The subject to be explored by the team:
Knowing how to differentiate yourself in a market starts with understanding the players in place, their weaknesses as well as their strengths. Being able to “pitch” a competitor’s solution in the most accurate and objective way makes it easier to assert your differences.
A tool for collaboration:
A good way to start this work is to position all the key players in the market on a reference frame where the ordinate axis represents the price charged and the abscissa axis represents a criterion of expectations or attractiveness that is sufficiently discriminating, such as the traditional or, on the contrary, avant-garde character of the brand, or the degree of technological or design importance.
Then, behind the ecosystem of competitors, each one hides its unfair advantage. That is to say, its head start on a particular market need or desire. Tesla’s technological lead on battery autonomy, Toyota’s on hybrid technologies or Dacia’s “just right” strategy are angles of attack that allow these brands to accurately target a particular consumer segment.