Marketing Strategy and Competitive Positioning pdf ebook

Rise in connected TV popularity
Apple TV
150
100
50
0
21
20
19
18
17
2016
Source
: eMarketer 
© FT

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Two brief notes for consideration on the nature of competition:
In the final of the men’s 100 metres at the World Athletics Championship in 
2009, Tyson Gay clocked a time of 9.71 seconds for the 100 metres. This was 
his personal best at that moment, and faster than any man, in any other round 
of the tournament. However, running in the same race was a man by the name 
of Usain Bolt (you may have heard of him), who ran 9.58 seconds, won the gold 
medal and also set new world and tournament record times.
Two walkers were out backpacking together in the woods. They rounded a bend 
in the trail, and came face to face with the largest and most angry looking grizzly 
bear. Instantly one of the walkers drops to his knee, pulls out his running shoes 
from his backpack, and begins removing his hiking boots. The other walker 
stares at this and says, ‘What are you doing? There is no way you can outrun a 
bear that size!’ Not looking up from tying his laces, the kneeling hiker replies,
‘I don’t have to be faster than the bear, I only have to be faster than you.’
The key takeaway from these stories is that performance should always be 
evaluated relative to the competition (see Sabnis and Grewal, 2012).
COMPETITOR ANALYSIS
CHAPTER 5
Gatwick Airport signalled the first moves to 
increase competition among London’s air-
ports on Monday with the launch of a new 
brand identity and advertising campaign.
The marketing drive, part of a £1bn 
scheme to improve London’s second airport, 
is an attempt to create a ‘challenger brand’ 
to BAA, the operator that owns Heathrow 
and was recently forced to sell Gatwick as