RUN WITH THE Big dogS™ newsletter
Volume 3, issue 38

Do you need a simpler paradigm for market research?  Perhaps you could benefit from picking an enemy...John

Marketing idea

What's our market share? What are our competitors doing?  How are we doing? During a review meeting, our customer's team couldn't answer these questions.  Why?  For every product there were too many competitors and too few people available to research them in the Marketing Group.  After discussion we came up with the concept of picking the top competitor for each product and assigning one person to be responsible for learning everything possible about that competitor. The owner of each competitor was responsible for alerting the entire team whenever there was a significant change in the competitive environment.

By simplifying the process and focusing of the best of breed competitor in each product segment, the client improved their competitive knowledge dramatically.