Competitiveness in FMCG Markets

The links are explored between competitive rivalry and market structure using a convenient sample of FMCG markets of known structure (91 per cent response). Competing rivalry is analysed for each company using an American model which is then further developed into an “Index of Market Rivalry”. The findings indicate that marketing managers in FMCG markets would do well to analyse their strategies in relation to market share goals. Mix element usage should correspond to share goals. Competitive and market rivalry measures, given further development, will prove useful tools in market analysis.