COMPETITOR ANALYSIS

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COMPETITOR ANALYSIS . John A. Czepiel Professor of Marketing and Stern Teaching Excellence Fellow Leonard N. Stern School of Business New York University New York, New York 10012. Telephone: (212) 998-0510. e-mail: and Roger A. Kerin Harold C. Simmons Distinguished Professor of Marketing Edwin L. Cox School of Business Southern Methodist University Dallas, Texas 75275. Telephone: (214) 768-3162. e-mail: COMPETITOR ANALYSIS . 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'.

and Motorola in cellphones. These are a firm’s direct competitors. Immediately contiguous areas are those in which competition is close but indirect; comprising those firms that serve the same customer need but with different resources. Many food products fit into this category such as snack foods (potato

  Direct, Competition, Indirect