This document provides steps and an example for how to plan against retail competition using the WIN approach. The WIN approach involves writing the needs and perceptions of customers and competitors, assigning them weightages and scores, and strategizing based on the total scores. The example shows weighting price, brand, and experience for two competitors, then calculating their total scores. It determines that while one competitor has a lower price and higher brand score, the other will get the order because it has a higher total score due to greater experience. The document advises using the WIN approach to strategize against competitors and increase market share.

2. Volume 1 | Issue 20
11th
July 2017
How to plan against retail competition?
Plan against competition

3. We have broken this article into 2 parts
Steps to follow
Example

4. • Steps to follow
We could try the WIN approach
 Write needs and perceptions of customers and competition
 Include weight ages and scores of above
 Needs and perception total scores are strategized against

5. • Example
 Write needs and perceptions of customers and competition
If for a retail product the key one need is price and perceptions are
price, brand and experience
 Include weightages and scores of above
If the following table appears for the same
Need / Perception Weightages
(total 10)
Player 1
(max 5)
Player 2
(max 5)
Price 3 2 3
Brand 2 2 1
Experience 5 2 4
Total

6. • Example
 Needs and perception total scores are strategized against
Need /
Perception
Weightages
(total 10)
Player 1
(max 5)
Weighted
Total
Player 2
(max 5)
Weighted
Total
Price 3 2 6 3 9
Brand 2 2 4 1 2
Experience 5 2 10 4 20
Total 20 31
Hence Player 1 though lower in price and higher on brand will not
get the order as his total is only 20 due to less experience.
However if Player 2 increased his brand building exercise he could
get a increase in market share
So use WIN to win

7. Author
Prashant Khanna
Director & Co-founder
Enhance Systems Private Limited
Delight through learning
Feel free to visit www.enhancelearning.co.in for details,
learning case studies and demos.