THE COMPETITIVE CULTURE MAP®: Performing Competitive Analysis By Examining Company Culture
and Organizational Structures
OCTOBER 2010
The Competitive Culture Map®: Sephora and Ulta Beauty, completed in September 2010, was performed to demonstrate a new methodology for conducting competitive analysis. It is aimed at marketers who are seeking to better understand their marketing competitive landscape.
The Competitive Culture Map® is a proprietary new research methodology developed by Luminosity Marketing. By utilizing information about the key decision makers, examining the company culture, and applying organizational development theories we are able to obtain richer competitive analysis. The approach allows marketers to predict future competitive moves by analyzing past actions and motivations of key decision makers. It goes beyond media spending and advertising messages to answer why competitors take certain actions.
The companies analyzed in this report were Sephora and Ulta Beauty, two leaders in the Beauty Retailer category. By profiling the organizational structures and marketing leadership at the two companies as a way of understanding the organizations’ decision making processes and values, valuable insights were uncovered about how the firms go to market and what marketing initiatives they might be pursued in the future.
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Please download the Executive Summary for an overview of the study. To download the summary, please input the information on the left and click the “Download Now” button. |
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To set up a presentation of the study for your company by the Luminosity Research Team, or to purchase the full study with detailed charts, images and additional insights, please contact Candice Seiger, Associate Director, Research & Client Development at Luminosity Marketing (646-213-4860 or info@luminositymarketing.com).
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