Marketing, Chapter 18, Selecting competitors to attack or avoid
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Blue ocean strategy
Creating new markets instead of competing in existing ones. Make competition irrelevant
Bad competitors
In contrast, break the rules
Customer value analysis
An analysis conducted to determine what benefits target customers value and how they rate the relative value of various competitors' offers
Good competitors
Play by the rules of the industry
Distant competitors
Those that resemble the company less
Close competitors
Those that resemble the company most
