Competition Analysis and Strategies 185
INTRODUCTION
Competition is an inherent characteristic of marketing. Companies face com-
petition from di erent angles and in di erent ways. Company strategists basi-
cally try to understand and cope with competition. Consumers’ expectations
from services are greatly in uenced by competitive o ers and communications.
Companies can reach customers only by providing better value than their com-
petitors. us, competition is real, and marketers should learn ways to handle
it e ectively. e changing economic policies and perspectives in India and
the world have resulted in intense competition among many service sectors.
For example, service sectors such as telecommunications, insurance, banking,
post ...