Posts Tagged ‘competitive analysis’

Conducting a Competitive Analysis

Thursday, June 4th, 2020

Competitors are a fact of life for businesses of all types and sizes. Even if you think you have no competition (and some companies do think this), you do! We like to define competition, broadly, as “any available alternative to what you have to offer.” For instance, I worked in the healthcare industry for a number of years, leading the organization’s marketing efforts. We had direct competitors (other hospitals and clinics) serving the same market we served. We also had indirect competitors—Google search for instance. How often have you gone online to find information about some medical issue rather than make an appointment to see the doctor?

The point is, we all have competition. (more…)

Evaluating Your Brand? One Key Question to Ask Your Target Market

Thursday, October 19th, 2017

38309393 - group of different families together of all racesWhile businesses can never have complete control of their brand, they absolutely have the opportunity—and obligation—to work to manage and influence how their brand is perceived. Part of that journey starts with some basic market research. You need to understand how you’re currently perceived before you can start planning to get to where you want to be. (more…)

Yes! You DO Have Competitors!

Tuesday, May 6th, 2014

Every once in a while, we work with a client who believes that they do not have any competition–they are unique or their product is so exceptional that there is just nothing that competes. Those client conversations are always just a little bit awkward because, in reality, every organization of any size has competition of one form or another. Even an organization that is introducing a truly unique and innovative new product will deal with “indirect competition” (literally, “any other alternative” to what they have to offer). Acknowledging competition can be tough, but it’s a critical step in determining how to best “position” and sell what it is that you have to offer.

One way to think about this is to ask yourself the question: (more…)

How Does Your Web Site Stack Up?

Tuesday, November 5th, 2013

The yin/yang of the 21st century marketplace is that consumers can find, and form impressions of, you online without ever having to encounter you either face-to-face or voice-to-voice.

That can be a good thing if, through those encounters that you may never physically take part in, their impressions are positive. It can be a very bad thing if they’re not. And, sadly, you may never know the difference.

We were working with a client recently on a web site analysis. Through that process we: (more…)