Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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Competitive Analysis among Multi-product Firms

  • Kim, Jun B. (Seoul National University)
  • Received : 2019.07.27
  • Accepted : 2019.10.02
  • Published : 2019.10.31
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Abstract

We analyze and study competition in differentiated product market using public data source. Understanding competitive market structure is critical for firms to assess how their products compete against other firms in a given market. In this paper, we estimate consumer demand, extend clout and vulnerability framework, and study competition among multi-product manufacturers in differentiated product market. For our empirical analysis, we adopt choice-based aggregate demand model and estimate consumer demand while accounting for unobserved product characteristics. Once we estimate consumer demand, we compute full price elasticity matrix and investigate intra- and inter- manufacturer substitutions among consumers. This research offers a framework for marketers to analyze and understand market structures, leading them to informed decisions.

Keywords

Acknowledgement

This study was supported by the Institute of Management Research at Seoul National University.

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