Analysis for Marketing Planning Market Sensing: Competitor Analysis

Assess current objectives Assess current strategies Assess capabilities Assess commitment

Future Goals CapabilitiesAssumptions Current Strategy Competitor’s Response Profile Is the competitor satisfied with its current position? What likely moves or strategy shifts will the competitor make? Where is the competitor vulnerable? What will provide the greatest and most effective retaliation by the competitor? What drives the competitor Held about itself and the industry What the competitor is doing and can do Both strengths and weaknesses

Goals Should fit with corporate goals and objectives Indicates level of aggressiveness Growth Profitability Cash flow

Current Strategies Positioning Target market selection Core strategy implementation

Capabilities Ability to conceive/design Ability to produce Marketing abilities Financial resources Ability to manage

Tools for Evaluating Capabilities Competitive grid Compares your firm and major competitors on assets and skills most relevant to competitive strength.

Competitive Grid of American and Japanese Luxury Cars in U.S. Market

Competitive Profile Analysis Product uniqueness Relative product quality Price Service Availability/convenience Reputation/image Location Advertising and promotional policies/ effectiveness Product design Caliber of personnel Raw material cost Financial condition Production capability R&D position Variety/selection Competitive FactorCo. ACo. BCo. CYour Co.