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Howb canb ab company'sb marketingb organizationb ensureb thatb itb isb ableb tob identifyb newlyb
emergingb competitorsb inb timeb tob planb byb doingb research.b Ab lotb ofb companiesb turnb tob socialb
mediab andb tvb nowb ab days.b Ib amb ab businessb ownerb andb Ib haveb goneb tob socialb mediab andb haveb
putb advertisementsb outb forb myb company,b Ib ownb ab roadsideb assistanceb company.b Ib knowb thatb
Ib haveb competitionb outb thereb andb sob Ib haveb tob setb myb ratesb atb ab competingb rateb sob thatb Ib willb
getb theb businessb overb theb otherb companiesb thatb areb outb there.b Someb ofb myb businessb hasb beenb
offb theb advertisementsb thatb Ib haveb putb outb butb mostb ofb myb workb isb wordb ofb mouthb andb also,b
Ib workb forb insuranceb companiesb andb getb myb callsb thatb way.b Wordb ofb mouthb isb bigb forb me,b asb
longb asb youb areb goingb qualityb workb andb haveb ab goodb attitudeb andb goodb tob customers,b theyb
willb tellb theirb friendsb andb familyb andb thatb isb alwaysb ab plusb andb helpb myb companyb grow.b Ib
workb inb theb hospitalityb industry.b Everyoneb hasb theirb ownb specificsb thatb drawb peopleb tob eachb
property.b Withb hotelsb theb biggestb marketingb strategyb asb withb manyb otherb businessesb isb price.b
Entangledb inb priceb isb rewards.b Eachb hotelb hasb specificb rewardsb designb tob attractb repeatb
businessb withb theb hopesb ofb gettingb freeb nightsb andb freeb upgrades.b Ib feelb thatb itb isb ab waitingb
game.b Mostb ofb theb timeb ab brandb willb comeb outb withb ab newb marketingb scheme,b andb thenb inb
responseb tob thatb otherb brandsb willb comeb upb withb somethingb similarb yetb slightlyb betterb tob tryb
andb beatb theb competitionb withoutb hurtingb theb profitb marginb tob much.Youb needb someoneb inb
yourb companyb involvedb inb socialb media,b someoneb whob isb specificallyb hiredb andb trainedb tob
keepb tabsb onb competitorsb andb tob letb theb upperb managementb knowb whenb itb isb timeb tob changeb
ab policyb orb introduceb ab newb ideab tob beatb theb competition!.b Ab companyb canb ensureb thatb itb canb
identifyb newlyb emergingb competitorsb inb timeb tob planb andb executeb anb effectiveb marketingb
strategyb byb leveragingb environmentalb scanning.b Companiesb canb conductb anb environmentb
scanb tob identifyb trendsb basedb onb theb fiveb environmentalb forcesb whichb include-b social,b
economic,b technological,b competition,b andb regulatory.b Byb identifyingb trendsb throughb anb
environmentalb scan,b theb connectionb betweenb theb trendb andb theb environmentalb forceb canb helpb
getb ab company'sb marketingb teamb getb inb frontb ofb itsb competitors.b Theb exampleb thatb Ib wouldb
likeb tob useb isb theb lawb passesb inb CAb tob moveb tob ab stateb ofb justb sellingb allb electricb vehicles.b
Afterb thatb lawb wasb passedb theb increaseb forb theb autob industryb tob offerb ab formb ofb anb electricb
vehicleb hasb increased.b Web haveb seenb ab hugeb increaseb tob gob tob electric,b notb justb inb CA,b butb
acrossb theb US.b Thisb lawb setb inb placeb ab sortb ofb dominob effectb inb theb autob industry,b andb mostb
carsb notb beingb promotedb areb inb factb electricb vehicles.b Ofb course,b hybridsb andb electricb
offeringsb wereb notb newb tob theb industry,b thereb wasb justb ab hugeb pushb inb recentb yearsb dueb tob CAb
regulation.b Ib believeb thatb theb mediab playsb ab hugeb roleb inb marketingb nowadays.b Companiesb
areb constantlyb payingb attentionb tob whatb goesb onb socialb mediab andb tv.b Ib rememberb itb wasb
aroundb theb timeb ofb theb Winterb Olympicsb (can’tb rememberb theb year)b Verizonb putb outb ab
commercialb centeredb aroundb theb Olympics.b Itb wasb theseb twob skaters;b ab blueb oneb whichb
representedb AT&T,b andb ab redb oneb whichb representedb Verizon.b Theb twob skatersb wereb speedb
skatingb andb theb skaterb thatb representedb Verizonb wasb fasterb whileb theb at&tb skaterb fellb behind.b
Ib feelb likeb Verizonb didb thisb becauseb theyb knewb ab lotb ofb peopleb wouldb beb watchingb theb
Olympicsb andb ifb theyb didb ab commercialb centeredb aroundb oneb ofb theb sports,b theyb knewb thatb itb
wouldb catchb ab lotb ofb people’sb attitude.b Forb thisb reason,b biggerb companiesb withb competitorsb
haveb tob stayb onb topb ofb theb media,b otherwiseb theirb salesb willb gob downb alongb withb theirb stockb
value.b Thisb isb myb firstb marketingb classb sob Ib amb solelyb goingb offb whatb littleb backgroundb Ib
haveb fromb communicationb classesb priorb tob thisb one.b ab company'sb marketingb organizationb canb
comeb upb withb strategiesb inb responseb tob competitorsb byb watchingb theb marketb andb nowb atb
least,b checkingb socialb media.b There'sb sob muchb informationb thatb isb transactedb on,b sharedb andb
spreadb throughb socialb mediab anyb marketingb firmb worthb itsb chopsb wouldb haveb tob takeb
advantageb ofb it.b Forb exampleb web haveb theb fewb commercialsb betweenb Appleb andb Samsungb
comingb tob blowsb andb takingb jabsb atb eachb other.b Spoofingb theb competition'sb ownb commercialsb
isb alsob ab goodb wayb tob callb attentionb tob theb competitionb andb whatb yourb productb canb dob much,b
muchb better.b Thereb isb ab certainb moreb recentb exampleb thatb comesb tob mind.b Withb GMCb
releasingb theirb Hummerb EVb soon,b builtb intob theb carb itselfb onb theb info-tainmentb system,b theyb
haveb picturesb ofb theb carb showingb theb Hummerb climbingb over,b crushing,b andb outb speedingb
andb doingb donutsb inb theb faceb ofb otherb EVb trucksb whenb selectingb modes.b Theseb kindsb ofb
playfulb jabsb andb Easterb eggsb hiddenb withinb ab productb areb geniusb especiallyb inb today'sb climateb
whereb everyoneb wantsb tob overb analyzeb andb findb stuffb likeb this.b Theb bestb wayb forb ab companyb
tob identifyb newlyb emergingb competitorsb isb byb conductingb environmentalb scanning.b
Environmentalb scanningb showsb organizationsb informationb bothb insideb andb outsideb ofb theirb
ownb andb identifyb trendsb thatb mayb affectb long-termb viabilityb ofb theb organization.b Oneb
exampleb ofb competitorsb wouldb beb theb carb industry.b Thereb areb sob manyb carb manufacturersb allb
overb theb worldb whob createb cars.b Nissanb andb Fordb forb exampleb areb bothb competitorsb ofb eachb
otherb becauseb theyb bothb produceb theb sameb productb withb onlyb someb slightb varyingb
differences.b Sameb situationb forb makeupb brands,b smartb phonesb andb sob muchb more.b
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