(a) Differentiate between price and non-price competition. (1 mark)
Price competition attempts to attract customers or market share through offering a cheaper price (eg discounting, cheaper deals, favourable payment terms etc). Non price competition attempts to attract customers by using product variation and product differentiation rather than by reducing price. Eg improved packaging, higher quality product, promotions and advertising.
(b) List TWO ways in which New Zealand pizza operators could successfully differentiate their product. (2 marks)
(i) Advertise only organic vegetables used in pizza.
(ii) Distinctive logo on pizza delivery vehicles.
Other correct answers accepted – ½ mark each
(c) Compare the relative merits of price and non-price competition.
(2 marks)
Price competition would be most suitable if demand was elastic. This would increase sales and revenue. If however demand was relatively inelastic, price competition would simply result in lower profits.
Non-price competition avoids price wars and maintains the existing price structure. Promotional costs would increase but these may be recovered through increased sales.