Responses in this area varied
considerably. Some respondents were
knowledgeable about their competition
due to considerable experience in the
sector. Others did not consider they had
any competition, believing their business
to be unique. A number of companies
had a narrow view of their competitive
arena, focusing primarily on product
competition rather than industry, form or
generic competition. Particular examples
of this were observed in the tourism and
leisure sector, where a number of
respondents identified their competition
only in terms of those offering a similar
price and benefits package, ignoring
competition from other price levels or
indeed other forms of entertainment and
leisure.
The lack of competitive information
meant that a number of respondents
described their competitive advantage in
terms of the benefits their product gives
to customers without relating this to the
competition. Several businesses tried to
establish their competitive advantage by
offering additional or improved benefits
compared to their competitors. In the
tourism and leisure sector this was ease
of booking, a wider choice of menus and
additional facilities. One respondent in
the retail sector offered a highly
personalised service. For most
respondents in the service sector
competitive advantage revolved around
standards of service and quality issues.
This was expressed by one company as a
commitment to ‘keep our promises’.
In competitive markets, positioning was
a conscious process. The most
Responses in this area varied
considerably. Some respondents were
knowledgeable about their competition
due to considerable experience in the
sector. Others did not consider they had
any competition, believing their business
to be unique. A number of companies
had a narrow view of their competitive
arena, focusing primarily on product
competition rather than industry, form or
generic competition. Particular examples
of this were observed in the tourism and
leisure sector, where a number of
respondents identified their competition
only in terms of those offering a similar
price and benefits package, ignoring
competition from other price levels or
indeed other forms of entertainment and
leisure.
The lack of competitive information
meant that a number of respondents
described their competitive advantage in
terms of the benefits their product gives
to customers without relating this to the
competition. Several businesses tried to
establish their competitive advantage by
offering additional or improved benefits
compared to their competitors. In the
tourism and leisure sector this was ease
of booking, a wider choice of menus and
additional facilities. One respondent in
the retail sector offered a highly
personalised service. For most
respondents in the service sector
competitive advantage revolved around
standards of service and quality issues.
This was expressed by one company as a
commitment to ‘keep our promises’.
In competitive markets, positioning was
a conscious process. The most
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