The document discusses the importance of understanding competitors and customers through competitor analysis. It outlines the steps in analyzing competitors, including identifying competitors, assessing their objectives and strengths/weaknesses, and selecting which to attack or avoid. It also discusses different competitive strategies like overall cost leadership, differentiation, and focus. Companies must balance being customer-centered and competitor-centered to become truly market-centered.

1. Chapter 17 Creating Competitive Advantage

7. Steps in Analyzing Competitors Figure 17.1 17 -

11. Competitor Map Figure 17.2 17 -

19. Cost vs. Differentiation Strategy Marketing in Action 17 -

22. Competitive Positions Figure 17.3 17 -