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Competitive Analysis

Competitive Analysis

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Published by akashdeepime

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Published by: akashdeepime on Aug 11, 2009
Copyright:Attribution Non-commercial


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Competitive Analysis
 A BNET Professional Development Tool 
Competitive Analysis
Who are my competitors?How do I analyze them?
Strategic Group Maps
Complexityof gameDistribution channels
Strategic group map of the video game industry
Arcade ownersGame publishersSony, Sega, Nintendo
There are many ways to analyzeyour competitors; we’ve selectedthe strategic group map technique.After answering a few questions,you’ll be ready to draw a strategicmap for your industry. This map willillustrate the competitive forceswithin your industry, yourcompetitive position, and yourcompetitors’ positions.
Creating a strategic group map
List your five nearest competitors
These can be indirect or direct competitors but should becompanies that compete closely with your product or service.These are the strategic groups that you’ll plot on your map.
Identify the two top competitive factorsin your market
One competitive factor should be expressed in ahigh to low range. The other variable is moreflexible, but should still reflect the most importantcompetitive factor in your market. These twofactors will be the X and Y map variables.
BrandimageDistribution channels
HighLowDirect mailOnlineRetail stores
Possible axes foryour strategic map
Product line mixMarketpenetration
HighLowSpecialty focusLow cost focusBroad range
Strategic focus differentiationProductprice

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