The final step in your marketing evaluation from the external perspective deals with your competition. You must have an active competitor surveillance program in place. If you customer makes a move, changes their message, or launches a new product, you need to be the first to know. Any move a competitor makes can affect your [...]

One of the most fundamental rules in marketing when taking on a competitor it to always understand your strengths and your competition’s weaknesses. When hired to develop a marketing for a client that wishes to challenge a competitor(s) position in the market, I first evaluate the company’s strengths and weaknesses and look for all the [...]