The client, with 7+ years in his industry, needed market research of the 2nd handbook industry in the UK. Also, a Comprehensive Competitor Analysis to review their position in the market. They needed to get a better understanding of their competitors and see how the industry has evolved over time.
Our work consisted 3 approaches: 1) Competitor average book price – comparison of their pricing (maximum, average and minimum) over different online platforms. 2) Reference pricing on 5 books – sample of 5 books taken and compared against all competitors, in order to see how the same book is priced per competitor on different online market and 3) Competitor scorecard – an in-depth analysis of each competitor in order to understand how they acquire books, how they sell the books, which online shops they use, how good do they utilize online shows, and see their financial records.