5. Corporate Citizenship Expectations – How do norms and
obligations expected in the business context and relationships
affect our industry, customers, and products? Consider
employee and consumer rights, environmental issues, and
community concerns.
Then analyze competitors and customers, as follows.
COMPETITOR ANALYSIS (who are your primary
competitors?)
A. Four Levels of Competition
1. Brand Competition (involves products of the same type;
very similar attributes)
2. Product Competition (relates to products in same general
category)
3. Generic Competition (fulfills same general need/want)
4. Total Budget Competition (competes for same consumer
dollar)
Product
Similarities to your product
Differences from your product
Competitive edge over your product
Deficiencies relative to your product
Positioning of the competitor
Pricing Strategies