6.3. Review of Competiton
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Introduce the main competitors (or near-competitors if targeting a completely new market area) and profile them – highlight their evolution, scale and activities, and market shares. Briefly assess their SWOTs.
Show how their market shares have evolved and indicate their current standing in the market.
Discuss pricing and non-price issues.
Describe the channels of distribution and promotional methods used by competitors, and indicate typical promotional expenditure levels.
Place detailed information in appendices.
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