3MARKETING MANAGEMENT AND IMPLEMENTATIONlocally made products of unique and interesting flavors. Large ice cream manufacturers likePeters and Bulla have fast caught up on the increasing taste for premium ice cream. It has beenfound from reports that Streets gets tough competition in the Australian market from top brandslike Bulla and Connoisseur (Ausfoodnews.com.au 2014). Close competition also includes Norco.Golden North and Homer Hudson are two distant competition of Streets and are fast gainingmarket. The Lehmann and Winer level of competition model helps the ice cream manufacturersunderstand that it is important for precisely locating and evaluating their competition as eachcompetitor brings a threat. The competitive derivatives are situated inside a diagram that hasbeen grounded in accordance with the product under assessment (Lehmann and Winer 2005). Image: Lehmann and Winer level of competition modelThe ice cream industry faces high level of competition (Newlands and Hota 2017). Thisis specifically clear in the product form category. There are many replacements in the productlevel for customers, extending to the product category and generic competition. RestaurantmealIce cream, frozen yoghurt, frozen souffléConfectionaryFrozendessertDairyproductSweetbiscuitsMilkshakesEnergydrinksYoghurtMoviesProduct form competitionChildren’sentertainmentLiquoriceBudget competitionGeneric competitionProduct category competition

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