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I'm doing the RM analysis on Warner Lambert (the new spreadsheet has really spurred me on to check some things out). Hoovers lists their top competitors as Bristol-Myers, Gillette, and Merck. Who would be the best to use? Using Gillette, they pretty much come out looking pretty darn good (in fact, this is how I came to research them. I was actually checking out Gillette, and they got whacked in the Monopoly status categories by WLA). But if razors and the like aren't their main gig, and I don't think they are, then perhaps they should be better compared to one of the pharmas. This makes sense since 2 of the 3 competitors listed were pharmas, too. Anyway, I know there was some discussion about which competitor to use when the RM daily talked about Gap. They decided that maybe you should compare all reasonable competitors, and use the strongest one against your company. I'd rather find the one that is the closest in business competition. Is Merck probably the one? Thanks in advance for any help, or any thoughts from someone who has already done this analysis.
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