Exercises in Competitor

Analysis

Marketing Planning Project 1

 Competitor Threat Landscape

1. Use the table below to map-out your current and likely future competitors.

a. Direct competitors are those who use a similar business model and technology do to
address the same customer needs and wants. Indirect competitors are those who use
different business models or technologies to address the same customer needs and
wants.

b. Current competitors are those already in the marketplace; probable competitors are those
likely to enter the marketplace in the near future; potential competitors are those who
may enter the marketplace in the future but for who this is less certain.

Current Probable Potential

A B C

Direct
competitors

D E F

Indirect
competitors

2. For each competitor listed in the table above, evaluate whether the competitor presents a very
serious threat or a lesser threat, and provide a brief explanation of your assessment of the threat.

Competitors who
Competitors who
present a very serious Explanation Explanation
present a lesser threat
threat

Marketing Planning Project 2

 Competitive Planning Worksheet

Market Share Positions Future

Current Threats &
Relative Relative Objectives Proposed
Competitors Total Segment Segment Segment Segment
Strengths Weaknesses
Objectives &
& Probable
Opportunities
Strategy
Market 1 2 3 4 Strategy Presented
Strategy
Current Current Current Current Current

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Current Current Current Current Current

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Current Current Current Current Current

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Current Current Current Current Current

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Current Current Current Current Current

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Marketing Planning Project 3