It is important to assess what changes you are experiencing within your markets, channels, and categories. In addition, consider how your distribution footprint needs to change to accommodate the market shifts of tomorrow.
The next key step would be to define the role and the positioning of your brands versus the competitive sets and the category average.
You have the option of an offensive or defensive competitive strategy:
Your goal in a defensive competitive strategy would be to hold your share by following the category pricing index increases or decreases.
An offensive competitive strategy is to actively target revenue, volume, and profit pools from your competitive set to win a greater share. This is about winning disproportionately more. Although it is within a recession, you actively target where those revenue, volume or profit pools of opportunity will be captured.