Understanding, tracking and responding to external forces that have a major effect on your business can feel like a daunting challenge. But doing so has big payoff in terms of informing your strategic decisions and actions. This report discusses four major external forces – brand, competition, industry, and culture. The report uses examples from the automotive industry to show how you can analyze and monitor your company’s position, derive insights and utilize data to be more prescient in your decision-making.

• What are the specific external influences to monitor, and why
• Examples of how to use consumer and media analytics to understand your market position
• How do you derive insights and apply the data to make better strategic decisions