A Competitive Analysis Of Ski Resorts In Bosnia And Herzegovina Using Differential Advantage Proforma
The purpose of this paper is to conduct a competitive analysis of ski resorts in Bosnia and Herzegovina using differential advantage proforma. Bosnia and Herzegovina has a strong brand image due to Winter Olympics conducted in Sarajevo in 1984. This image has been weakening due to lack of marketing efforts, especially following the war between former Yugoslav republics. Competitive analysis is an important part of marketing strategy for companies to identify strengths and weaknesses among various competitors. In this study, differential advantage proforma is used as a technique of competitive analysis to identify comparable positions and key customer values of ski-resorts in Bosnia and Herzegovina. To identify competitive positions, a series of qualitative techniques (focus groups, personal interviews, site visits – observation) are used. Research results indicate that five competing ski-resorts have unique differential advantages that can be used in marketing of these resorts.
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