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Note 5Competitor Analysis—

Competitive Intelligence

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Introduction

A comprehensive competitor analysis includes the following four areas: Long-term objectives and motivations of the competitor Strengths and weaknesses Strategies Marketing tactics

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Long-Term Objectives and Motivationsof the Competitor

The objectives determine the strategy and tactical moves From the objectives one can derive what the motivations

of your competitor are in a specific business or market To identify the long term objectives and motivations of a

competitor examine: Vision and mission statements Annual reports Press releases Analyst reports Presentations and speeches of executives

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Strengths and Weaknesses

The assessment of strengths and weaknesses helps you to: Predict competitor’s actions and initiatives To identify points of difference to position your products

and services

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Steps in the Assessment of Strengths and Weaknesses

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Success factors in a market have to be determined

The success factors are weighted accordingto their importance

The competitor is rated on each successfactor

Multiply the rating by the importanceweight

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Figure Note 5-1 - Strengths and Weakness Analysis

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Strategies

The strategy profile illustrates the strategic priorities and compares them with your own company You can identify the areas of strategic overlap and areas of

difference A comprehensive strategy assessment leads to a strategy

profile containing: Portfolio analysis Customer value analysis Growth strategy

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Strategies

Marketing approach Offensive strategy Defensive strategy

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Figure Note 5-2 - Competitor Strategy Profile

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Marketing Tactics

Consists of the assessment of the individual marketing decisions

They relate to positioning, product and brand decisions, pricing, distribution and sales management, and communication

In this step you assess what the competitors actually do Sources:

Price lists Advertising campaigns Promotions

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Marketing Tactics

Sales force meetings Trade shows Fairs Shared customers Shared distributors

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