Marketing Strategy for Business

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As important as the dimensions of rivalry is whether rivals compete on the same dimensions. When all or many competitors aim to meet the same needs, or compete on the same attributes, the result is zero-sum competition.

– Michael E. Porter, HBR’s 10 Must Reads on Strategy

Several competitive strategies are short-sighted because they do not adequately define the competitive landscape facing a firm. All products should not aim to be alike. Imitating and matching rivals in your immediate sphere of competition does not create value for your customers. Value is created when your product is innovative and unique, thereby providing customers with a real choice and creating a winning marketing strategy for business.

A cola such as Diet Pepsi is competing directly wit

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