Price Competition Strategy
1: Scope
Content: This document spans the scope of competitors, products and services, and nonprice competitive utilities used in formulating my Strategy for Price Competition.
Scope of competitors: Below are the competitors considered particularly active in my area.
Competitor
Reason for inclusion
Clever Clogs
Van based service customers mention seeing lately
ABC Computers
Long established local shop very like me
Eyesore U Coming
Local shop based provider of domestic and business IT
Ones ‘n’ Naughts IT Solutions
My closest competitor (within 1 mile)
Terrabites
Located other side of town customers mention regularly
Inculcation Limited
15m away, gets regular PR, I have lost customers to them
ASDA
Strong influence on price perceptions
PC World
Key competitor – a ‘must’ understand
Scope of ‘computers’: These are listed below with ‘typical’ specifications.
New laptops
Typical specification
Budget/entry level
15.6" screen, Acer Aspire, Intel Celeron, 4G RAM, 500G HD, DVD RW
Mid-range c.£400
15.6" screen, Toshiba, Intel i3, 6G RAM, 750G HD, DVD RW
Computers
Typical specification
Budget/entry level
AMD Dual Core 2.6GHz, 4G RAM, 500G HD, DVD RW
Mid-range c.£350
Intel i3, 8G RAM, 1T HD, Blueray
Refurb laptops
Typical specification
Budget/entry level
15.6" screen, Dual Core Celeron, 1.6GHz, 2G RAM, 320G HD, DVD RW
Mid range c.£275
15.6" screen, Dual Core Celeron 2.3 GHZ, 6G RAM, 750G HD, DVD RW
Scope of other products: Below are listed additional key products that define my range.
Other products
Printers
Entry level multi-function
Inks
Epson compatible black ink
USB pen drive
16G
Software
Retail packaged AV
Fast moving

12 pack AA batteries (unbranded)

1 ream 80gsm paper

DVD –R 50 pack
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Price Competition Strategy
1: Scope
Scope of services
Below are listed the services included into the scope of this strategy. These have been
selected as they are most easily and reliably compared with competitors.
Services
Virus/Malware removal
15/17” Laptop screen replacement
Disk reformat and software reinstall
5Gb data backup - media supplied
11 Gb data backup - media supplied
Scope of non-price competitive capabilities
These are listed below along with descriptions of what they are taken to mean.
Non price
utilities
Description
Business
reputation
Regular mentions in local media. Positive sentiment from contacts/
customers. High profile in local community. Professional website.
Convenience
Actually convenient i.e. easy to find and get to. Presents an image of
convenience i.e. clear opening times, parking facilities etc.
Street presence
Shop signage clearly states what the shop does. All business details clear.
Signage professional and attractive.
Window display creates "the right" impression, draws people and entices
visiting. All posters/signs/notices conspicuous to target audiences.
A boards used and positioned appropriately. Messages understandable
at-a-glance, easily readable from distance and appeal to target audience.
Shop layout
Positive experience, layout promotes browsing. Uncluttered with clear
flow around shop, displays adequately stocked, everything easy to find.
Product
merchandising
Effective in-shop promotion. Clean shop, aisle ends and adjacencies used,
displays not crushed, price tagging and product information evident.
Services
merchandising
Effective in-store promotions. Messages are clear, prominent and
appropriate to target audience i.e. use of colour, font and design etc.
Product range
Stock held aligns with that implied by signage and window displays.
Appropriate breadth and depth of category ranges on offer.
Services range
Services align with those implied by signage and window displays.
Appropriate range of services on offer.
Staff
(friendliness and
presentation)
Quality and friendliness of welcome, style of service, hard or soft sell,
general banter
Staff (product
and technical
knowledge)
Staff well informed and helpful providing appropriate knowledge and
expertise. Assistance is given freely and easily without jargon.
Customer care
Evidence of a customer newsletter, advice guides, training and
assistance, product demonstrations
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