There are many factors to consider when developing your pricing strategy, both short- and long-term.
Your access to competitive information will vary. Competitors that are publicly traded may have a significant amount of information available. Competitive information may be limited in situations where your competitors are privately held.
If possible, you may want to take on the task of playing the role of a playstation business plan customer and gain information from that perspective. Discuss how your service offering compares to the others. Your travel playstation business plan might offer better airline ticketing than others, or perhaps it is located next to a major university and caters to student traffic.
Your graphic design business might be mid-range in price, but well known for proficiency in creative technical skills. Your management consulting business is a one-person home office, but enjoys excellent relationships with major personal computer manufacturers who call on you for work in a vertical market in which you specialize.
Discuss how you are positioned in the market. Why do people buy your services instead of the other services offered in the same general categories? What benefits do you offer?
How does your mix compare to others? Think about specific kinds of benefits, features, and market groups, comparing where you think you can show the difference your company provides relative to your competition. Explain the general nature of competition in this business, and how the customers seem to choose one provider over another.
In the restaurant business, for example, competition might depend on reputation and trends in the high-end part of the market, and on location and parking for a fast food restaurant.
In many professional service practices, the nature of competition depends on word of mouth because advertising is not completely accepted.
Is there price competition between accountants, doctors, and lawyers?
How do people choose travel agencies or florists for weddings? Why does someone hire one landscape architect over another? Why choose Starbucks, a national brand, over the local coffee house?
All of this is the nature of competition. These considerations provide focus to your competitive analysis: What factors make the most difference for your business?
What might make customers choose one of your types of business over another? Price or billing rates? Are brand names important or is it simply word of mouth, in which the secret is long-term satisfied customers?
In what segments of the market do your competitors operate? What seems to be their strategy? How much do they impact your business, and what threats and opportunities do they represent? The goal of the competitive analysis is to better position your organization to leverage your competitive edge.
How is your company different from others? In what way does it stand out? Is there a sustainable value that you can maintain and develop over time? The competitive edge might be different for any given company, even between one company and another in the same industry.
A graphic design firm might have a head start in Internet Web design or a programming staff as a competitive edge, which puts it ahead of most competitors. An accounting practice might have a very-well-known senior partner, whose books are used as texts. Business plans should incorporate a section addressing the competitive analysis.
Business Plan Pro by Palo Alto Software is one example of how the competitive analysis is integrated into the plan. This information and perspective is then used to build a more comprehensive competitive business strategy.
Originally published on Bplans.It’s best to define your positioning, create your brand strategy, and identify your distribution channels before you develop your pricing strategy in the marketing plan. By doing so, you’ll ensure that your pricing reflects your value and reinforces your brand.
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Sony’s over-the-top TV streaming service is the latest to raise the price of its subscription service, which will now cost $5 more per month.
PlayStation is being engineered as the saviour of Sony's struggling technology business. Reuters reports that the company intends to slash its existing smartphone and TV ranges and instead work to.