MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
C. 1. H. Rivalries
Some industries are characterized by fierce rivalries. These rivalries can greatly influence competitive pressures in those industries, and the competition may even escalate to irrational proportions. These rivalries can some times offer opportunities for other firms to enter the industry but often can create a great deal of uncertainty in the industry.
An example of fierce rivals would be Gilette and Bic. For some reason these two rivals seem to really hate each other. If one enters a product category you can pretty much bet that the other can't be far behind. They compete against each other in a sort of odd set of seemingly unrelated businesses. For example both are major producers of razors, disposable lighters, pantyhose and writing instruments.