That's a huge question with a ton of answers. Some examples are current fashion trends, current entertainment interests (video games, movies), celebrities have influences on what's popular, poverty levels can affect $$$ companies make. Those are just a few.
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"The white label on most products allows stores and companies to put their own brand on a particular item, and market that item to consumers who are unaware of the difference."
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Swift Transportation has acquired several trucking companies over the years, including Central Refrigerated Service in 2013, and later, the acquisition of the larger Knight Transportation in a merger in 2017. These acquisitions aimed to expand Swift's fleet and service offerings. The merger with Knight Transportation created one of the largest trucking companies in North America, enhancing their operational capabilities and market reach.
Answerthere are several factors to look at. The primary one would be market share of the company relative to others that provide the same service or would be considered as substitutes belonging to the same industry. If the company is a market leader, it would look at those companies coming in second, third, and fourth and so on. Brand perception and awareness can be assessed using customer surveys. Competitors should also be identified at inception, the company should have an aggressive strategy that identifies other companies that may be competition in the future. who are the up and comers? which companies are engaged in aggressive advertising? which have a unique product or attention catching brand?