Competitive advantages: require delivering more value and satisfaction to target consumers
than competitors do
Competitive marketing strategies: how companies analyze their competitors and develop
value-based strategies for profitable customer relationships
How to win?
- When competitors don’t have it, I create it.
- When competitors have it, I make it better.
- When competitors make it better, I make it cheaper.
- When competitors make it cheaper, I abandon it.
Steps in Analyzing Competitors:
- Identifying Competitors
• All firms making the same product or class o