Competitive Analysis Guideline PDF
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How to make a Competitive Analysis? An easy way to start completing your analysis is to download this Competitive Analysis template now!
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How to make a Competitive Analysis? An easy way to start completing your analysis is to download this Competitive Analysis template now!
Identifying competitors for analysis is not quite as obvious as it might seem. Two complementary approaches are possible. The first is demand-side based, comprised of firms satisfying the same set of customer needs. The second approach is supply-side based, identifying firms whose resource base, technology, operations, and the like, is similar to that of the focal firm. However, the firm must pay attention not only to today's immediate competitors but also to those that are just over the horizon (such as cellphones once were to cameras, social networking sites once were to web portals, or the internet once was to video rental stores). There are three domains for recognizing the sources and types of direct and less direct competitors to which the firm must also attend. These domains represent (1) the areas of influence, (2) the contiguous area, and (3) the areas of interest.
What then should one expect from competitor analysis Underneath all of the complexities and depth of competitor analysis are some simple and basic practical questions, of which the following are typical: Which competitors does our strategy pit us against Which competitor is most vulnerable and how should we move on its customers 1 Is the competitor s announced move just a bluff What s it gain if we accept it at face value What kind of aggressive moves will the competitor accept Which moves has it always countered
IDENTIFYING COMPETITORS
Identifying competitors for analysis is not quite as obvious as it might seem.At the heart of such an analysis is the question: “Why is the competitor taking the observed action ” EXHIBIT 3 Identifying How a Competitor Competes Modes of Competition Possible Dimensions Sample Indicators Product line width Breadth of product lines Breadth of types within lines Product lines and items Features Physical aspects of individual products Packaging Terms and conditions Shape Style Color Design Functionality Performance Reliability Durability Ease of use Taste Shelf life Speed Breakdowns Customer perceptions Service Maintenance Installation Helpline Training Technical assistance Repair Response time Contracts Service announcements and programs Customer reports Speed of competitor’s responses Availability Distribution channels Amount Delivery Individual channels Image and reputation Image of the company Image of products Reputation for rapid response time Reputation for best value Content of advertising Actions and words of customers Third-party reports Selling and relationships Customer coverage Detailing of products Relationships with distributors Relationships with end-users Actions of salesforce Frequency of calls Judgments of channels Customer’s comments Price List prices Discount prices Price-performance Price-value Actual prices Channel/Customer assessments.
Every day brings new projects, emails, documents, and task lists, and often it is not that different from the work you have done before. Many of our day-to-day tasks are similar to something we have done before. It's also common to make a comparative analysis between projects or businesses.
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