Basic Competitor Analysis
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8 Chapter Marketing, Strategy, and Competitive Analysis W e’ve all heard someone in the course of business say that “marketing is fluff and hype.” However, the wisest, most savvy, and most successful businesspeople understand that marketing is far from that.. The tactics used for carrying out this strategy include developing consistent messages and advertisements reflecting the mission of the firm targeted to this market segment, hiring other women trainers so the women customers will be comfortable, and TLFeBOOK Marketing, Strategy, and Competitive Analysis 155 providing health and fitness educational materials specific to the mature woman customer that will create a relationship between XYZ Company and this market segment.. In general terms, one will hear such references as TLFeBOOK 158 MARKETS AND STRATEGY “The barriers to entry in the telecommunications market are extremely high” or “The barriers to entry in the ice cream industry appear to be quite low.” Barriers to entry are just as important for firms that are incumbent in an industry as well as to the newcomers because of the threat of new entrants.. Identifying the competition’s strengths and weaknesses allows the firm to identify and assess future moves and initiatives that could affect both the industry and the firm, while identifying the opportunities and threats will give the firm an idea of the kinds of outside forces that could impact the competitor and therefore attack the firm.. Full Service Tiffany Nordstrom Old Navy Macy’s Multiple Store as Brand Sears Target Wal-Mart Gap Limited/Low Service FIGURE 8.1 A Positioning Map TLFeBOOK 166 MARKETS AND STRATEGY Competition provides the firm the opportunity to look into the future..
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