2. Competitor benchmarking studies

Constant monitoring of the marketing activities and approaches of competitors (including newcomers) in order to respond promptly to rivals’ marketing strategies and tactics is essential to survive in today’s tough competitive environment.

This is one of McRBC’s specialties. Our competitive benchmarking studies have gained a strong reputation for validity and reliability over the more than 45 years that we have been carrying out this kind of research.

• Using our own interactive techniques refined over many years, we obtain information to elucidate competitors’ marketing strategies (merchandising, distribution channels, sales promotional programs).
  
  
• Through research and analysis of competitors’ manufacturing, distribution and sales costs, we provide consulting to assist in developing or reformulating strategies to respond to the pricing tactics and cost-cutting strategies of competitors.
  
• We analyze competitors’ sales-promotion activities and trends in order to devise effective sales promotion programs.
  
  
• Studies to assess competitors’ technological capabilities are another McRBC specialty.