ASSIGNMENT ON

INDIAN ECONOMIC
ENVIORNMENT
& POLICY 
(competitive profile matrix-
submited by:
for Bengali newspaper)
Ashutosh Giri
Introduction
Competitor analysis in marketing and
strategic management is an assessment of
the strengths and weaknesses of current
and potential competitors.
This analysis provides both an offensive and
defensive strategic context through which
to identify opportunities and threats.
Competitor profiling coalesces all of the
relevant sources of competitor analysis
into one framework in the support of
efficient and effective strategy formulation,
implementation, monitoring and
adjustment.
Given that competitor analysis is an essential
component of corporate strategy, it is argued
that most firms do not conduct this type of
analysis systematically enough.
Instead, many enterprises operate on what is
called “informal impressions, conjectures, and
intuition gained through the tidbits of
information about competitors every
manager continually receives.”
 As a result, traditional
environmental scanning places many firms at
risk of dangerous competitive blindspots due to
a lack of robust competitor analysis.

Competitor profiling
Background
Financials
Products
Marketing
Facilities
Personnel
Corporate and marketing strategies
 Competitor array


One common and useful technique is

constructing a competitor array. The steps
include:
Define your industry - scope and nature of the
industry
Determine who your competitors are
Determine who your customers are and what
benefits they expect
Determine what the key success factors are in
your industry
Rank the key success factors by giving each
one a weighting - The sum of all the
weightings must add up to one.
Rate each competitor on each of the key
Bengali Language Newspaper

 Aajkaal
 Ananda Bazar Patrika
 Bartaman
 Dainik Jugasankha
 Dainik Samayik Prasanga
 Dainik Sonar Cachar
 Dainik Statesman
 Century Sangbad
 Sangbad Pratidin
 Sambad
 Ekdin
 Uttar Banga Sambad

Factors for analysis
We have identified the critical success
scores factors as follows
 1.PAPER QUALITY 2. LANGUAGE
PROFICIENCY
 3. PRICE
4.ADVERTISING
 5. E-COMMERCE 6. CONTENT
 7.CUSTOMER LOYALITY 8.ENVIORNMENTAL
ISSUE
 9. SOCIAL RESPONSIBILITY 10.MARKET SHARE
The bengali newspapers selected are as
follows
1.ANANDA BAZAR 2. BARTAMAN
3. PRATI DIN 4.GANA SHAKTI
5.DAINIK SUPROVAT 6. TELEGRAPH INDIA
ANALYSIS OF SOME FACTORS
HAVING EFFECT ON BENGALI
NEWSPAPER SALES
COMPETETIVE PROFILE
MATRIX
Factors that be anlysed by
competetive profile matrix
Overall sales and profits
Sales and profits by market

Sales by main brand

Cost structure

Market shares (revenues and volumes)

Organisation structure

Distribution system

Identity / profile of senior management

Advertising strategy and spending

Customer / consumer profile & attitudes Customer

retention levels
CONCLUSION

It is found that ANAND BAZAR has a greater hold

on market
as compare to other newspapers. The factors

that are most

important role are language proficiency and

price. All the news paper carry content which

are equal but the content of quality news by
anand bazar is high. Also nowadays newspares
have started use of ecommerce which also has
effect on the sales. The amount of
advertisment and social responsibilites carried
by newspares are to a larger extent similar ,but
customer havs shown their loyality more
towards ANAND BAZAR.
 Overall it is found that share of
ANAND BAZAR is higher as compared to other
Cont…
i. Competitor analysis has several important
roles in strategic planning.
ii.To help management understand their
competitive advantages/disadvantages
relative to competitors
iii.To generate understanding of competitors’
past, present (and most importantly)
future strategies
iv.To provide an informed basis to develop
strategies to achieve competitive
advantage in the future
v.To help forecast the returns that may be
made from future investments (e.g. how
will competitors respond to a new
Thank you!