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Management

“We have recently received market intelligence that our number-one competitor is focusing on the same status symbol concept for its tablet. We believe this will make our consumers want both the competitor’s and our product equally.”

“I need you to evaluate how our consumers will react to having both us and our competitor offering tablets with brands that are considered prestigious or status symbols. I would like you to use the idea of motivational conflicts as the basis of your evaluation.”

What is your analysis of the competitive situation?

Consumers will have an avoid-avoid conflict when choosing between your and the competitor’s product because they will not like the conflict of wanting two products equally and will avoid the decision completely.

Consumers will have an approach-approach conflict when choosing between your and the competitor’s product because they will want both products.

Consumers will have an approach-avoid conflict when choosing between your and the competitor’s product because consumers dislike conflict and will try to avoid it by focusing on just one product.

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