Marketing Plan Competitors and Substitutes

Marketing Plan Competitors and Substitutes - MarketingPlan

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Marketing Plan Competitors and Substitutes
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Competitors and Substitutes There exist no direct competitors to the products that HO Craftsman Rolling- stock will bring to the market. There are, however, a large number of substitutes. The most numerous, with 12 major manufacturers and 85% of the market, offer plastic ready-to-run or simple snap together rolling-stock models. Their market strategy is cheap, simple, and easy. Buy their product, take it home, take it out of the box, put it on the layout, and you are done. HO Craftsman Rolling-stock will not compete on those terms, but will accentuate the opposite attributes. There are also six main manufacturers of high end plastic kits that make up 10% of the total market. These kits consist of highly detailed, molded panels that are glued together and a few separate detail pieces are glued on for a more three dimensional effect. HO Craftsman Rolling-stock will compete with these manufacturers by offering more detail, higher quality finished product, more customization, and a higher level of pride and satisfaction in the finished piece. For both of these substitutes, price and
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This document was uploaded on 08/22/2011.

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Marketing Plan Competitors and Substitutes - MarketingPlan

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