LEADER’S COMPARISON CHART
Return to Four Price Points
| Standard Leader | Performance Leader | Price Leader | Next Leader |
| Offers the best known brand names, with average performance and prices. | Offers more performance for a higher price. | Offers lower performance for a lower price. | Can transform an industry through new technology or a new approach to customer convenience. |
| Sets the benchmarks for performance and price in the industry. | Prices are at least 10% over Standard Leader price. | Prices average 25-50% below Standard Leader price. | Prices are 20-50% below Standard Leader price. |
| Standard Leaders are the most common competitors and dominate the market shares of their industries. | As a group, Performance Leaders' total market share averages below 15% of the total market, and rarely reaches 30% of total sales. | As a group, Price Leaders average less than 15% of industry market share. | Market share of Next Leaders is difficult to forecast. They tend to create new industries and eventually become Standard Leaders in their new industries. |
| IBM, John Deere, Procter and Gamble, McDonald's, Safeway | BMW, Robert Mondavi Wine, American Express, Cannondale Bicycles, Restoration Hardware | Borland Software, Dean Foods, Drypers Disposable Diapers, Perrigo Drugs Manufacturing | Toys R Us, Home Depot, Apple Computers, Intuit, Jiffy Lube, Domino's Pizza |