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Markstrat Competitor Analysis

In: Business and Management

Submitted By komolboon
Words 443
Pages 2
Competitors Analysis for SUSI

From the brand awareness consumer survey in period 0, we suspected that our main competitors for our SUSI product could be SAMA, SALT, SIRO, SIBI and SYGU as these products seem to be well aware in the same markets as those for SUSI – namely the markets for singles and others. However, the market shares consumer panel indicated that whilst all the brands were well aware, the biggest players in the others market are SAMA, SIRO, SUSI, and SIBI and in singles market are SIBI, SYGU and SALT, respectively. In period 1, we observed from the perceptual map that only SUSI, SAMA and SIRO are interested in others market and all three products are similar on semantic scales. Nevertheless, SUSI managed to gain around 3% of market share based on unit sales while SAMA and SIRO lost theirs around 3.2% and 6% respectively. In addition to SUSI, the lost went to SALT and SIBI, the products of better quality and higher price, both from the same firms that manufacture SAMA and SIRO, hence, firm A and I were cannibalising their own sales. Recognising that SAMA was still far from the ideal position in others market, in period 2, firm A brought out a new and improved product SAMP ( a better version of SAMA), a product that was placed much closer to an ideal position in others market. Our firm has also developed a new product SUSA ( a better version of SUSI), of which will be introduced in period 3 and used to compete heads on with SAMP. SAMP has been cannibalising SAMA further and we are suspecting that firm A maybe phasing out SAMA once SAMP is well recognised. Once our SUSA is introduced, we suspected that firm A will invest heavily in advertisement and sales force. To respond to this, we are going to drop the SUSI line all together as the inventory has been sold out and we can dedicate the whole sales force and resources once used for SUSI to SUSA....

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