Competition assessment for retail outlets
1999
Orth, U. (Mendelova Zemedelska a Lesnicka Univ., Brno (Czech Republic))
This contribution introduces an innovative theoretical approach and empirical results of a consumer barometer applied to a local market for floricultural products. While developing the approach overall objectives were: assessing the current competition, identifying starting points for promising marketing strategies, evaluating those strategies and supporting a marketing controlling system. The consumer barometer therefore contains information on consumer shopping behavior and on market shares of various competitors (retail institutions like garden centers, retailing growers, retail floral shops, etc.). For one selected garden market an adequate marketing strategy has been developed to increase its competitiveness and to ensure future existence of the company.
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