DOCSLIB.ORG

CHAPTER 4 COMPETITIVE ANALYSIS for STRUCTUAL ATTRACTIVENESS Concept of Competition

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
CHAPTER 4 COMPETITIVE ANALYSIS for STRUCTUAL ATTRACTIVENESS Concept of Competition By Roshan pant MBM 2nd semester Nepal Commerce Campus CHAPTER 4 COMPETITIVE ANALYSIS FOR STRUCTUAL ATTRACTIVENESS Concept of Competition: This is the age of competition. Marketers must carefully identify and analyze their competitors. Competition can be in terms of brand, product-class, generic and geographic. Competition is a threat to the firm. A competitor is a firm in the market selling a product which is perceived as substitutable by buyers. Competitor analysis describes the competitors, evaluates the competitors, and anticipates the future actions of competitors. Sources of competition can be: 1. Lack of entry barriers: There are no entry barriers. This allows many firms to enter the market and deal in products which are substitutable. 2. New technologies: Research and development makes new production processes and technologies possible. They lead to product innovations. New products compete with old products. 3. Information technology: This has facilitated direct marketing through e-commerce. Internet and websites have increased competition. 4. Customer needs and preferences: Changing customer needs and preferences facilitate competition. 5. Environment forces: Changing environmental forces encourage competition. They can be political, legal, economic, and socio-cultural forces. Importance of Competitor analysis in marketing: • Avoid surprises. It helps to identify opportunities of competitive advantage and avoid threats. Surprises are avoided. Better planning can be done. • Gain competitive advantage. Competitive advantage can be gained over rivals by gaining knowledge of their strengths and weaknesses. Superior value can be provided to customers. Competition is the rivalry between companies selling similar products and services with the goal of achieving revenue, profit, and market-share growth. Companies strive to increase sales volume by utilizing the 4 components of the marketing mix, also referred to as the 4P's: product, place, promotion, and place. Some of the early steps in designing a successful marketing strategy include knowing and understanding your competition. Consequently, if you are not current on who the competition is, it becomes likely that another firm can provide a competitive advantage, such as product offerings at lower prices or value added benefits. Identifying your competition and staying current with their products and services and critical to remain competitive in tShe market. Types of Competitors Direct Competitors A direct competitor is another company that offers the same products and services aimed at the same target market and customer base, with the same goal of profit and market-share growth. A direct competitor is what typically comes to mind when you refer to the term 'competition,' and usually the type that draws the most focus from company's when designing strategies. Customers will shop for a variety of price points, locations, service levels, and product features when determining their purchase. In comparison, though, customers will not similarly choose the same mix of these options - and this is where competition becomes a factor. Recognizing where your competition is positioned is a key factor in understanding the potential your business solutions can fulfill. Indirect Competitors Indirect competitor is another company that offers the same products and services, much like direct competitors; however, the same end goals are different. These competitors are seeking to grow revenue with a different strategy. Nearly every company is involved with some form of indirect competition. General contractors face indirect competition from do-it-yourself promoters, such as The Home Depot. Both of these strategies are aimed at satisfying the customer's needs and desires utilizing a different marketing mix. By outlining all the potential ways the customer's needs can be met and using the marketing mix to handle the competition you can generate an advantage for your products and services. Replacement Competitors “A replacement competitor is something someone could do instead of choose your product,” “But they’re using the same resources they could have committed to your product.” These are the most challenging competitors to identify. However, we must remember that our customers define our competition. After all, the competition is simply the other choices they may choose to make. So we must interview customers, listen to their social media conversations, and understand macro trends to gain an understanding of what choices they are really making. Spacely Games Example: The Magic Tree House series of children’s books is a replacement competitor for Spacely Games. Essentially, if children have a free hour in their day, they can either decide to download a game or to read a book. Of course, I’m being a little idealistic assuming the average 8-year-old in 2012 is really considering reading a book instead of playing a mobile game, but that’s my end point. You have to be a bit of an anthropologist and really study your customers to determine what they consider as replacement competition for your products and services. So does an 8-year-old consider a book as competition for a mobile game? I’m guessing no. However, does a major influencer on that purchase decision (in this case, the parent) consider a book to be a replacement competitor? Well, this parent certainly does. What Creates Competitive advantage? Targeting Consumers Another way to use marketing to develop a competitive advantage is to target consumers more effectively than your competitors. For example, imagine there are two businesses with similar products and marketing budgets, each competing for same pool of customers. If one business performs customer research to determine which demographics are most likely to use its product, that business knows to target its marketing campaign at those specific customers. Meanwhile, the other business wastes advertising dollars targeting customers it has little hope of attaining. Consequently, a business that incorporates marketing research into its campaign secures a competitive advantage, even if its product in itself provides no distinct advantage. Pricing You also can establish a competitive advantage by marketing the fact that your products are available at lower prices than your competitors offer. This is a strategy often used by retail stores and other businesses that provide largely identical products or services. If it's possible to keep your prices low permanently, you can gain enough advantage to drive your competitors out of business. A modified approach is to lower your prices periodically -- for example, by announcing one-day sales. Other options are to announce that you will honor competitors' coupons or guarantee the lowest price on certain products. Both techniques help neutralize the marketing campaigns of your competitors and prevent customers from drifting toward other businesses. Unique and Qualitative products: The goal of your marketing strategy should be to establish a competitive advantage, meaning your business draws more customers from the same pool than other businesses in your sector. A competitive advantage can derive from a unique product or service. For example, if your business produces high-quality products that competitors cannot imitate, you enjoy a competitive advantage. Or if your business has access to proprietary methods or materials -- such as patented processes or inventions -- competitors might find it difficult to find marketing strategies that can overwhelm your distinct advantage. Superior Marketing Campaigns Superior marketing campaigns also can create competitive advantages. For example, if a business can convince consumers that its product offers significant advantages compared to others -- even if it doesn't -- that business will draw more customers and retain them longer. In industries where differences between products aren't overwhelming, competitive marketing techniques are the major way businesses create and maintain competitive advantages. For instance, many soda manufacturers can produce sweet beverages, yet just a few manufacturers manage to retain their front-runner status, largely by highlighting their products’ appeal through expensive marketing campaigns. KEY COMPETITOR ANALYSIS Competitor analysis in marketing and is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Profiling coalesces all of the relevant sources of competitor analysis into one framework in the support of efficient and effective strategy formulation, implementation, monitoring and adjustment. Competitor analysis is an essential component of corporate strategy. It is argued that most firms do not conduct this type of analysis systematically enough. Instead, many enterprises operate on what is called “informal impressions, conjectures, and intuition gained through the tidbits of information about competitors every manager continually receives.” As a result, traditional environmental scanning places many firms at risk of dangerous competitive blindspots due to a lack of robust competitor analysis In formulating business strategy, managers must consider the strategies of the firm's competitors. While in highly fragmented commodity industries the moves of any single competitor may be less important, in concentrated industries competitor analysis becomes a vital part of strategic planning. Competitor analysis has two primary
Load more

Recommended publications
  • Market Segmentation, Targeting and Positioning
    CHAPTER 9 Market Segmentation, Targeting and Positioning 9.1 LEARNING OBJECTIVES When you have read this chapter you should be able to understand: (a) the nature and purpose of market segmentation; (b) the contribution of segmentation to effective marketing planning; (c) how markets can be segmented, and the criteria that need to be applied if segmentation is to prove cost-effective; (d) how product positioning follows from the segmentation process; (e) the bases by which products and brands can be positioned effectively. 9.2 INTRODUCTION In Chapters 5 –7 we focused on approaches to environmental, customer and competitor analysis, and the frameworks within which strategic mar- keting planning can best take place. Against this background we now turn to the question of market segmentation, and to the ways in which compa- nies need to position themselves in order to maximize their competitive advantage and serve their target markets in the most effective manner. It does need to be recognized, however, that for many organizations the stra- tegic issues of market segmentation, market targeting and positioning often take on only a minimal role. A variety of authors (see, for example, Saunders, 1987; Solomon et al., 2006) have all pointed to the way in which approaches to segmentation are often poorly thought out and then poorly implemented. Strategic Marketing Planning Copyright © 2009 Colin Gilligan and Richard M.S. Wilson. All rights reserved. 339 340 CHAPTER 9: Market Segmentation, Targeting and Positioning There are several possible reasons for views such as these, although, in the case of companies with a broadly reactive culture, it is often due largely to a degree of organizational inertia, which leads to the fi rm being content to stay in the same sector of the market for some considerable time.
    [Show full text]
  • Competitive Analysis for a Growth Mindset
    Competitive Analysis for a Growth Mindset Competitive Analysis for a Growth Mindset 1 Building a Growth Marketing Plan with Competitive Analysis: What Every Marketer Needs to Know Building and scaling marketing is hard work—from creating content to launching campaigns to analyzing and optimizing channels, there’s work to be done in every corner. While you’re trying to attract and engage your personas, it turns out, so are your competitors. Your competitors’ content, campaigns, and solutions are affecting how those target customers perceive you, and affect the impact of all of your marketing efforts. So how do you fuel your growth in light of all of the market changes around you? The key is understanding and analyzing your competitors’ moves and incorporating those lessons into your growth marketing plans. In this guide, we’ll dive into the how-to of completing a full competitive analysis, outline a methodology for incorporating competitive analysis into each area of your marketing plan, and dig into the details of turning competitive insights into marketing wins across product marketing, demand gen, content marketing, and branding and PR. Businesses report having an average of 25 competitors in their market, and 87% say that their market has become more competitive in the last three years. Crayon State of Competitive Intelligence 2019 Competitive Analysis for a Growth Mindset 2 What is Competitive Analysis? Competitive analysis is the process of studying your market landscape and each player in that market to uncover patterns and trends. In a business context, this means digging deep into the solutions, marketing, teams, and more of each of your rivals to understand their strengths, weaknesses, and strategies in order to determine your own plan of action to grow and win.
    [Show full text]
  • Michael E. Porter
    COMPETITIVE Books by Michael E. Porter The Competitive Advantage of Nations ( 1990) Competitive Advantage: Creating and Sustaining Superior Pe$ormance (1985) Cases in Competitive Strategy (1982) Competition in the Open Economy (with R.E. Caves and A.M. Spence) (1 980) Interbrand Choice, Strategy and Bilateral Market Power (1976) COMPETITIVE STRATEGY Techniques for Analyzing Industries and Competitors With a new Introduction Michael E. Porter THE FREE PRESS THE FREE PRESS A Division of Simon & Schuster Inc 1230 Avenue of the Americas New York, NY 10020 Copyright O 1980 by The Free Press New introduction copyright O 1998 by The Free Press All rights reserved, including the right of reproduction in whole or in part in any form. First Free Press Edition 1980 THE FREE PRESS and colophon are trademarks of Simon & Schuster Inc. Manufactured in the United States of America 62 61 60 Library of Congress Cataloging-in-Publication Data Porter, Michael E. Competitive strategy: techniques for analyzing industries and competitors: with a new introduction1 Michael E. Porter. p. cm. .. Originallypublished: New York: Free Press, c I980 Includes bibliographical references and index. I. Competition. 2. Industrial management. I. Title. HD4 1 .P67 1998 658dc21 98-9580 CIP ISBN 0-684-84148-7 Contents Introduction Preface xvii Introduction, 1980 xxi PART I General Analytical Techniques CHAPTER 1 THE STRUCTURAL ANALYSIS OF INDUSTRIES 3 Structural Determinants of the Intensity of Competition 5 Structural Analysis and Competitive Strategy 29 Structural Analysis
    [Show full text]
  • The Importance and Level of Adaptation of STP Strategies for Growth in Foreign Markets: in the Case of Soft Drinks Company
    Asian Journal of Economics, Business and Accounting 19(2): 13-23, 2020; Article no.AJEBA.61566 ISSN: 2456-639X The Importance and Level of Adaptation of STP Strategies for Growth in Foreign Markets: In the Case of Soft Drinks Company Md. Mahathy Hasan Jewel1 and Kh Khaled Kalam2* 1Department of Marketing, Jagannath University, Bangladesh. 2Economics and Business School, Shandong Xiehe University, China. Authors’ contributions This work was carried out in collaboration between both authors. Both authors read and approved the final manuscript. Article Information DOI: 10.9734/AJEBA/2020/v19i230299 Editor(s): (1) Dr. Fang Xiang, University of International and Business Economics, China. (2) Dr. Chan Sok Gee, University of Malaya, Malaysia. Reviewers: (1) Getie Andualem Imiru, Addis Ababa University, Ethiopia. (2) Najah Hassan Salamah, King Abdulaziz University, Saudi Arabia. (3) Huseyin Altay, Inonu University, Turkey. (4) Ibajanaishisha M. Kharbudon, Fazl Ali College, India. (5) M. Beulah Viji Christiana, Anna University, India. Complete Peer review History: http://www.sdiarticle4.com/review-history/61566 Received 10 August 2020 Accepted 15 October 2020 Case Study Published 12 November 2020 ABSTRACT STP denotes Segmentation, Targeting, and Positioning. This study's main purpose is to demonstrate the STP concept's understanding and its importance in the success or failure of a Soft Drinks company. Examines the competitive role of Soft Drinks in the global soft beverage industry. Since they operate in over 200 countries, they have a simple choice as to whether their products are standardized worldwide and whether they can benefit from economies of magnitude and adapt their products to a given market.
    [Show full text]
  • Strategic Analysis Tools
    Topic Gateway Series Strategic Analysis Tools Strategic Analysis Tools Topic Gateway Series No. 34 1 Prepared by Jim Downey and Technical Information Service October 2007 Topic Gateway Series Strategic Analysis Tools About Topic Gateways Topic Gateways are intended as a refresher or introduction to topics of interest to CIMA members. They include a basic definition, a brief overview and a fuller explanation of practical application. Finally they signpost some further resources for detailed understanding and research. Topic Gateways are available electronically to CIMA Members only in the CPD Centre on the CIMA website, along with a number of electronic resources. About the Technical Information Service CIMA supports its members and students with its Technical Information Service (TIS) for their work and CPD needs. Our information specialists and accounting specialists work closely together to identify or create authoritative resources to help members resolve their work related information needs. Additionally, our accounting specialists can help CIMA members and students with the interpretation of guidance on financial reporting, financial management and performance management, as defined in the CIMA Official Terminology 2005 edition. CIMA members and students should sign into My CIMA to access these services and resources. The Chartered Institute of Management Accountants 26 Chapter Street London SW1P 4NP United Kingdom T. +44 (0)20 7663 5441 F. +44 (0)20 7663 5442 E. [email protected] www.cimaglobal.com 2 Topic Gateway Series Strategic
    [Show full text]
  • Competitor Analysis Topic Gateway Series No.21
    Topic Gateway Series Competitor Analysis Competitor Analysis Topic Gateway Series No.21 1 Prepared by Ray Perry, Michelle Ross and Technical Information Service Revised November 2008 Topic Gateway Series Competitor Analysis About Topic Gateways Topic Gateways are intended as a refresher or introduction to topics of interest to CIMA members. They include a basic definition, a brief overview and a fuller explanation of practical application. Finally they signpost some further resources for detailed understanding and research. Topic Gateways are available electronically to CIMA members only in the CPD Centre on the CIMA website, along with a number of electronic resources. About the Technical Information Service CIMA supports its members and students with its Technical Information Service (TIS) for their work and CPD needs. Our information and accounting specialists work closely together to identify or create authoritative resources to help members resolve their work related information needs. Additionally, our accounting specialists can help CIMA members and students with the interpretation of guidance on financial reporting, financial management and performance management, as defined in the CIMA Official Terminology 2005 edition. CIMA members and students should sign into My CIMA to access these services and resources. The Chartered Institute of Management Accountants 26 Chapter Street London SW1P 4NP United Kingdom T. +44 (0)20 7663 5441 F. +44 (0)20 7663 5442 E. [email protected] www.cimaglobal.com 2 Topic Gateway Series Competitor Analysis Competitor Analysis Definition Competitor analysis is defined as the: ‘Identification and quantification of the relative strengths and weaknesses (compared with competitors or potential competitors), which could be of significance in the development of a successful competitive strategy.’ CIMA Official Terminology Guide 2005 Competitor analysis involves understanding and analysing businesses which compete directly or indirectly with your business in at least one market, product category or service.
    [Show full text]
  • Marketing Module 4: Competitor Analysis
    June 2013 EB 2013-05 MARKETING MODULES SERIES Marketing Module 4: Competitor Analysis Sandra Cuellar-Healey, MFS MA Miguel Gomez, PhD Charles S. Dyson School of Applied Economics & Management College of Agriculture and Life Sciences Cornell University, Ithaca NY 14853-7801 Table of Contents Page Foreword……………………………………………………………………………………...4 1. Introduction……………………………………………………………………………....5 2. Competitor Analysis Defined…………………………………………………………...5 3. Identifying Current and Potential Competitors……………………………………….5 3.1 Industry-Based Analysis……………………………………………………………...6 3.2 Market-based Analysis……………………………………………………………….7 4. Competitor Profiling…………………………………………………………………….8 5. Assessing Market Attractiveness……………………………………………………….10 6. Designing Competitive Strategies ……………………………………………………..12 6.1 Market Leader………………………………………………………………………..12 6.1.1 Expanding total market………………………………………………………12 6.1.2 Defending market share……………………………………………………...13 6.1.3 Expanding market share……………………………………………………...13 6.2 Market Challenger…………………………………………………………………...13 6.3 Market Follower……………………………………………………………………...14 6.4 Market Nicher………………………………………………………………………..15 References…………………………………………………………………………………...16 Supplement No. 1 – Example of a SWOT Analysis for Whole Foods………………………..17 Supplement No. 2 - Example of a SWOT Analysis for Mc Donald’s………………………...18 Foreword A marketing strategy is something that every single food and agriculture-related business (farms, wholesalers, retailers, etc.), no matter how big or small, needs to have in place in order to succeed in the marketplace. Many business owners in the food and agriculture sector in New York State and elsewhere are hesitant to set up an actual marketing strategy because they simply do not know how to go about developing it. How to better market their products and services remains a primary concern among New York State food businesses as a result. In response to this need, we offer this Marketing Modules Series of eight modules which constitute a comprehensive training course in marketing management.
    [Show full text]
  • Competitor Analysis and Accounting (Relevant to Paper II -- PBE Management Accounting and Finance) Dr Fong Chun Cheong, Steve S
    Competitor analysis and accounting (Relevant to Paper II -- PBE Management Accounting and Finance) Dr Fong Chun Cheong, Steve School of Business, Macao Polytechnic Institute Every day we see competition in products and services in a modern business society. Competitor analysis and accounting is a central issue in strategic management accounting. These techniques help companies analyze and master the competitive situation. Competitor analysis and accounting is also called competitor-focused accounting or accounting for the competition. Key benefits of competitor analysis and accounting Competitor analysis and accounting is regarded as a central element in business planning and control. There are four key benefits of competitor analysis and accounting: 1. Industry benchmarking. Companies compare themselves with similar companies in the same industry to identify their strengths and weaknesses. For example, Bank of East Asia sets Hang Seng Bank as its benchmark for comparison, as both are local banks in Hong Kong. 2. Learning from competitors. Companies study their similar market experiments to those which they are planning. For example, mobile phone service companies compare plans of other mobile companies when planning a new promotion of phone services. 3. Positioning. Companies try to identify their competitors’ strengths when choosing competition methods, either by cutting the product price to exercise cost leadership or by launching a new product or service to achieve product specialization. 4. Identifying opportunities and threats. Competitor analysis and accounting links with the traditional strengths, weaknesses, opportunities and threats (SWOT) analysis for handling both business opportunities and threats. Some query why competitor analysis is critical for identifying opportunities and threats. To answer this, think about what questions an organization should ask to identify these.
    [Show full text]
  • Developing a Competitor Analysis Concept for Case Company Custom- Ers
    Ville Mononen Developing a Competitor Analysis Concept for Case Company Custom- ers Metropolia University of Applied Sciences Bachelor of Engineering Industrial Management Bachelor’s Thesis 4 May 2021 Abstract Author Ville Mononen Title Developing a Competitor Analysis Concept for Case Company Customers Number of Pages 38 pages Date 4 May 2021 Degree Bachelor of Engineering Degree Programme Industrial Engineering and Management Professional Major International ICT Business Instructors Aki Lähteenmäki, Service Architect Thomas Rohweder, Principal Lecturer The objective of the thesis was to establish a competitor analysis concept to guide the case company’s customers in conducting competitor analysis and in linking analysis find- ings with their service strategy. The case company has noticed in customer assignments that competitor analysis has a significant role in business and service management. The thesis and the concept were done by utilizing existing literature, a questionnaire for the case company’s stakeholders, and interviews with the case company’s personnel and stakeholders. The literature offered best practices of conducting competitor analysis and two useful tools, SWOT analysis and Porter’s five forces. The current state analysis revealed the challenges that service providers are struggling with when conducting competitor analysis. The competitor analysis concept was devel- oped based on the challenges the service providers revealed in the questionnaire. The outcome of the thesis is a competitor analysis concept that is two-staged,
    [Show full text]
  • Researching Your Competitors
    Spy Guide: A DIY CHECKLIST FOR COMPETITIVE ANALYSIS What Is a Competitive Analysis? Competitive analysis is the process of analyzing your top competitors’ products, sales, and marketing strategies. The purpose is to use their tactics as a base expectation for your brand and marketing strategies and find ways to improve on them. Basically, if you want to improve your business, you have to do better at what other businesses are currently doing. The Guide There are a lot of different ways to complete a competitor analysis. So, think of this as a basic, yet essential guide. Use the space provided to write down notes for each step. 1. Identify Your Competitors Chances are, you already know who your competitors are. You could probably do a quick brainstorm and identify at least three Goliath companies within your industry. But you’ll need to validate your suspicions with data-backed research. You might find out that companies that are highly competitive in sales are below you on search rankings. What To Do Start by searching some general keywords into Google that apply to your company. For example, if you owned a high-fashion swimsuit company, you might search “fashionable swimwear,” or, “high-end swimsuits.” See where you show up in the search results compared to your competitors. Who comes before you? How far down the search results page is your company? Make a list of companies performing better than you. These are your competitors. 1 Use the space below to take note of your competition: Competitor A Name: Website: FB: LinkedIn: Instagram: Company Size: Years in Business: Product Line/Diversity: Competitor B Name: Website: FB: LinkedIn: Instagram: Company Size: Years in Business: Product Line/Diversity: Competitor C Name: Website: FB: LinkedIn: Instagram: Company Size: Years in Business: Product Line/Diversity: 2 2.
    [Show full text]
  • Competitor Analysis
    Topic: Competitor Analysis. Keeping Ahead Of The Game Competitor Analysis A recent survey of businesses in the USA on their approach to understanding the operations of their competitors identified two categories of company, eagles and ostriches. Eagles analyse their rivals, and assume these rivals are doing the same; and ostriches, Published in CAD well, they're just content to focus on their own affairs. Dealer Magazine Few companies can survive without some basic knowledge of their competitors, such as the products or services they sell and, crucially, the price they sell them at. Yet relatively few small and medium sized enterprises invest in a thorough analysis of their rivals, mainly due to a lack either of resources or an appreciation of how this can be carried out. As awareness of the benefits of gathering this information grows however, more and more businesses are investigating how to go about it. What Is Competitor Analysis? Competitor analysis ('CA') is the in-depth study of one or more rivals (or potential rivals) to gather information on their structure, strategies, strengths, weaknesses and future directions. This information is then used to make informed decisions about everything from marketing to long term business strategies. CA goes beyond the type of B2B research that most companies will already be engaged in to varying degrees, such as reading trade papers or obtaining rivals' sales literature - although the systematic gathering of information from published sources is an important element of it. It involves extracting and piecing together the inside information your competitors really don't want you to get your hands on.
    [Show full text]
  • Kollectify-Case-Study-Parkfield-Commerce.Pdf
    Case study: HELPING PARKFIELD COMMERCE DOMINATE THE COMPETITIVE AGENCY ARENA What is Parkfield Commerce? Parkfield Commerce is an innovative e-commerce agency that helps ambitious brands sell directly to consumers and scale their revenue. Through a suite of expert services including e-commerce analysis, conversion optimisation and growth marketing, they design beautiful sites and create powerful strategies for online retailers in all industries. www.parkfieldcommerce.com REPOSITIONING AN E-COMMERCE “ We knew it was time to VETERAN move away from the Parkfield Commerce is a veteran in the world of Shopify design and standard fare of agency development. The agency’s loyal client base and glowing reviews offerings — we needed to are testament to its impact on the industry. bring our personality and But things change quickly online. Adding a holistic marketing USP to the forefront. service to their offerings served them well in recent years, but had left them vulnerable to competition with stronger positioning and And we knew Kollectify more memorable branding. would be the right team to To avoid becoming outdated, Parkfield Commerce were keen to help us achieve that. expand their services beyond design and development. After a discovery session with the Parkfield Commerce team, ” Kollectify began to dig deep into brand positioning. Through deep Richard Emanuel analysis and customer interviews, Kollectify worked closely with CEO & Co-Founder of Parkfield Parkfield Commerce to carve a core value proposition that would Commerce elevate and enhance the agency’s brand positioning. ALIGNING PARKFIELD COMMERCE’S BRAND WITH CUSTOMER EXPECTATIONS “ Parkfield Commerce Our mission was to reposition Parkfield Commerce in an ever-evolving always knew who they industry fierce with competition.
    [Show full text]