Marketing Mix
The mix provides insight into the basic strategy of the competitor and specific tactical decisions. These decisions are what costumers actually see in the market situation; neither are they exposed to nor do they particularly care about a products marketing strategy. However customers are exposed to price,l ad, and other marketing mix elements.
The areas to consider and some questions to addreass amount;
Pricing
Pricing is highly visible element of a competetors marketing mix
Promotion
What kind of selling approaches are being employed
Are the gross revenue people aggressive in obtaingin new accounts
What are their commissions rates
What media are being used for ad
What creative activities
Distribution
Have the channels of diffusion shifted
Is the brand being emphasized in certain channel
Is the manufacturer of the competing product changing the entire system
Product service capabilities
A major determinant of a companys capabilities. At least in a short run, is the physical makeup of its product or service. Which in general is less easily changed than, say, price or ad.d
How to quantify competitios strategies
Recall that the two key elements of a strategy are the segments it appeals to and the core strategy.
Technology strategy
Important task is to assess the technological strategies of the major competitors. Can be done utilize the following framework of six criteria.
Technology selection or specialization
Level of competencesources of capability; internal vs external
R n d investment level...If you want to get a full essay, order it on our website: Ordercustompaper.com
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