Philip Kotler outlined four levels of competition being faced by most business organisations operating in...

Philip Kotler outlined four levels of competition being faced by most business organisations operating in competitive environments. He based the four levels largely on the degree of product substitutability. These are brand, industry, form and generic competitors.

Analyse the level and type of competition between a 5-star hotel in London (marketed as the "World's greatest hotel") and a global chain of hotels with hundreds of hotels across the world.

Select the level of competition that describes the nature of their competition.