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Competitive Analysis Tool

Demand Metric is a community of 12,000+ marketing professionals and consultants in 75 countries. It provides premium marketing resources like 350+ tools, workshops, and advisory services to members. This competitive analysis template is representative of the types of tools available through a Demand Metric membership to analyze products and competitors based on key value drivers, weightings, ratings, market share, and pricing.

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Satya Tiwary

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100% found this document useful (1 vote)

239 views

Competitive Analysis Tool

Uploaded by

Satya Tiwary

We take content rights seriously. If you suspect this is your content, claim it here.

Available Formats

Download as XLS, PDF, TXT or read online on Scribd

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About to Demand Metric

Demand Metric is a community built to address the needs of marketing professionals and
consulting methodologies, workshops and advisory services to its 12,000+ members in 7

This Competitive Analysis Template is representative of the 350+ tools in the Demand M
membership.

Click Here to see our Top 50 templates!

Learn more about Demand Metric resources or join the Demand Metric community:
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Competit
Metric

unity built to address the needs of marketing professionals and consultants. It provides premium mark
workshops and advisory services to its 12,000+ members in 75 countries.

Template is representative of the 350+ tools in the Demand Metric library. Access to all Demand Metric

p 50 templates!
Metric resources or join the Demand Metric community:
our LinkedIn Group

ck out our Facebook Page

scribe to our blog

Start the Competitive Analysis!

Competitive Analysis Tool

Instructions
1. In the "Value Drivers" tab, select & define the value drivers or key buying criteria for the market segment you wish to analyze.
2. In the "Weighting" tab, weigh each of the value drivers or the key buying criteria according to the priorities of your target customers.
3. Using the "Value Rankings" tab, rank your products versus your competitors for each of the value drivers or key buying criteria.
4. In the "Price & Market Share" tab, input a pricing rank and estimated market share for each company. (DO NOT enter values in the 'value proposition'
shaded cells)
5. Evaluate how each competitor is differentiated in the "Differentiation Chart" tab, where the rankings from the value driver scoring are displayed
visually.
6. View the "Positioning Map" tab to determine your market position In relation to your competitors with regard to value, price and market share.
7. Provide a brief description of your product and your top 4 competitors in the additional tabs below.

Competitive Analysis Tool

Define the key product features that drive customer value.
Value Drivers:

Definitions:

Service

The process of selecting, purchasing, and maintaining the product is supported by a dedicated person

Warranty

Warranty covers product or service for 3 years

Delivery

Delivery is free

Payment Options

Flexible payment terms are available

Functionality

Product or service meets or exceeds customer/consumer requirements

Support

Telephone & online support is available 24/7/365

Quality

Product or service has a reputation for being a leader in its category

Reliability

Product or service is available for use 24/7/365

Ease of Use

Product or service is easy to use and requires minimal instruction

Competitive Analysis Tool

Weighting Scale
Service

Warranty

Delivery

Payment
Options

Functionality

Support

Quality

Reliability

Ease of Use

Total

40%

10%

15%

10%

100%

Competitive Analysis Tool

Service

Warranty

Delivery

Payment
Options

Functionalit
y

Support

Quality

Reliability

Ease of Use

Weighting

40%

10%

15%

10%

Our Product

Competitor XYZ

Competitor CTV

Competitor 123

Competitor QRS

Product or Service

Competitive Analysis Tool

Insert the estimated market share percentage and rank the relative pricing for your product and your top competitors. The "value proposition" score is
automatically generated based on the ratings done on the Value Driver Scoring tab, so you do not need to enter a value in the lightly shaded cells.

Value Proposition

Relative Pricing
(10 High, 1
Low)

Market Share %

Competitor XYZ

7.0

16%

Competitor CTV

7.3

42%

Competitor 123

3.7

Competitor QRS

3.9

11%

Our Product

7.3

26%

Products

Total Market Share

100%

Service

Differentiation by V

Ease of Use

Warranty

Our Produ

Competito

Reliability

Delivery

Competito
0

Competito

Competito
Quality

Payment Options

Support

Functionality

Poor Value Products

Premium Products

Price

High

Bubble Size = Estimated Market Share

Low

Cheap Products

High Value Products

Value Proposition
Low

High