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A competitor analysis is important because it will

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A competitor analysis is important because:It will help you recognize how you can enhance your own business strategy.It will tell you how you can out-do your competitors in these areas to keep your customerattention.Resulting in a competitive edge over others in your sector.INTRODUCTIONOutlook: in October 1995, group company hatchway investments private limited entered theprint media, OUTLOOK, a weekly magazine headed by Lt. Vinod Mehta, a market reeling underimpact of satellite TV.OUTLOOK quickly carved a significant niche for itself among readers who value its in-depth,investigate reporting as well as its stylized visual format, known to be independent. OUTLOOKhas shaken the establishment on events ranging from Kargil to Kashmir to cricket. Readingpublic to important issues like big dams, education and gender, and provided focus on southAsian geopolitics.
47Today, OUTLOOK is the preferred magazine of 3.54 million readers in India. And sells morethan 25.2 million copies over the year.OUTLOOK is one of the India’s top selling English weekly magazines, OUTLOOK’scompetitors are India today & readers digest. Currently it has several magazines like OutlookWeekly, Outlook Travelers, Outlook Money, Outlook Business, and Outlook Hindi.The company has grown marginally at the lower rate of 15% from the past 5 years. In the presentmarket situation INDIA TODAY is capturing the major shares of 32%, which is followed by theweek & outlook, majority of them to buy the magazines for the purpose to cover stories.And this is the study of marketing mix to know about identifying and arranging the elements ofits marketing mix allows a business to make profitable marketing decisions at every level andanalyzing competitors because when it comes to analyzing competitors, the importance of beingproactive rather than reactive is vital to your business success. Here at Kayo Digital, we arealways looking for growth opportunities whilst keeping an eye on our competitors, and this iswhere an effective competitor analysis can work.BACKGROUND TO STUDYLITERATURE REVIEWReview of Literature Before starting any research it is very necessary to read articles and otherresearch papers that have been written on the subject in the past. These literatures help us indeveloping a strong base for our study and provide us with information that can be used duringthe research. It also helps in developing the objectives of our study. Preference is a person’sfeeling of pleasure or disappointment coming from comparing a product’s performance inrelation to his or her expectations. Many companies aim for high satisfaction because consumerswho are only satisfied try to switch when a better offers comes to them. The preferences of
48consumers are the result of a long term relationship between the brand and the consumer as therecent learns on how to associate the brand with an image and see it as having a high quality. Theknowledge of preferences is important with respect to different exercises done at a hierarchicallevel, necessary for the survival. Studying the Consumer preferences, the theory of rationalchoice consists of attitude components which in turn represents the basis of forming a

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