COMPETITIVE ANALYSIS

Competitive Analysis

[Date of Submission]Introduction

In order for a product to be successful it is necessary that the product has some points of innovation and that its design is attractive and is formed while keeping in light the targeted consumer perception that the company wants its targeted consumers to have about its product. In order to make a product successful or make the marketing of a product successful, it not only requires the innovation to be involved in it but in turn is based upon the products quality of design.

The first thing or the first source of marketing or to make a perception in the minds of the consumer, the one thing that is the most important is the consumer perception of the brand's product, which can only be created with a good product design of the product that will be reaching the consumer and will play an important role in the formation of consumer perception of the brand's product itself in the minds of the consumer.

No doubt that innovation is important in a product in order to make it stand out from the rest in the market but it is also important for the success of a product that the innovation is supported by a products design. In this paper the importance of innovation along with the importance of a product design is being highlighted in order to understand that how do they effect the process of the product's success in the market. Not only this, but the concept of product's design and innovation effecting the process success is being evaluated through comparing in between three different products of the same sector, which involves the sports car industry involving the three products which are Lexus GX 460, Volkswagen Touareg and Nissan's Murano.

These three are the products of the same industry but differ widely in their specifications and also differ in their unique excellences and their utmost designs. In order to understand the effect of the product innovation and product's design on the success of the products can clearly be understood from the comparison of these three differing but same category product (Christensen et. al, pp. 97-106).

On one hand the marketing create value for the consumer, but marketing is directly correlated with the products innovation and design, this means that if the product's design is not in alignment with the product's marketing or with what image of the product that has been communicated through the use of marketing, than it is most likely that the customers would not be preferred that brand.

Therefore, as said that marketing is a process delivering value to the consumers while innovation in turn can be defined by continuously generating value for the product while the product is in the market. Therefore, it is required that in order to keep a brand successful, it is important that the marketing and innovation of the product is kept continued throughout the profitable life of the product. In today's world, it is important that how the design ...