COMPETITOR ANALYSIS

Chapter Four

ABOUT THE CHAPTER

Contents
Identify competitors
and their objectives
Determine their
successes, strategies,
strengths, weaknesses
and competitive
relationships
Identifying
competitors likely
response profiles
Competitive
information system
(CIS)

Intended Learning
Outcomes
Understand the
importance of
competitor analysis
Explain competitive
relationships
Discuss the importance
of customer
information on strategy
formulation

WHO IS A COMPETITOR ?

Other organizations offering the same product or

service now.

Other organizations offering similar products or

services now.

Organizations that could offer the same or similar

products or services in the future.

Organizations that could remove the need for a

product or service.

WHY BOTHER TO ANALYZE

COMPETITORS?

1. To understand their strengths and

weaknesses
2. For product pricing
3. For innovation

DONT be caught
unawares!!!

WHAT COMPETITOR ANALYSIS

INVOLVES 4 CS

First C

Collecting the information

What information do you need?
Why do you need that information? Decision Support
What are the possible sources of this information?
This C helps:

Know who are the competitors, their strengths/weaknesses

Rank your competitors

Promotion and pricing strategies

Understand the competitor value chain

SECOND C

Converting information into intelligence

Data:
Conflicting
Redundant
Inconsistent

Business
intelligence:
Indexed
catalogued
Relevance and
Profiling

THIRD C

Communicating the intelligence

Who should know what?

VS

FOURTH C

Countering competitor
actions
- flanking strategies
- encirclement
- siege strategies
- frontal attacks
- guerrilla marketing
tactics

Counter actions should be

within the law!

THE END