Abstract
A method of measuring rivalry through a combination of marketing mix elements and importance of market share is outlined, based on marketing managers’ perceptions of competitiveness in the UK Fork‐lift Truck Market. An overall lack of correlation and synergy between market share and marketing strategy was discovered together with underutilisation of mix elements—this in turn created gaps for overseas importers to fill with competitive offerings. While the research instrument and quantitative analysis are capable of further refinement, the measures outlined should prove useful as an adjunct to market share and concentration measures.
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