Competitive assessment in service industries

Abstract

Grinstead Inns, a low‐priced motel chain, is a recent addition to the lodging product line of the Columbia Corporation (a fictional firm). Grinstead Inns is targeted toward the $30 to $40 per night economy segment of the lodging market. This case study describes the process of competitor assessment Columbia used to position Grinstead Inns in the economy lodging segment and why Columbia considered it worth the investment. This case is designed to show how a service business performs the competitor analysis process, and how strategy guides data collection. The Grinstead Inns “product” was based on market opportunities uncovered during the competitive assessment.

Citation

Leigh, T.W. (1989), "Competitive assessment in service industries", Planning Review, Vol. 17 No. 1, pp. 10-19. https://doi.org/10.1108/eb054243