Ronnie Scales wanted to start a search engine optimization firm. He crafted a perceptual map, but the results weren’t promising.
- Thinking about the Porter model, from what sectors would Ronnie’s competitors be coming from? What kinds of threats do they pose to his business?
- Pick two tactics from the list in Exhibit 7.2 and explain how they could be applied to Ronnie’s business. Explain why you think those tactics would work.
- Industry experts say that SEO is an industry on the rise. What are the implications of that for Ronnie as he plans to run his business?
