Strategic Group
Competitors with similar strategies and target markets.
Real World
In UK supermarkets, Aldi and Lidl form a distinct strategic group competing on price with no-frills formats, while Waitrose and M&S Food occupy a premium strategic group targeting quality-conscious shoppers.
Exam Focus
Name specific competitors when identifying strategic groups; vague answers lose application marks — use real brand examples from the case study or your own knowledge.
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