When developing a marketing plan, you can't stop with just identifying your competitors. You also need to clarify your position in the market compared to those competitors and outline an appropriate strategy for dealing with them.;Consider Coca-Cola and PepsiCo, two successful companies that compete with each other. Discuss some competitive strategies each company can adopt and some specific actions needed to support those strategies. Tie your comments Philip Kotler Marketing Management 13e textbook.
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