FitStyle, a company that makes stylish and affordable athletic shoes, is thinking of differentiating its shoes based on weight, support, and footbed cushioning. They’ve made a price ladder to compare their current product offerings and prices to their main competitors. What data would show that FitStyle may need to defend a unique market position?

 
 
 
 
 
 

With a price $5 below its competitors, FitStyle has a unique price position. They’ll need to begin thinking about what they will do if a competitor launches a product at that price.