X hits on this document

217 views

0 shares

0 downloads

0 comments

8 / 97

The Competitive Set

Determining your current and future competition is also a key input for your “due dili- gence” process. Assessing your current competition can take the form of a simple audit. This entails asking the question, “Who is in the market?” (e.g., domestic and international players) and, “What are they currently doing?”. Alternatively, a more detailed evaluation of your competitors is another, which is discussed below.

Table 1.3: Simplified Direct Channel Audit

Retailer

Store Presence

Bombay

Crate & Barrel

Ethan Allen

Restoration Hardware

Williams-Sonoma/Pottery Barn

IKEA

Home Sense

Leon’s

The Brick

Using the Home Improvement sector as an example, a cursory audit of this category reveals the following:

Direct Channel Presence

Table 1.3 provides a quick overview of some of the key players and whether they have an online presence in the Home Improvement space.

As noted earlier, an alternative would be to conduct a detailed audit of their “direct channel” capabilities.

The detailed audit could provide information about deficiencies and/or solutions that your current competitors in the category may be providing to consumers (this will be covered in Chapter 2).

Visa e-commerce cross-border handbook for U.S. retailers

Copyright 2010 Visa. All rights reserved.

1-3

Document info
Document views217
Page views217
Page last viewedSun Dec 04 19:37:42 UTC 2016
Pages97
Paragraphs2373
Words29313

Comments