Market analysis and intelligence: Competitor analysi...

 

This article, by Peter Field, reviews what lessons can be learned from studying brand leaders. Its main arguments are that brand leaders can learn from their challengers in order to reinforce their pr ...

The design of successful marketing strategies requires knowledge of the competitive market structure as well as the competitive patterns that exist in the market. Only with this prior knowledge can we ...

This paper presents a case study of an Australian employer association, Australian Business Limited, that developed a leading-edge “insights” capability by bringing together into a single, integrated ...

Alexander Biel, president of his own California brand consultancy, argues that brands that fail to differentiate themselves in meaningful ways take on the characteristics of a commodity and will fade ...

Stephan Butscher and Balraj Kalsi (Simon-Kucher and Partners) discuss how large companies with strong brands can respond to cheap competition. They show that reducing the brand’s price, or doing noth ...

Over the last several decades, advertising effects on sales have been studied without appropriately taking into consideration competitors' advertising activities. As a result, advertisers often instin ...

Peter Cooper uses military metaphors to illustrate how marketing battles and wars can be won. He compares revolutionary warfare with new brand development and compares Mao's principles of revolution w ...

This is a summary of a piece in MIT Management Review and suggests that competitive advantage can exists for short or long periods and that companies in high-velocity markets need to think 'Velcro', t ...

In response to a potentially disastrous reduction in the size of the jeans market, Levi Strauss commissioned Added Value to deliver a new 'brand vision'. Changes in the market as a whole (a move from ...

This paper examines the ways in which firms use the internet and its contents to conduct competitive intelligence. Due to the increased access to competitive data and the elimination of geographic bou ...

Good marketing can cause companies to fail. Several large, famous American companies got caught out by 'no frills', newcomers providing disruptive technology and coming from unexpected directions. Com ...

As the tarditional pattern of competition between industries breaks down, competition is likely to emerge from anywhere and in unexpected forms. But few companies have integrated this into their strat ...

Argues that the traditional SWOT analysis is no longer adequate for today's fast-changing competitive landscape. A new method for appraising competition is needed. Factors making for change are: merge ...

A common theme across international markets is increasing brand competitiveness. The share wars between giant global brands, such as Coke and Pepsi, are well-publicised but, in all markets, researcher ...