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Competitor Analysis PowerPoint PPT Presentation


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Competitor Analysis. Competition is part of marketing concept Who are your competitors? How should you compete? . Identifying Competitors. 1. Similar products, similar prices 2. Similar products 3. Products that supply same service 4. All rivals for same dollars.

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Competitor Analysis

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Competitor Analysis


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  • Competition is part of marketing concept

  • Who are your competitors?

  • How should you compete?


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Identifying Competitors

  • 1. Similar products, similar prices

  • 2. Similar products

  • 3. Products that supply same service

  • 4. All rivals for same dollars


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  • Industry view of competition

    • Who competes with Brian Head Ski Resort?

  • Market view of competition (Product/market concept)

    • Who competes with Brian Head Ski Resort?


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Should Identify Competition's...

  • Objectives

  • Strategies

  • Strengths and weaknesses 

  • Reaction Patterns

    • ƒ (objectives, strategies, strengths/weaknesses)


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Balancing Customer & Competitor Orientations

  • Competitor-centered company

  • Customer-centered company

  • Market-centered company


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From Sun Tzu, The Art of War:

  •   The general who wins makes many calculations in his temple before the battle is fought. The general who loses a battle makes but few calculations beforehand. p. 11

  • To fight and conquer in all your battles is not supreme excellence; supreme excellence consists in breaking the enemy's resistance without fighting. p. 15 

  • If you know the enemy and know yourself, you need not fear the result of a hundred battles,. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle. p. 18


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Point of Interest

  • There is a Society of Competitive Intelligence Professionals:

    • http://scip.org/


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