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4. Cultural Trends – What general attitudes, beliefs, and values
are affecting this industry and product? How does our product
and industry fit with cultural issues of concern to our customers
and non-customers?
5. Corporate Citizenship Expectations – How do norms and
obligations expected in the business context and relations hips
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