Barrier Analysis
Two nationally recognized computer manufacturers compete for market share of lap top sales. Company B. has 50% market share for lap tops within the United States, while Company A has 10% share. Company A plans to use competitive advertising in order to acquire more market share. Since the remaining 40% U.S. market share is dispersed among various companies with no clear path to substantial acquisition, Company A decides that Company B's market share represents a target for its streamlined acquisition of market share. Effectively, Company A's advertising team devises to pull market share directly from Company B. Negative advertising poised to make Company B. appear to have inferior products relative to Company A's lap top offerings threatens Company B's market share.
However, Company B. does have a collective, non-physical barrier in place to thwart the results of negative advertising imposed by Company A. A few aspects combine to comprise this barrier: the production of high quality lap tops, branding synonymous with effective and high quality products as well as world-class customer service and appreciation.
Company A projected to usurp 15% market share from Company B. through the implementation of a series of competitive advertising messages. However, Company B. had anticipated such a competitive campaign, and already had positioned a strategic barrier to absorb the onslaught of negative messaging. In fact, not only had Company B. been progressively sending out branding messages that emphasized how the company has manufactured quality, creative products and delivered outstanding customer value and experiences, it had prepared marketing messages that would amplify its current branding messages, product initiatives, and dedication to customer satisfaction. Company B. had planned an indirect response to any negative campaigning by a competitor by humbly focusing on its recognized achievements.
Company A implemented its competitive advertising campaign and attacked Company B. from numerous angles. Company A, for instance, attempted to purport that Company B. era of leading had passed and Company B's technology had...
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