Scribd
Upload
72 views

Industry & Competitive Landscape Analysis: Session 6

The document discusses conducting a competitive analysis to understand a company's competitors in the market. It outlines focusing on who the competitors are, what they offer, their market share, strengths and weaknesses. The key parts of a competitive analysis are identified as company information, product information, market information, SWOT analysis, and competitive advantage. Different types of competitor analyses are described such as competitive landscape analysis, competitor profiling, scoring, overview, capabilities analysis, feature comparisons, marketing comparisons, value proposition analysis, and imitability analysis. Graphs and templates for each analysis type are provided.

Uploaded by

SHIVAM VARSHNEY
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPS, PDF, TXT or read online on Scribd
72 views

Industry & Competitive Landscape Analysis: Session 6

The document discusses conducting a competitive analysis to understand a company's competitors in the market. It outlines focusing on who the competitors are, what they offer, their market share, strengths and weaknesses. The key parts of a competitive analysis are identified as company information, product information, market information, SWOT analysis, and competitive advantage. Different types of competitor analyses are described such as competitive landscape analysis, competitor profiling, scoring, overview, capabilities analysis, feature comparisons, marketing comparisons, value proposition analysis, and imitability analysis. Graphs and templates for each analysis type are provided.

Uploaded by

SHIVAM VARSHNEY
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPS, PDF, TXT or read online on Scribd
You are on page 1/ 16

INDUSTRY &

COMPETITIVE
LANDSCAPE ANALYSIS
Session 6
Focus of competitor analysis
• Who are the other companies vying for customers in your market?
• What products and services do they offer?
• What is each competitor’s market share?
• What are their strengths and weaknesses?
• How do your own products and services compare?
• How can you differentiate your products and services?
Parts of competitive analysis
• Company information
• Product information
• Market information
• SWOT analysis
• Competitive advantage
Types of competitor analysis
Analysis type Description
​Competitive landscape See where your company fits in the overall market landscape and position alternative vendors
based on their strengths and weaknesses.
​Competitor profile Capture key information about each competitor, including important details about the company,
product, and features.
​Competitor scorecard Assess your competitors using a set of scoring metrics and weigh the relative importance of each
attribute.
​Competitor overview Gather intelligence about each competitor and compare your findings to identify their relative
strengths and weaknesses.
​Capabilities analysis Compare your unique, best, same, and poor capabilities against your competitors and consider
their importance to customers.
​Features analysis Create a detailed comparison of the features included in each product and use Harvey Balls to
show the degree to which they are complete.
​ arketing competitive
M Gain insights into the marketing strategies that each competitor uses to target buyers — such as
analysis social media, keyword targeting, content, events, and more.
​Value proposition analysis Evaluate the key messages your competitors use to communicate the benefits of their product.
​Imitability analysis Determine how easily your competitors can imitate your key value so you can identify the
strengths and weaknesses of your offering and market position.
Competitive landscape

High
Benefits

CONTENDERS LEADERS
Low

LAGGARDS CHALLENGERS

Low Price High


Competitor profile
Competitor overview
Competitor scorecard
Competitive capabilities
Features analysis
Marketing competitive analysis
Imitability ladder

You might also like