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What are the most common mistakes in competitive response planning and how can you avoid them?

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Competitive response planning is a key component of marketing analytics, as it helps you anticipate and react to your rivals' moves in the market. However, many marketers make mistakes that can undermine their effectiveness and waste resources. Here are some of the most common ones and how you can avoid them.

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1 Lack of data

One of the biggest mistakes in competitive response planning is relying on assumptions, opinions, or outdated information instead of data. Without data, you can't measure your performance, identify your strengths and weaknesses, or understand your competitors' strategies and tactics. To avoid this mistake, you need to collect, analyze, and update data from various sources, such as market research, customer feedback, social media, web analytics, and industry reports. Data will help you make informed decisions and adjust your response accordingly.

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Fazlan Marikkar

Digital Strategist I Performance Marketing I Digital Media Buying
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In my opinion, most of the brands are doing the same things that competitors are doing. Especially in the field of Social Media and Digital, many brand managers want to do what competitors are doing and be top in metrics. You have to set your strategy and move forward.You can to define your move

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Sarah Chandler
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The biggest mistake that I witnessed in competitive response planning to technical innovators was to not innovate at all. It is tough when the organization has solid products and customers using them and on-going maintenance and consulting, but they will lose market share to startup innovators. An option is to buy one of the innovators. Otherwise, the scramble to develop software from scratch with out-dated global teams can be a money suck. Hiring a new team and implementing may take more than one try. Either way, a software as a service needs to innovate or it will fade away.

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2 No clear objectives

Another common mistake in competitive response planning is having no clear objectives or metrics to evaluate your response. Without objectives, you can't define your desired outcomes, set your priorities, or allocate your resources effectively. Without metrics, you can't track your progress, measure your results, or learn from your successes and failures. To avoid this mistake, you need to set SMART (specific, measurable, achievable, relevant, and time-bound) objectives and metrics for your response, and align them with your overall marketing goals and strategy.

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Jesper Elmgren Korskj?r

Lead B2B revenue marketing manager | Curious demand generation enthusiast, ABM & thought leadership for sales acceleration | Bridging digital marketing & sales for unified success.
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In competitive response planning, a common pitfall is the lack of clear objectives, leading to misdirected efforts and resource wastage. Without well-defined goals, prioritizing strategies becomes challenging, and measuring effectiveness is nearly impossible. To avoid this, establish SMART (Specific, Measurable, Achievable, Relevant, Time-bound) objectives that dovetail with your overarching marketing strategy. These should guide your actions and allow for adaptability to market changes. Alongside, set precise metrics for tracking progress and evaluating outcomes. This focused approach not only streamlines your response but also aligns it with your larger marketing goals, turning challenges into opportunities for growth and learning.

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3 Overreaction or underreaction

A third common mistake in competitive response planning is overreacting or underreacting to your competitors' actions. Overreacting means responding too aggressively or hastily, without considering the costs, risks, or benefits of your response. Underreacting means responding too passively or slowly, without taking advantage of the opportunities or challenges that your competitors create. Both overreaction and underreaction can damage your brand image, customer loyalty, market share, or profitability. To avoid this mistake, you need to balance your response and choose the appropriate level of intensity, timing, and scope, based on your data, objectives, and metrics.

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Albaraa Al-Thami, MSc

Retail Growth Strategy Visionary?? | Crafting Customer-Centric Growth | Franchise Expert & Frontline Regional Leader | Marketing Analytics Expert
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I've learned from previous business lessons that sometimes the best course of action is to take no action at all. Contrary to popular belief, staying silent in the face of a competitor's move can demonstrate your confidence in your own approach and solidify your brand's distinct position.

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4 Copying or ignoring

A fourth common mistake in competitive response planning is copying or ignoring your competitors' moves. Copying means imitating your competitors' products, prices, promotions, or channels, without adding any value or differentiation. Ignoring means disregarding your competitors' actions, without assessing their impact or implications for your market position or customer needs. Both copying and ignoring can erode your competitive advantage, reduce your innovation, or lose your relevance. To avoid this mistake, you need to create your own value proposition and communicate it clearly and consistently to your target audience.

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Marina Hop

Scientist, Strategist and Founder of Viveo - creative marketing for ambitious bioscience companies
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Companies often react to competitors because they lack a well defined strategy themselves. To be a legitimate strategy it should focus on things your competitors will not choose to do. How do you offer your customers some type of value they can't get elsewhere?

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5 No coordination or feedback

A fifth common mistake in competitive response planning is having no coordination or feedback among your marketing team and other stakeholders. Without coordination, you can create inconsistencies, conflicts, or gaps in your response, or miss out on synergies or insights from other departments or functions. Without feedback, you can't monitor your response, identify problems or opportunities, or improve your performance or processes. To avoid this mistake, you need to establish a cross-functional team and a feedback loop for your competitive response planning, and ensure that everyone is aligned, informed, and involved.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most common mistakes in competitive response planning and how can you avoid them?

1

2

3

4

5

6

1 Lack of data

2 No clear objectives

3 Overreaction or underreaction

4 Copying or ignoring

5 No coordination or feedback

6 Here’s what else to consider

Marketing Analytics

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What are the most common mistakes in competitive response planning and how can you avoid them?

1

2

3

4

5

6

1 Lack of data

2 No clear objectives

3 Overreaction or underreaction

4 Copying or ignoring

5 No coordination or feedback

6 Here’s what else to consider

Marketing Analytics

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