Marketing Competitiveness: By: Gurjot Kaur 6911

MARKETING
COMPETITIVENESS
By: Gurjot Kaur
6911
INTRODUCTION
• Whatever product a marketer has to offer in the market, one thing is sure, it's
going to get competition. It depends on the product type and marketplace
what degree of competition it'll get. For the success of any business it is
necessary to compete effectively with other businesses. The best way to
mitigate competition is to develop marketing competitiveness. Marketing
Competitiveness is the ability of an marketing organization to deliver better
value to customers than competitors.
MEANING
• A universal and exact definition of marketing competitiveness does not exist.
Competitiveness means different things to different organizations. Some
marketers view marketing competitiveness as the ability to persuade customers
to choose their offerings over alternatives; while others view marketing
competitiveness as the ability to deliver better values to customers than
competitors.
• It is the ability of a business to add more values for its customers than
competitors and attain a position of relative advantage. It leads to a situation
where a business has an advantage over its competitors by being able to offer
better value, quality, and service.
"Marketing Competitiveness is the ability of a
business to improve continuously marketing
process capabilities and deliver better value to
customers than competitors."
THE BENEFITS OF COMPETITION
• As in sport, competition is an incentive for companies to excel, thereby
fostering innovation, diversity of supply and attractive prices for consumers
and businesses alike. Competition thus stimulates growth and generates
substantial benefits for the community!
• In everyday life, the French understands this, making use of competition
wherever they can by comparing available products, prices and services and
switching operators to benefit from more attractive offers.
Competition improves purchasing power
More competition means greater choice and more

services
Competition means constant stimulation
Competition ensures market access for both businesses

and consumers
• Competition improves purchasing power
Competition policy is a powerful and effective means of protecting it; fighting
anticompetitive practices, controlling take-overs and mergers, and updating laws and
regulations all work towards the same objective: to drive genuine competition, which
translates in particular into more attractive prices for consumers
• More competition means greater choice and more services
Competition is not just a matter of price. In practice it means greater product diversity
and it promotes the emergence of new services. The pressure exerted by their
competitors encourages companies to promote their products and to stand out by
focusing on originality or quality of service or by targeting new customer segments.
• Competition means constant stimulation
For established companies, economic competition is an incentive to keep innovating
and improve their productivity so they remain efficient and effective and can stay in the
race to continue attracting consumers.
• Competition ensures market access for both businesses and consumers
In most sectors, opening up or strengthening competition, with the rapid emergence of
new players, leads to a significant reduction in the prices offered to consumers. In
mobile telephony, for example, Free's arrival in 2012 led to a general reduction in
package prices of around 30% on mobile bills.
HOW DOES COMPETITION BENEFIT
SOCIETY?
Competition is beneficial to the country's economy
Competition ensures better prices
Competition favours consumers
Competition is beneficial for companies
Competition favours the creation of companies
Competition promotes innovation

SOCIETY?
• Competition is beneficial to the country's economy

By competing with each other, companies become more competitive,
innovative, and efficient, based on merit. This market dynamic makes the
economy grow, creating jobs and well-being for society.
• Competition ensures better prices
The competitive dynamics promote competitiveness and the efficiency of
companies ensuring better prices. When companies create cartels or get
involved in other anticompetitive practices, the exact opposite happens — costs
rise and consumers are harmed.
SOCIETY?
• Competition Favours consumers
Competition between companies translates into a greater quantity of
products and services, a better quality of goods, and lower prices. In the end,
this is what the consumer is looking for — the best quality at the best
possible price.
• Competition is beneficial for companies
Competition policy promotes equitable conditions in the market, and as
such, business success is based on merit. To win, companies become more
competitive and solid.
SOCIETY?
• Competition Favours the creation of companies
In a market governed by openness and equity, everyone has the same opportunities.
Competition promotes freedom of initiative, the right of anyone to create a business
and enter the market. Therefore, the Competition Law prohibits and the Competition
Authority sanctions the abuse of a dominant position.
• Competition promotes innovation
To provide the best product or service available to consumers, companies bet on
differentiation. They invest in design, improve production techniques, and are
committed to worker training. And see innovation as a way to distinguish themselves
in a competitive market.
WAYS TO I M PROVE
MARKETING COMPETITIVENESS
Identify and Promote

Customer values
USP
Cost efficient
Customer delight
operations
WAYS TO I M PROVE M A RKETI NG
COMPETITIVENESS
• Customer values - Customer values should be viewed not only in terms of product
characteristics, but also in terms of processes which deliver the product. Both the
product and process concept have to be right to achieve customer satisfaction.
• Identify and Promote USP - Unique Selling Proposition is something that sets a
product apart from its competitors in the eyes of existing customers as well as new
customers. Marketers are required to identify USP of their product and effectively
communicate it with the target audience.
WAYS TO I M PROVE M A RKETI NG
COMPETITIVENESS
• Cost efficient operations - Business is required to be organized and

operated efficiently, so that the cost of production and distribution be
minimized.
• Customer delight - Business organizations must provide proper customer
services to delight its customers.

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MARKETING

Competition improves purchasing power

More competition means greater choice and more

Competition means constant stimulation

Competition ensures market access for both businesses

Competition is beneficial to the country's economy

Competition ensures better prices

Competition favours consumers

Competition is beneficial for companies

Competition favours the creation of companies

Competition promotes innovation

• Competition is beneficial to the country's economy

Identify and Promote

• Cost efficient operations - Business is required to be organized and

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