1. Competitor analysis Paul C. Godfrey Mark H. Hansen Brigham Young University

2. Why should we care what competitors are doing? You don’t operate in a vacuum Good competitors will respond Bob Nardelli at Home Depot

3. Questions to ask about competitors Future goals At all levels of management Assumptions Held about themselves and industry Current Strategy How do they currently compete Capabilities Where are they strong? Weak?

4. A core question: who are your direct competitors?

5. A useful tool: The strategy canvas

6. Creating and using a strategy canvas The relevant dimensions come from CUSTOMERS, not managers Direct competitors vary BY DIMENSION Compete on dimensions customers CARE about Make sure the canvas makes a COHERENT map