company and other competitorsPESTDistribution systemSWOTBrand imageCompetitiors
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