1. IKEA: A New Strategy to Maintain Market Leadership

   By Pierre-Nicolas Schwab • 14 september 2026

   IKEA: A New Strategy to Maintain Market Leadership IKEA-strategy IKEA-sensory-marketing-EMAC-2010.jpg Retail IKEA’s strategy is undergoing a radical shift. After 80 years defined by large-format stores and massive volumes, a new course is being set for 2026. In this analysis, discover how IKEA is fundamentally transforming its strategy. Backed by data, you will learn why the company is closing its large stores and the role omnichannel retailing plays in its future.

   

2. Volkswagen: Analysis of a Historic Crisis and Outlook

   28/08/26

   How can we explain the crisis facing Volkswagen? By the combination of three factors, which we analyze in this article. The market research firm IntoTheMinds leverages its expertise in the automotive sector to offer you a current perspective on the problems of the German automotive flagship.

   

3. Decathlon: analysis of strategy and perspectives

   19/08/26

   Who doesn't know Decathlon? My son makes me go there several times a year, and it takes an enormous amount of mental strength to walk out empty-handed. In five decades, the group has surpassed €16.8 billion in revenue thanks to…

   

4. Magnum’s marketing strategy decoded: 35 years of glamour and innovation

   08/06/26

   Magnum’s marketing strategy has stood the test of time thanks to a strong brand identity and a commitment to constant innovation. In this article, we analyse 35 years of Magnum marketing and provide you with the latest figures.

   

5. Porsche: Strategy and Scenarios for Overcoming the Crisis [Analysis]

   01/06/26

   After years of success, Porsche finds itself in a very difficult situation. Its margin has been divided by 15, and the number of cars sold is declining. In this article, we analyze Porsche's strategy and possible scenarios for the brand's future.

   

6. Concept Stores: A Different Approach to Retail Marketing

   By Pierre-Nicolas Schwab • 10 april 2026

   Discover the very essence of the concept store through this detailed analysis, which I’ve enriched with numerous examples gathered during my travels.

   

7. Franchise Market: Cost Analysis and Brand Comparison

   03/04/26

   What is the cost of a franchise? In this article, you will find an analysis of all the costs associated with starting a franchise and a comparison of 21 brands.

   

8. Panini: A Marketing Strategy That Adapts to the Times

   30/03/26

   In this article, I examine Panini's marketing strategy and analyze its evolution over the past few years. Panini has successfully modernized, reached new target audiences, and ensured the long-term viability of its business, which was launched in 1961.

   

9. Picard: Marketing Strategy Analysis and Outlook

   09/03/26

   The frozen food brand Picard follows a very inspiring... and successful strategy. Growth is on track thanks to marketing built around six key areas. We decode them for you, drawing on numerous recent market statistics.

   

10. Brand Extension: The Winning Strategy for Luxury Brands

    06/03/26

    Luxury brands are seeking growth opportunities in other product and service categories. In this article, we analyze the brand extension strategy based on recent statistics and concrete examples.

    

11. Rigoni di Asiago: Decoding the Marketing Strategy of the Creator of Nocciolata

    02/03/26

    In just a few years, Rigoni di Asiago has become Nutella's most serious competitor in the European market. In this article, we decode the brand's strategy behind Nocciolata.

    

12. Drone Delivery: Market Status and Future Prospects

    25/02/26

    Drone deliveries are becoming increasingly widespread, but not at the same pace in all countries. We present the latest facts and analyses on the subject and explain why they could be a game-changer for the supply chain.

    

13. Analysis of Lego’s Marketing Strategy: Keys to Success

    11/02/26

    This article analyzes Lego's marketing strategy. The Danish brand has been breaking records for 10 years and remains the number one favorite toy brand.

    

14. Longwy enamels: analysis of the reasons for the crisis and solutions

    30/01/26

    In this article, I analyse the reasons for the decline of the Longwy Enamel Manufactory and propose a three-step marketing plan to revive the bicentennial Lorraine brand.

    

15. Dark stores: statistical analysis and outlook [Study]

    28/01/26

    Dark stores have ushered in the golden age of quick commerce. In this article, I look back at their rapid expansion across Europe, analyse the latest figures and examine their place in the modern supply chain.

    

16. Nespresso: adapting strategy to a challenging market

    05/01/26

    In this article, I analyse Nespresso's marketing strategy for dealing with an increasingly competitive coffee market. Since losing its monopoly on coffee pods, Nespresso has been engaged in a battle to defend its margins. This battle involves moving upmarket, with Maison Nespresso as a visible symbol of this strategy.

    

17. Shein at BHV: analysis of a fiasco and outlook for 2026

    02/01/26

    The partnership between the Parisian department store BHV and Shein was the worst commercial fiasco of 2025 in France. This textbook case could well be repeated elsewhere in Europe, so I will return to it in detail to analyse its causes and effects.

    

18. Pricing: strategies, techniques, examples [Guide 2025]

    28/04/25

    Pricing is the exercise of determining the right price, i.e., the one that will maximize your sales and your margin. It is a complicated exercise because a price that is too high could decrease demand, and a price that is too…

    

19. Le Creuset: the marketing strategy to become a love brand

    09/04/25

    In this article, we analyze Le Creuset's marketing strategy, particularly its diversification into items that are not, a priori, its core business.

    

20. Why HelloFresh is entering the ready meals market

    24/02/25

    In this article, I will explain HelloFresh's strategy for maintaining growth in Europe. The company has decided to diversify into ready meals.

    

21. Electric cars: Chinese hell for German manufacturers

    17/02/25

    The 2024 sales figures for German manufacturers in China show widespread disaffection with their electric vehicles. You will find the latest figures and my situation analysis in this article.

    

22. SaaS: 5 tips for raising prices without losing customers

    03/02/25

    In this article, I share an anecdote about customer dissatisfaction with SaaS price increases. I will explain how to measure price thresholds and offer 5 tips for increasing your prices without losing customers.

    

23. Geopolitics 2025: a China-US deal could change everything

    17/01/25

    In this article, I orer an analysis of Temu's success. Based on statistics, I show that Temu saves millions of euros thanks to a simple marketing strategy.

    

24. Stabilo: a marketing-based recovery strategy

    08/01/25

    In this article, I analyze the problems faced by Stabilo in 2024 on the one hand and the success of the Stabilo x Dolce & Gabbana co-branding on the other. This leads me to identify 3 areas for their future marketing strategy.

    

25. American Airlines got rid of its most loyal customer

    16/10/24

    The story of Steven Rothstein, American Airlines' most loyal and hated customer, is a textbook case. In the article below, I analyze the reasons behind a financial disaster that cost the airline $23m. It's also a plea to use the right metrics to measure customer loyalty.

    

26. What is the future of the non-food retail sector?

    29/05/24

    The outlook for the non-food retail sector in 2024 is bleak. But 3 underlying trends offer hope.

    

27. Energy-efficient software: a source of competitiveness

    17/04/24

    Energy efficiency is a concept that also applies to IT. In this article, I develop the idea that choosing a software solution based on its programming language can bring productivity and financial gains.

    

28. Free returns on the way out, despite their benefits

    03/11/23

    Free returns are becoming the exception rather than the rule in e-commerce. Yet scientific research reveals that their impact on sales and customer loyalty is enormous.

    

29. Content strategy: how to differentiate yourself from ChatGPT?

    19/04/23

    At the time of ChatGPT, we must question our content creation strategy to differentiate ourselves. It is no longer possible to produce mundane content. It is imperative to create value for the reader at the risk of not having an…

    

30. Bing and GPT4: 6 suggestions to protect your inbound marketing

    10/04/23

    ChatGPT and other conversational agents powered by generative AI present a risk for SEO and inbound marketing. This risk is that your website will be less visited because users will turn away from Google. Even if I don't believe in Microsoft's predictions,…

    

31. chatGPT plugins: disruptive to the future of tech

    05/04/23

    Expedia just announced on Twitter the launch of a plugin powered by chatGPT's generative AI. At the same time, a "hacker" revealed the "secret" list of plugins available on chatGPT. Contrary to popular opinion, this will not challenge Google search as we know…

    

32. Air transport: market consolidation in sight

    03/04/23

    During the Covid crisis, we published an analysis of the airline industry's future. At that time, we predicted a market consolidation due to the disappearance and takeover of "small" airlines. This consolidation is underway, and 2023 will be the year it will…

    

33. Cross-media: definition, strategy, and examples [Guide 2023]

    15/03/23

    Cross-media campaigns are becoming the norm for brand communication! This process consists of promoting a product/service on several media simultaneously. This way, companies combine their design efforts into a single thought process to promote customer conversion. This article helps you understand the concept…

    

34. 5 effective strategies to increase your user engagement!

    27/02/23

    User engagement is a section of the customer experience. It comprises marketing practices that push customers to extend their use of a digital platform. We rely on verified scientific sources to properly apply its principles to present 5 good user…

    

35. Lead scoring: its 4 benefits on sales performance

    15/02/23

    Lead scoring proposes a different approach to customer acquisition. This method detects the proximity of a brand's prospects to the act of buying. It focuses on the "best" potential customers: this classification greatly simplifies lead management. Thanks to recognized scientific…

    

36. Shrinkflation: 4 strategies for brands to increase their profit margins

    06/02/23

    The current period of inflation has anchored a word in the minds of all customers: Shrinkflation. Our analysis shows that 4 distinct tactics are followed by brands wanting to increase their prices without losing customers (the 3rd one is incredible).…