What is the difference between intratype and intertype competitors?

Intra-type competitors are those businesses that offer similar products within the same category. For example, in the context of community pharmacy, intra-type competitors would include local pharmacies that all provide prescription medications, over-the-counter drugs, and personal care items. These competitors typically focus on attracting the same customer base by emphasizing factors such as pricing, convenience, service quality, and loyalty programs.

On the other hand, intertype competitors offer different products that can satisfy similar customer needs. For instance, a grocery store, a health food store, and an online pharmacy could all be considered intertype competitors, as they provide different solutions for health and wellness but may target the same consumer overall. Customers might choose between these options based not only on price but also on product variety, convenience, and specific health needs.

This distinction is essential for businesses to understand, as it influences marketing strategies, product selection, and service offerings to effectively position themselves in the marketplace and respond to varying consumer preferences across different competition types.