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Competitive parameters are the things that make the customer buy the specific
product.
Depending on the product the competitive parameters will be different.
Different lines of business have different parameters.
Price
In some areas the price is most important competitive parameter. The more
competitive the line of business the more important the price. In a street full
of restaurants price will often be the bait for customers.
It is very easy to copy a competitive parameter when price is the only one.
The only thing you have to do is to change the price label.
Something else than price
You can sell on something else than price. Things that are very difficult
copy:
- Trust - if the customer trusts that you can fix the computer problem
without damaging the financial data
- Efficiency - when it is important that a problem is solved fast - 10 days
are too long time
- Good design - the customer feels he is getting something extra
- Health - you serve fresh and organic meals
- Feelings - you give something original - the customer is precious
What competitive parameters do you have except from price?
- Go to next
business issue: Posibilities and Threats
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| Vitthal Chaydhry, India |
28-11-2009 |
If you got lots of money you might buy Levis "Red Tap" jeans but the majority go for cheap jeans.
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