Project

1. Competitive Set
• Map the competitive set for the product that
you have chosen.
• It should be customer based method and if
possible company based
 Competitor Analysis
• Obtain details of the competitors
• Can include all elements of the marketing
mix but SHOULD necessary have
product /Brand details.
• Attributes, benefits, positioning,
 Key Questions to Ask
• Do you know…?
• What are the Capabilities of competitors?
• What are the strengths and weakness of the
competitors?
• What are the Competitors’ Objectives?
• What are the Current Strategies being used and
how successful have they been?
• What are their likely Future Strategies?
 Company Analysis
• Obtain the same details for the company.
• If you have access to the company
personnel collect data on the other aspects
of the company
• Vision, Mission, Strategy – Corporate and
Product, Capabilities, Product management
Customer Analysis