Foundations of Marketing: Who’s Your Competition?

Overview:

This is a two-part lesson on competition analysis. In this lesson, students conduct a competitor analysis in order to design an informed marketing strategy. Using the case study from the Knowledge@Wharton article, students identify matrices useful for analyzing market competition. Using the concepts explained in the article, students analyze the market competition for a product of their choice and design a new product for the same market.

NBEA Standard(s):
  • Marketing, I. Foundations of Marketing
  • Marketing, II. Consumers and Their Behavior

Lesson Plan Details:

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