Page 64 - E2 Integrated Workbook STUDENT 2018

Chapter 5

Types of competitors

Kotler suggested four levels of competitors.

 Brand competitors. Firms who offer similar products to the same customers
we serve and who have a similar size and structure of organisation as
ourselves, for example Pepsi and Coca-Cola.

 Industry competitors. Suppliers who produce similar goods but who are not
necessarily the same size or structure as ourselves, or who compete in a more
limited area or product range, for example British Airways and Singapore
Airlines.

 Form competitors. Suppliers whose products satisfy the same needs as ours,
although they are technically quite different, for example speedboats and sports
cars.

 Generic competitors. Competitors who compete for the same income as the
company, for example home improvements and golf clubs.

58