Integrated competition and customer analysis: Managing market share efficiently

Abstract

Like other types of executive, chief marketing officers are caught between opposing forces: driving long-term brand growth while making short-term sales targets. This paper proposes an integrated framework of analytics that is referred to as integrated competition models and consumer analysis, allowing readers to identify the drivers of brand choice and to understand which consumers are most likely to switch. These two types of insight help firms understand how to win or protect market share from competitors while staying true to the positioning of the brand and knowing who to target with what message. The framework also allows the identification of market structure maps that can be of help with more long-term business challenges, such as potential innovation or disruption areas.