Abstract

In the most general form, market research includes two levels: macroeconomic analysis and the study of the so-called "working environment", which includes consumers, intermediaries in sales channels, suppliers and competitors. More often, the emphasis of the marketer's efforts is shifted towards consumers and partners, but competitive analysis takes a back seat. As a result, a market player may have a fairly poor idea of who his competitors are and how they work. There are objective reasons for this.