Competitive Analysis

30 Unique templates for Business & Marketing

 Set realistic business objectives

Define competitor strategy

Provide important information in time

Create basis for market-related decisions

Goals of a
Competitor Develop strength through your competitor’s
weaknesses
Analysis Recognize the competitive advantage of
others
Avoid confrontation with your competitor’s
strengths
Conscious market positioning, based on the competitive
situation
Gather information to define your
corporate goals
Analysis Process
Competitive 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 to identify
opportunities and threats. Profiling combines all of the relevant sources of competitor analysis into one framework in the
support of efficient and effective strategy formulation, implementation, monitoring and adjustment.

Data Decision
Planning Analysis Communication
Collection Feedback

What are the Select accessible Analyze Create goal- Make decisions
requirements? information competitors oriented based on the
What do you sources Answer strategies analysis
want to analyze? question: When gathering
What do we ambiguous
have to do to results, start
have a afresh
sustainable
market position?
Analysis Process
Competitive 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 to identify
opportunities and threats. Profiling combines all of the relevant sources of competitor analysis into one framework in the
support of efficient and effective strategy formulation, implementation, monitoring and adjustment.

Planning Data Collection Analysis Communication Decision Feedback

What are the Select accessible Analyze Create goal- Make decisions
requirements? information competitors oriented based on the
What do you sources Answer strategies analysis
want to analyze? question: When gathering
What do we ambiguous
have to do to results, start
have a afresh
sustainable
market position?
The Advantages of a Competitors
Analysis
Competitive 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 to identify
opportunities and threats. Profiling combines all of the relevant sources of competitor analysis into one framework in the
support of efficient and effective strategy formulation, implementation, monitoring and adjustment.

Determine Increase in Sales

Cost Reduction Risk Minimization
Strategic and Profit
Decisions

• Adapt to legal • Systematic • Important sale • Regular monitoring

changes, customer assessment of arguments can be of the market
preference and new market competitor drawn from reduces the risk of
technological to investigate cost- comparisons with unplanned
advance. saving options. competitors. developments.
• Optimized prices.
• Identify growth • Learn from bad • Market and product • Prevention of
potential of your investment of other. niches can be demand shifts due to
company and how to determined. major changes or
profitable use them. • Early recognition of events.
new trends.
 Number Image

Business criteria to compare

your competitors Experience
Corporate
form
Locations

Competitive analysis in marketing and strategic

management is an assessment of the strengths and Capital Credit Revenue Profit
weaknesses of current and potential competitors. This
analysis provides both an offensive and defensive
strategic context to identify opportunities and threats.
Profiling combines all of the relevant sources of Debt
Investment Quality of
competitor analysis into one framework in the support of Policy Manageme
nt
efficient and effective strategy formulation,
implementation, monitoring and adjustment.
Expansion Structural
Strategy Problems
 Reaction
rate
Production criteria to
compare your competitors
Competitive analysis in marketing and strategic
Capacity management is an assessment of the strengths and
Flexibility
utilization weaknesses of current and potential competitors. This
analysis provides both an offensive and defensive
strategic context to identify opportunities and threats.
Profiling combines all of the relevant sources of
competitor analysis into one framework in the support of
efficient and effective strategy formulation,
implementation, monitoring and adjustment.
Supplier
 Positioning

Strategy criteria to compare

your competitors
Speed of
Development
Competitive analysis in marketing and strategic innovation
management is an assessment of the strengths and
weaknesses of current and potential competitors. This
analysis provides both an offensive and defensive
strategic context to identify opportunities and threats.
Profiling combines all of the relevant sources of
competitor analysis into one framework in the support of Corporate Personnel Rate of
efficient and effective strategy formulation, culture policies change
implementation, monitoring and adjustment.
Product criteria to compare
your competitors
Competitive 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 to identify
opportunities and threats. Profiling combines all of the relevant sources of competitor analysis into one framework in the
support of efficient and effective strategy formulation, implementation, monitoring and adjustment.

Product Product Delivery Degree of

Prices Features Quality Operation Numbers Flexibility
range lines range innovation

Competitive 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 blind spots
due to a lack of robust competitor analysis. It is important to conduct the competitor analysis at various business stages
to provide the best possible product or service for customers.
 Marketing criteria to compare your competitors

Image
Kind of
quality and Sales Sales Pricing of
Organizati customer
customer channels materials sales
on service
service

Pricing Public
Prominenc Channels Brand Conditions Advertising
strategy Relations
e value

Competitive 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 to identify
opportunities and threats. Profiling combines all of the relevant sources of competitor analysis into one framework in the
support of efficient and effective strategy formulation, implementation, monitoring and adjustment.

Competitive 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 blind spots
due to a lack of robust competitor analysis. It is important to conduct the competitor analysis at various business stages
to provide the best possible product or service for customers.
Logistics criteria to compare
your competitors Deliverability Delivery
quality
Competitive 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 to identify opportunities and threats.
Speed of
Profiling combines all of the relevant sources of Capacity Punctuality
delivery
competitor analysis into one framework in the support of
efficient and effective strategy formulation,
implementation, monitoring and adjustment.
 Service criteria to compare your competitors

Organizati Accessibilit Reaction time

on y

Decision-
Professionalis
making
Reliability Flexibility m and
authority of
Competence
contact
person

Competitive 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 to identify
opportunities and threats. Profiling combines all of the relevant sources of competitor analysis into one framework in the
support of efficient and effective strategy formulation, implementation, monitoring and adjustment.
Criteria to compare your business

Business Production Strategy Product

• Number • Reaction rate • Positioning • Product range

• Image • Capacity utilization • Development • Prices
• Experience • Flexibility • Speed of innovation • Features
• Corporate form • Supplier • Corporate culture • Quality
• Location • Personnel policies • Operation
• Capital • Rate of change • Numbers
• Revenue and yield • Product lines
• Development revenue • Delivery range
and Profit • Flexibility
• Debt • Degree of innovation
• Investment policy
• Quality of management
• Expansion strategy
• Structural problem
Criteria to compare your business

Marketing Logistic Service

• Organization (Internal & • Deliverability • Organization

External service, call center) • Delivery quality • Accessibility
• Kind of customer service • Speed of delivery • Reaction time
(Number of contact person, • Capacity (storage, transport, • Reliability
anonymity) etc.) • Flexibility
• Image quality and customer • Punctuality • Professionalism and
service competence
• Sales channels (store, direct • Decision-making authority of
sales, online shop) contact person
• Sales materials
• Pricing of sales (Discount, price
scales)
• Prominence
• Communication channels
• Brand value
• Conditions
• Public relations
• Advertising
 Business

Production
Criteria to compare
your business
Service
Criteria to Competitive analysis in marketing and strategic
compare your Strategy management is an assessment of the strengths and
business weaknesses of current and potential competitors. This
analysis provides both an offensive and defensive
strategic context to identify opportunities and threats.
Profiling combines all of the relevant sources of
Logistic
competitor analysis into one framework in the support of
efficient and effective strategy formulation,
Product implementation, monitoring and adjustment.

Marketing
 Competitive Analysis
Sources of information

Management Corporate Association

Human Resources Press Articles

Procurement Suppliers
Internal Sources of External
Sources Sources
Sale
Information Official Sources

Marketing Exhibition and Meetings

Customer Service Pools and Surveys

 Sources of Information

Internal Sources External Sources

Competitive Analysis
Management Corporate Associations
Sources of information
Human Resources Press Articles
Competitive analysis in marketing and strategic
management is an assessment of the strengths and
Procurement Suppliers
weaknesses of current and potential competitors.
This analysis provides both an offensive and
Sale Official Sources defensive strategic context to identify opportunities
and threats. Profiling combines all of the relevant
Marketing Exhibitions and Meetings sources of competitor analysis into one framework
in the support of efficient and effective strategy
formulation, implementation, monitoring and
Customer Service Polls and Surveys
adjustment.
Sources of Information

Internal Sources Competitive Analysis

Management
• Experience
Sources of information
• Databases
Human Resources • Field Service
Competitive analysis in marketing and
strategic management is an assessment
Information
of the strengths and weaknesses of
Procurement • Networks
current and potential competitors. This
• Business Contacts analysis provides both an offensive and
Sale • Customer Statistics defensive strategic context to identify
• Sales Statistics opportunities and threats. Profiling
Marketing • Applicants and combines all of the relevant sources of
Employee of
competitor analysis into one framework
in the support of efficient and effective
Customer Service Competitor Companies
strategy formulation, implementation,
monitoring and adjustment.
Sources of Information

External Sources Competitive Analysis

Corporate Associations
• Sales materials
Sources of information
• Price information
Press Articles • Online presence
Competitive analysis in marketing and
strategic management is an assessment
• Suppliers
of the strengths and weaknesses of
Suppliers • Business directory
current and potential competitors. This
• News, Media analysis provides both an offensive and
Official Sources • Visiting competitors defensive strategic context to identify
• Exhibitions and opportunities and threats. Profiling
Exhibitions and Meetings conferences combines all of the relevant sources of
• Accessible corporate competitor analysis into one framework
in the support of efficient and effective
Polls and Surveys figures
strategy formulation, implementation,
monitoring and adjustment.
 Competitive Analysis
Sources of information

Internal Sources External Sources

Management Corporate Associations

Experience Sales materials
Databases Human Resources Press Articles Price information
Field Service Online presence
Sources of
Information Suppliers
Procurement Information Suppliers
Networks Business directory
Business Contacts News, Media
Sale Official Sources
Customer Statistics Visiting competitors
Sales Statistics Exhibitions and
Marketing Exhibitions and Meetings
Applicants and conferences
Employee of Competitor Accessible corporate
Customer Service Polls and Surveys
Companies figures
 Qualitative Characteristics

High customer satisfaction

Customer
Satisfaction
Increase of private customers in comparison to business
customer

Buying Assessment of the individualization of buying motives in

Motives regard of specific target groups
Qualitative
Characteristics
Online search quickly provide comparable
Information data
Competitors can quickly react to shift of customer
demands
View corporate giants with high initial investment
Distribution
of Market
Power Remaining competitors are niche provider
 Competitor Analysis

Strengths Weaknesses

Strategy: Emphasizing the Strategy: Downgrade and

strengths
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Strategy: Downgrade and Strategy: Emphasizing
Devalue
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pulvinar. pulvinar.
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 Strengths
S Internal factors that give you
SWOT Analysis
an advantage
SWOT analysis (or SWOT matrix) is a strategic planning
technique used to help a person or organization identify
Weaknesses strengths, weaknesses, opportunities, and threats related to
business competition or project planning.
W Internal factors that work to
your disadvantage This technique, which operates by 'peeling back layers of the
company' is designed for use in the preliminary stages of
decision-making processes and can be used as a tool for
Opportunities evaluation of the strategic position of organizations of many
O External factors that pose kinds (for-profit enterprises, local and national governments,
opportunities NGOs, etc.). It is intended to specify the objectives of the
business venture or project and identify the internal and
external factors that are favorable and unfavorable to
achieving those objectives. Users of a SWOT analysis often
Threats
ask and answer questions to generate meaningful
T External factors that pose information for each category to make the tool useful and
threats identify their competitive advantage. SWOT has been
described as the tried-and-true tool of strategic analysis, but
has also been criticized for its limitations.
 Cost Pressure

New
Technologie
Globalization Current company
s
challenges
Competitive analysis in marketing and strategic
Our management is an assessment of the strengths and
Company weaknesses of current and potential competitors.
This analysis provides both an offensive and
defensive strategic context to identify opportunities
Social Changes New Entrants and threats. Profiling combines all of the relevant
sources of competitor analysis into one framework in
the support of efficient and effective strategy
formulation, implementation, monitoring and
adjustment.

Changing
Lifestyle
Competitors Analysis: Assessment and market position of
competitors
Feature Our Business Competitor A Competitor B Competitor C Competitor D

Price

Quality

Regional Market Share

Trans Regional Market Share

Regional Recognition

Trans Regional Recognition

Product Line

Marketing

Innovation

Size of Business

Other

Total Rate 5 7 11 7 9

Market Position Niche Supplier Contender Market Leader Contender Market Leader
Competitors Analysis: Overview of the main
competitors
Feature 01 Feature 02 Feature 03 Feature 04 Feature 05 Feature 06

Our Business

Competitor A

Competitor B

Competitor C

Competitor D

Competitor E
Competitors Analysis: Overview of the main
competitors
Competitive Analysis Matrix

Feature 01 Feature 02 Feature 03 Feature 04 Feature 05 Feature 06

Our Business

Competitor A

Competitor B

Competitor C

Competitor D

Competitor E

Competitor F

Total Rate 5 4 6 4 4 5
Competitors Analysis: Overview of the main
competitors
After Sales Customer Transportations Vision and
Products Product Quality Rate Segments Trust Advertainment Sales Point Stability
Services Feedback - Local Concern Mission

Our Business

Competitor A

Competitor B

Competitor C

Competitor D

Competitor E

Competitor F

Total Rate 6 4 4 5 5 4 5 5 4 5 5 5
Internal and External factors competitors
analysis
Comparison to competitors

Category Criteria observation range Comments and Notes Worse Same Better

1 2 3 4 5 6 7 8 9

Marketing and Sales Type your comment here

Market Sales structure and Locations Type your comment here

Price Type your comment here

Quality Type your comment here

Product Cost structure and Cost advantage Type your comment here

Expertise Type your comment here

Liquidity Type your comment here

Finances
Cost development Type your comment here

Working climate Type your comment here

Staff Staff training and education Type your comment here

Other Type your comment here

Competitors strengths portfolio analysis
Business A Business B

Comparison of strengths and weaknesses

Features Comment and notes
Very poor Poor Average Good Very good

Services Type your comment here

Customer loyalty measure Type your comment here

Product improvements Type your comment here

Identification of trends Type your comment here

Production Type your comment here

Quality assurance Type your comment here

Employee satisfaction Type your comment here

Fluctuation Type your comment here

Order situation Type your comment here

Liquidity Type your comment here

 High quality

B
Business Perceptual mapping
Competitive analysis in marketing and strategic
management is an assessment of the strengths and
C weaknesses of current and potential competitors.

High price
Low price

Business
This analysis provides both an offensive and
defensive strategic context to identify opportunities
and threats. Profiling combines all of the relevant
A sources of competitor analysis into one framework in
Business the support of efficient and effective strategy
formulation, implementation, monitoring and
adjustment.
Business A Business B Business C Business D
D
Business

Low quality