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A Framework for Competitor Analysis
Transcript of A Framework for Competitor Analysis
The Components of a Competitor Analysis
Examining assumptions will identify biases or
Areas of a competitors strengths & weaknesses
1 Future Goals
All Levels of Management
This can show both Strengths and Weaknesses
Competitor's Response Profile
3 Current Strategy
How the Business is currently competing
The competitor's assumptions held about itself and the industry
In multiple dimensions
Reasons they got into business
Strategic importance in terms of corp. strategy
Economic relationship with other parent comp.
Current results (sales growth, rate of return...)
Antitrust, regulatory, or social sensitivities
Control in overall corporate scheme
Corporate wide values & beliefs
Four Diagnostic Components to analyze a competitor
Sensing your competitor
Are they satisfied with current position?
What moves/shifts will they make?
Where are they vulnerable?
What will provoke them to retaliate?
Business Unit Goals
Attitude toward risk
Control/ incentive system
The different kinds of managers
Values or beliefs
Corporate Parent & Business Unit Goals
Portfolio Analysis & Competitor's Goals
What beliefs about its relative position
Historical or emotional identification
Cultural, regional, or national differences
Organizational values or canons
Future demand and trends
History/ conventional wisdom
The significance of Perceiving Blind Spots or Conventional Wisdom
Strategy = key operating policies
Putting the Four components Together
Is the Competitor Satisfied with its current position?
What Criteria are used to classify businesses at the competitor's parent if a classification scheme is in use and how is each business classified?
The portfolio analysis of the parent company will provide the clues.
What is a blind spot?
These are areas where competitors will not see events such as strategic moves
Capabilities are the final step in competitor analysis
Of competitors reactions
Marketing & Selling
Research & Engineering
Gerneral Managerial Ability
Ability to Grow
Quick Response Capability
Ability to Adapt to Change
What will provoke the greatest and most effective retaliation by the competitor?
Where is the competitor vulnerable?
What likely moves or strategy Shifts will the competitor make?
1.Compareing the competitor's goals
3. What will they gain from these moves
2. Finding out strategic moves the competitor will make
What governmental changes might make competitor vulnerable?
What moves threaten a competitors goals?
How can you impede the reactions of competitors so they cannot be effective?
by our firm
List all alternatives
List all changes
to the event
Degree to which
the Event will Provoke
Retaliation to the
Used to Forecast future industry conditions
When using these diagnostic components it will sum up competitors changes and make them easily seen.
Functions of a Competitor Intelligence System
"One always exists in one form or another
Cataloging the Data
Estimations of costs
Communication to Strategist
Competitor Analysis for Strategy Formulation