1. Marketing Competitiveness

3. Competitiveness The ability of a business to deliver better value to customers than competitors

5. What is “Value”? Value for money = Price x Quality Sir Stuart Rose (CE0 M&S)

6. Economist’s View Increasing Marketing Concentration

7. Market Structures in Context Non-price competition – brand | service | USP Efficiency | lowest unit cost | compete on price

11. Strategist’s View (Porter)

12. Example Porter Model – Grocery Retailing The force Comment Entry barriers High- high cost of entry will deter newcomers Suppliers power Large suppliers may enjoy some degree of power but the small suppliers are in a weak position Buyer power Collectively, buyers are strong but individual buyers are in a weak position Threat of substitution Medium threat in some parts of the market in but in general there is little threat Existing rivalries Intense competition as supermarkets fight over market shares

15. Marketing Mix – Which is Most Important?

16. The Importance of a USP Something that sets a product apart from its competitors in the eyes of customers, both new and existing

17. What Really Counts to be Competitive

18. Questions to Test Marketing Competitiveness What is different or better about this business compared with the competition? Is this business operating and organised efficiently? Does this business do all it can to delight its customers? 1 2 3

19. Marketing Competitiveness