Competitive Market Analysis from a Demand Approach: An Application of the Rotterdam Demand Model

The design of successful marketing strategies requires knowledge of the competitive market structure as well as the competitive patterns that exist in the market. Only with this prior knowledge can we take the right decisions: by knowing which of our competitors would be most affected and which would have a greater influence on our results. In this paper, a demand model is presented as a useful means of performing competitive market analysis using store-level data. Using this model, we aim to demonstrate an easily manageable tool that can be used to conduct competitive market structure analysis and to analyse the competitive patterns that exist in that market structure. [PUBLICATION ABSTRACT]