Identifying Competitors Competitors can include All firms making the same product or class of products All firms making products that supply the same service All firms competing for the same consumer dollars Competitor myopia refers to a firm focusing on what it considers to be its direct competition and not being aware of indirect or new competitors5 Identifying Competitors • Competitors can include: – All firms making the same product or class of products – All firms making products that supply the same service – All firms competing for the same consumer dollars • Competitor myopia refers to a firm focusing on what it considers to be its direct competition and not being aware of indirect or new competitors