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Competitor Analysis There Are Dozens Term Paper

… Competitor Analysis

There are dozens if not hundreds of manufacturers of children's book bags. Wholesale listing website Alibaba.com lists several Chinese manufacturers producing such bags. Most of these firms do not market or brand the bags, however. Kidage competes against firms that market the bags, but having this many producers implies that this industry is heavily fragmented, with bags on the market both under brands and without a major brand. Generic bags are more likely to compete in the cost leadership segment of the market, while branded bags are more likely to be differentiated players, competing against Kidage directly. Generic competitors will therefore be considered as a singular entity, because the consumer decision to choose a generic bag is distinct from the choice of brands…. [read more]

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