Creating a strategic group map
List your five nearest competitors
These can be indirect or direct competitors but should becompanies that compete closely with your product or service.These are the strategic groups that you’ll plot on your map.
Identify the two top competitive factorsin your market
One competitive factor should be expressed in ahigh to low range. The other variable is moreflexible, but should still reflect the most importantcompetitive factor in your market. These twofactors will be the X and Y map variables.
HighLowDirect mailOnlineRetail stores
Possible axes foryour strategic map
Product line mixMarketpenetration
HighLowSpecialty focusLow cost focusBroad range
Strategic focus differentiationProductprice