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Must evaluate the relevance of the information available.A competitor orientation in the business system views customers as the ultimate prize to be won at the expense of rivals A competitor orientation implies that the organization attempts to capitalize on the weaknesses of vulnerable competitors to win market position and customers from them, which in turn produces a high level of sales and long-run pro ts At the same time, the organization attempts to remove its own weaknesses to defend market position and to minimize the loss of customers to competitors The organization attempts to seek those activities in which its performance is superior to that of its competitors In this context it is necessary to determine the various positions competitors hold in the market For each competitor it is necessary to understand what customer segments they focus on and what distinctive product or service ene ts they offer An understanding of their customer focus and strengths show the areas of the market that will be most dif cult to penetrate and also the areas of the market that are not being serviced adequately How competitors typically respond to changes in the market is something most companies attempt to glean from observation and other sources Competition in the business system has been de ned as the constant struggle among rms for comparative advantages in resources that will yield marketplace positions of competitive advantage for some market segment(s) and, thereby superior nancial performance (Hunt 2000) Many companies have predictable management styles which in uence or even determine how they react in a particular situation Elements of predictable management styles include the competitor s record on innovation and imitation Some competitors match innovations very quickly through innovations of their own or imitate the success of others Other competitors may be classi ed as price leaders or price followers Understanding these patterns of competitive behaviour helps the organization to formulate a marketing strategy.