The decision · Competitive intelligence
Which competitor moves should we answer?
Competitors cut prices, open stores and launch campaigns every week. Most moves cost you little. ActionBasis estimates what each one is likely to cost, market by market, so you answer the few that matter.
Which competitor moves should we answer? · 1,800-store retailer
Local market share at risk if unanswered, next 12 months
- 1Competitor B opening near 14 stores−2.0 to −4.5 share points in those storesModelled
- 2Competitor A price cut, 3 markets−0.9 to −1.7 share pointsModelled
- 3Competitor A spring campaign−0.2 to −0.6 share pointsDerived
- 4Competitor C loyalty relaunchToo early to estimate the share effectAssumed
How we answer it
- 01
Find the gaps
Prices, advertising, reviews, openings and news are tracked weekly for the competitors you choose.
- 02
Refine scenarios
Each move is run forward to estimate what it costs you if you do nothing.
- 03
Plan for ROI
Responses are ranked by what they protect against what they cost.
- 04
Pace the steps
A response is tested in a few markets before it goes wide.
- 05
Measure and account
Share and sales in responding markets are measured against markets that held back.
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