MKT 100 Lecture Notes - Lecture 4: Product Differentiation, Htc, Baidu

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Cat Mc Loughlin

Document Summary

Mkt 100 week 4 situation analysis cont"d. Agenda: situation analysis, analysing competitors, putting it all together, cases/situations, metrics. Metrics of competitive analysis: relative share measures. Retail stores chicken broth: market share, brand mind share, brand voice share, relative market share, research and development. Industry concentration /dominance measures: top 4 shares, herfindahl index (the higher the most difficult to break into market) R&d what can you creates that unique, keep up. Situation analysis: videotron 5 c"s (company, customers, collaborators, competitors, climate), pest and swot. S quebec proud and gets to take advantage that they are based in quebec. S pricing strategy, strong supportive quebec customers. T bell has more resources and can do everything videotron can, Relative market share (i) = brand"s market share ($, #)/ largest. Unit market share (%) = units sales (#) / total market unit sales (#) Revenue market share (%) = sales revenue earned($) / total market.