- mission, vision
- organizational structure
- distribution, promotion, pricing
- financial performance
- frameworks for assessing them and their journey's
- consumers motivation models
- Decision making models
- influences on decision-making
- PESTEL (political, economic, social, technological, environmental, legal)
-(suppliers distributors, customers, alliances), people that we rely on to move our products forward.
- Cluster = group of businesses that are industry rivals that share similar characteristics like products, target markets, price points, quality levels, and points of differentiation
5. Competitors (identifying rivals)
- Brand Competitors (DIRECT): Market products with similar features and benefits to the same customers at similar prices
- Product Competitors (DIRECT): Compete in the same product class but different in features, benefits, and price
Ex: Chevy Equinox, Jeep Compass
- Generic Competitors (INDIRECT): Market very different products that solve the same problem/satisfy the same need
- Total Budget Competitors (INDIRECT): Compete for limited financial resources of the same customers
Ex: Rental cars, motorcycles, bikes, public transportation
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