Competitor Analysis

Introduction 

How well do you know your competitors?  A systematic examination of your competitors will help you anticipate their strategic moves and likely responses to your strategic moves.

The figure below provides a framework by which a detailed competitor analysis can be achieved.

Competitor Analysis Diagram

Key considerations:

  • How well do you know your competitors?  Who are they?
  • Analysing goals indicates the likely moves to be made by your competitors.  For SBU’s within a larger organisation, it is important, to gain insights at the corporate level.
  • What assumptions can you make about your competitors?  Can you identify any blindspots?
  • An examination of the strategies being pursued by your competitors will reveal the likelihood of strategic drift (or not as the case may be) and their likely future responses.
  • What capabilities do your competitors have ie. what are they worst at?  What are they good at?
  • What Opportunities and Threats arise?