Miss Fernanda
ANALYSIS
Competitor analysis
To plan your analysis, ask questions such as: 1. Who are your competitors and which should you focus on?
o o o o o
Those that pose the greatest threat? (current and/or potential) New entrants that need to be profiled? Are there competitors outside your sector that need to be reviewed? Are there competitors in other countries that are relevant to your analysis? Do you need to include those that only indirectly compete with you?
An unduly broad or excessively narrow definition of your competition will compromise the effectiveness of your analysis. 2. What are each of their strengths and weaknesses? What are their opportunities and threats?
3.
What is their competitive advantage?
4.
How different is your offer, to that of your competitors?
5.
How big are they? Are they growing or shrinking? Why?
What is their market share? (revenues and volumes). What are their sales by market? By brand? 6. What is their reputation in the market place? (trade and consumer) Why?
7.
What is the profile of their senior management?
8.
What are their corporate objectives and marketing objectives?
What is their corporate strategy? Their marketing strategy? Their market position? How are they likely to respond to your corporate and/or marketing strategy?
9.
What about media spend? By brand?
When and where do they advertise? Why? What offers do they make? Why? 10. What is their digital strategy? Does this give them a competitive advantage?
11. Who are their customers? Do you both target the same market segments?
How good are their retention levels? And customer satisfaction levels? How well are they meeting the needs of your target audience? 12. How successfully do they promote themselves?
13. How have they set up their operations to meet the needs of particular customer segments?
14. Where are they vulnerable?
15. What trends are they following?
16. Who are their key suppliers?
17.
Competitor analysis
To plan your analysis, ask questions such as: 1. Who are your competitors and which should you focus on?
o o o o o
Those that pose the greatest threat? (current and/or potential) New entrants that need to be profiled? Are there competitors outside your sector that need to be reviewed? Are there competitors in other countries that are relevant to your analysis? Do you need to include those that only indirectly compete with you?
An unduly broad or excessively narrow definition of your competition will compromise the effectiveness of your analysis. 2. What are each of their strengths and weaknesses? What are their opportunities and threats?
3.
What is their competitive advantage?
4.
How different is your offer, to that of your competitors?
5.
How big are they? Are they growing or shrinking? Why?
What is their market share? (revenues and volumes). What are their sales by market? By brand? 6. What is their reputation in the market place? (trade and consumer) Why?
7.
What is the profile of their senior management?
8.
What are their corporate objectives and marketing objectives?
What is their corporate strategy? Their marketing strategy? Their market position? How are they likely to respond to your corporate and/or marketing strategy?
9.
What about media spend? By brand?
When and where do they advertise? Why? What offers do they make? Why? 10. What is their digital strategy? Does this give them a competitive advantage?
11. Who are their customers? Do you both target the same market segments?
How good are their retention levels? And customer satisfaction levels? How well are they meeting the needs of your target audience? 12. How successfully do they promote themselves?
13. How have they set up their operations to meet the needs of particular customer segments?
14. Where are they vulnerable?
15. What trends are they following?
16. Who are their key suppliers?
17.