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Currently there are over 20 competitors working in the paint industry of Bangladesh. A few of these are foreign owned or multinational companies, but most of them are local. The competitor analysis is aimed at identification of the competition among these companies in the following dimensions:

6.1.1 Competitor Share of Market, Mind and Heart

Competitor share of market is the number of customers occupied by a particular company of the industry. Share of market is a very important indicator of the performance of a company. Share of mind indicates the brand or company that resides within the mind of a customer. Share of mind is very important in evaluation of different brands of a product by a customer. Share of mind is determined here by the question- “Name the brand of paint that comes first at your mind”. Along with share of mind, share of heart is also very important. Share of heart resides within the head of a customer about which brand he would prefer in future. Share of heart is measured here with the question- “Which brand would you buy in the future?” Table 6.1 shows the share of market, mind and heart of the major competitors.

It is clear from the table that, Berger is by far the leader in all three dimensions. And it is way ahead in the competition with 69.9% in share of market, 79.3% in share of mind and 73.6% in share of heart. Asian although has 12% of share of market, 7.2% of share of mind and 11.2% of share of heart, it is no match to compete with Berger. So it can be said that Berger is having almost a monopolistic leadership over the competition.

6.1.2 Position of Brands in Customers Mind

The relative positions of the brands in customers' mind (shown in 6.1) are derived using Multi Dimensional Scaling (MDS) procedure. The dimensions used for this purpose are the price at which the companies offer their product, their product quality and the service deliverables to the customer. The quality dimension includes the anti-discoloration, anti-swelling, anti-powdering and low thinner requirements capability of product. The service dimension includes availability of product, product variation, shade variation, container attractiveness and container size. The MDS provided a spatial map of the competing brands' relative positions in customers' mind.

It is obvious from the spatial map that, Berger is way ahead in the competition than other brands in acquiring positions of customers' mind having positive impact in all dimensions. Asian is in the mid level position of customers' mind. Roxy, Pailac, Romana, Moonstar and other small brands have acquired some positions behind Berger and Asian.

The map also gives an indication of the competition. Berger is very far away from competition and is in the leading position. Asian is somewhat in the mid level position of competition having no close competitors. Roxy, Pailac, Romana, Moonstar and other small brands are competing very closely. They can be termed as close competitors to one another.

It seems that Berger is again in the top position of th本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。