Competitor Analysis What are they going to do ?

Growth of industry

Company B

Company C

Company A

Company D Company E

Comparative market share

= sales

Secondary data

Primary data

Key questions: Who are they? What are the competing product features? What do they want? What is their current strategy?

Differential competitor advantage analysis i.e. Who has the competitive product advantage?

What are they going to do?

Consultants Trade Press

Customer Communications

Internal Sources

Local Newspapers Annual Reports Patent Filings 10Ks

Internet

Secondary data

Promotional Literature Trade Associations News Releases Electronic Databases Government

Business Press

Consultants/ Specialized Firms

Investment Bankers Sales Force

Primary Data Employees Suppliers

Customers

Help-Wanted Advertisements

Hiring Key Employees

Trade Shows

Primary Data Monitoring Test Markets Plant Tours

Reverse Engineering

Information on intended aggressiveness of competitors in future

Growth increasing brands units or market share Hold / Consolidation brand that is loosing market share Harvest / Milking profit is paramount importance

 Marketing

strategy

Target market selection identify which group each competitor is targeting Positioning (core strategy) differential advantage
Based on price Based on product features

Implementation Comparing value chains

Firm Infrastructure Human Resource Management Suppor Technology Development t Procurement Activiti Inboun es Outbou Market d Operati nd Logisti ing and Service ons Logistic cs Sales s
Primary Activities

Pricing Promotion Distribution Product / Service Capabilities

Ability Ability Ability Ability Ability

to to to to to

Conceive & Design NPD Produce Market Finance Manage