Competitive
Situation |
Intro
Stage
Monopoly or Monopolistic
Competition
- your company has no competition
because you originated the product first and are the first to get customers |
Growth
Stage
Monopolistic Competition
or Oligolpoly
- once the market grows,
other vendors will want to get involved so you will lose your monopoly
position |
Maturity
/ Decline Stage
Monopolistic Competition
or Oligolpoly or Pure Competition
- more and more vendors
get involved as more companies learn to make the product and people try
to "cash in" on the original idea
- because there are so many
vendors, the supply/demand situation will cause the price to drop and eventually
the price will be so low, nobody will want to make the product anymore
because it will be unprofitable. |
Product |
One or a few
number of people selling the product |
There are several
companies selling so there is competition to make the "best" product -many
companies at this stage will add variations, colour changes, and new FABs
to the product to make it more competitive
- companies in the lead
will also work to develop brand familiarity |
several companies
make the product
- it will become a battle
of the brands |
Place |
Try to find good channels
to get exposure
- maybe offer exclusive
distribution rights |
. |
. |
Promotion |
AIDA begins
- informative type ads |
- competitive
ads |
- discount price
oriented ads |
Price |
skimming or
penetration pricing |
"meet the competition"
pricing or price cutting |
- some companies drop out
if they cannot afford to compete at a lower price |