Defining the Competitive Set

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Presentation transcript:

Defining the Competitive Set Chapter 02

Bases of Competition

Levels of Market Competition Product form competition Product category competition Generic competition Budget competition

Example of Levels of Competition

Levels of Competition: Implications for Product Strategy

MP3 Phone Competition

Methods for Determining Competitors Managerial Judgment Customer-based evaluation Actual purchase Usage data and judgments

Managerial Judgment of Competition

Brand-Switching Matrix

Defining Competition with Brand Choice Data

Defining Competition with Perceptual Mapping

Methods versus Competition Levels and Information Required

Enterprise Competition in Financial Services

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