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Book chapter
Reference no. 2572BC
Published by:
Harvard Business Publishing (2006)
Chapter from:
"Marketer's Toolkit: The 10 Strategies You Need to Succeed"
16 pages


Effective marketing must involve a thorough analysis of the overall competitive arena and the competitors that battle within it. Competitive analysis determines whether firms decide to fight head-on with like products or maneuver a sneak attack with differentiation. This chapter introduces direction and provides the tools for conducting such research. It concludes with Michael Porter's 'five forces' that shape positioning strategy. This chapter is excerpted from ‘Marketer's Toolkit: The 10 Strategies You Need to Succeed'.


Competitive advantage; Competitive environment; Market entry; Market positioning; Market research; Marketing; Product differentiation

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