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Competitive parameters

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.


In some areas the price is the 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 other than price. Some things that are very difficult to copy are:

  • Trust - if the customer trusts that you can fix the computer problem without damaging any financial data
  • Efficiency - when it is important that a problem is solved fast - 10 days is too long
  • 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?

Marketing is too important to be left to the marketing department.
- David Packard, founder of Hewlett-Packard

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