Chapter 18 Competition.pptx

Chapter 18 Competition.pptx - Chapter 18 The 4 Cs Company...

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Chapter 18
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Company Competitors Consumers Channel Context “The 4 C’s”
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Stop making fun of us.
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Competitor analysis is the process of identifying, assessing, and selecting key competitors
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Competitors can include: All firms making the same product or class of products All firms making products that supply the same service All firms competing for the same consumer dollars Identifying Competitors
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Budget Competition Form Competition Generic Competition Category Competition Share of Wallet Share of Stomach
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Food Diet Colas Beverages Carbonated Soft Drinks
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Supply-based Identification: North American Industry Classification System (NAIC) Demand-based Identification: Benefits sought (levels of competition)
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1. Each player submits a number between 0 and 100 2. The group average of these numbers is calculated 3. The Winning Number = 0.7 x Group Average 4. The player with the closest number to this wins 10% Bump in your Next Individual Homework Assignment!
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1. Each player submits a number between 0 and 100
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Chapter 18 Competition.pptx - Chapter 18 The 4 Cs Company...

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