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
Promotion Strategies
Placement/Distribution Strategies
CUSTOMER ANALYSIS (who is going to buy what you’re
selling?)
1. Who are they? (demographics, socioeconomics, geographic
location, buyers vs. users, current and potential customers)