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COMPETITOR ANALYSIS
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Competitive marketing strategies are strongest either when they position a firm's strengths against
competitors' weaknesses or choose positions that pose no threat to competitors. As such, they require
that the strategist be as knowledgeable about competitors' strengths and weaknesses as about customers'
needs or the firm's own capabilities. This chapter is designed to assist the strategist understand how to
gather and analyze information about competitors that is useful in the strategy development process. It
discusses the objectives of competitor analysis and proceeds through the processes involved in
identifying important competitors and information needs, gathering necessary information, and
interpreting this information.
John A. Czepiel and Roger A. Kerin - Personal Name
NONE
Management
English
2009
1-23
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