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Business and Competitive Analysis: Effective Application of New and Classic Methods, Second Edition by Babette E. Bensoussan, Craig S. Fleisher

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10. Competitive Positioning Analysis

Competitive Positioning Analysis is conducted to enable a firm to make strategic plans in relation to its current competitive position: These may be to preserve an advantage, attempt an improvement, or withdraw from a market. The analysis assesses market share, client perception of products and service, current marketing strategies, prices, and costs. It also provides information about the relative market positions and strengths and weaknesses of a firm’s competitors. The process identifies opportunities; correspondingly, it also points to strategies to exploit these opportunities in an industry or market.

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Competitive positioning is an umbrella term for a variety of different tools and processes ...

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