Competitor analysis

This is a systematic examination of an organisation’s current and potential competitors.

Competitor analysis is used to anticipate their strategic moves and their potential to respond to the organisation’s own strategies. Typical techniques used for competitor analysis include: competitor array (assessing competitors against key success factors), media scanning (monitoring online and offline media for information of competitor activities, supplemented with active research and response planning), competitor profiling (developing comprehensive reports on their background, financial position, product or service lines, marketing mix, human resources, plant and facilities, and corporate strategies).

Competitor analysis is a term normally found in strategic management.

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