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Competitive Analysis
Business takes place in a highly competitive, volatile environment, so it is important
to understand the competition. Questions like these can help:
- Who are your five nearest direct competitors?
- Who are your indirect competitors?
- Is their business growing, steady, or declining?
- What can you learn from their operations or from their advertising?
- What are their strengths and weaknesses?
- How does their product or service differ from yours?
Start a file on each of your competitors including advertising, promotional materials,
and pricing strategies. Review these files periodically, determining how often they
advertise, sponsor promotions, and offer sales. Study the copy used in the advertising
and promotional materials, and their sales strategies.
What to address in your competitor analysis
- Names of competitors - List all of your current competitors and
research any that might enter the market during the next year.
- Summary of each competitor's products - This should include location,
quality, advertising, staff, distribution methods, promotional strategies, customer
service, etc.
- Competitors' strengths and weaknesses - List their strengths and
weaknesses from the customer's viewpoint. State how you will capitalize on their
weaknesses and meet the challenges represented by their strengths.
- Competitors' strategies and objectives - This information might
be easily obtained by getting a copy of their annual report. It might take analysis
of many information sources to understand competitors' strategies and objectives.
- Strength of the market - Is the market for your product growing
sufficiently so there are enough customers for all market players?
Ideas for gathering competitive information
- Internet - The internet is a powerful tool for finding information
on a variety of topics.
- Personal visits - If possible, visit your competitors' locations.
Observe how employees interact with customers. What do their premises look like?
How are their products displayed and priced?
- Talk to customers - Your sales staff is in regular contact with
customers and prospects, as is your competition. Learn what your customers and prospects
are saying about your competitors.
- Competitors' ads - Analyze competitors' ads to learn about their
target audience, market position, product features, and benefits, prices, etc.
- Speeches or presentations - Attend speeches or presentations made
by representatives of your competitors.
- Trade show displays - View your competitor's display from a potential
customer's point of view. What does their display say about the company? Observing
which specific trade shows or industry events competitors attend provides information
on their marketing strategy and target market.
- Written sources:
General business publications
Marketing and advertising publications
Local newspapers and business journals
Industry and trade association publications
Industry research and surveys
Computer databases (available at many public libraries)