Transcription of COMPETITOR ANALYSIS
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COMPETITOR ANALYSIS
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.
influence, (2) the contiguous area, and (3) the areas of interest.1 The area of influence is the territory, market, business, or industry in which the firm is directly competing with other firms to serve the same customer needs using the same resources. It is the arena in which Ford, Honda, Toyota, Kia, and
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