Articles and guides which focus on competitive strategy. With a focus on how to use it in marketing, creativity and e-Commerce.
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Why read this? : We share different tone of voice examples to show the difference this makes to a brand’s identity. Learn how the words a brand uses brings its values and positioning to life.
Why read this? : We use the 5Ws approach on e-Commerce market research. Learn how asking who, what, where, when and why helps you work out how to research online shopping. Read this to learn how
Why read this? : We walk through the creation of an e-Commerce strategy for an example pizza delivery business. Learn how to identify opportunities, and plan capabilities. We share the key decisions which drive the
Why read this? : We explore how to look for e-Commerce growth opportunities. Learn which strategies work best for different sources of growth. We share how to identify your ideal customers, and how to position yourself
Why read this? : We look at how to improve the Direct-to-Consumer (D2C) experience for your customers. Learn how to sharpen your thinking with insights, competitive strategy and positioning. And then learn how to turn those
Why read this? : Building a market attractiveness model helps you decide which customers to target. We go through the process of how you build one. Learn from our example how to gather the data and
Why read this? : We look at where you start when looking for e-Commerce insights. Learn the information sources and processes which got us through our first e-Commerce insights project. Read this to learn how
Why read this? : Marketing mistakes are inevitable. Even with the best of intentions, sometimes plans don’t work out. The key is to learn from them so you do better next time. We share lessons
Why read this? : You need a clear competitive strategy in e-Commerce to succeed. We review what Porter’s cost leadership, differentiation and focus strategies mean for online selling. Learn the pros and cons of each
Why read this? : We look at 4 actions which help you find your e-Commerce competitive advantage. Learn how to stand out from the pack with customer knowledge, brand building, experience creation and a learning
Why read this? : We look at why taking risks helps you build a stronger competitive advantage. Learn from our examples why you have to be audacious to go on the offensive in marketing. Read