Marketing rivalry in an age of hyper-competition
Paul Walton
Is this the end of SWOT? Does the age of 'hyper-competition' mean a reappraisal of the role of competitive reviews in strategic planning? Do different kinds of strategies? The scale and direction of changes in the competitive landscape present major challenges to marketing practice.
'SWOT' is probably among the first words muttered by young marketers along with 'customer', 'profit' and those famous 'Four Ps'.
The 'SWOT chart' is the purposeful summary of a company's or brand's competitive position, which acts as a kind of bridge between the analysable past and an...