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COMPETITION
ANALYSIS
Dr. Kartik Dave
2
Sun Tzu and the Art of War
Around the year 500 C! the "reat Chine#e $i%itary #trate"i#t! Sun
Tzu &rote a di##ertation on the Art of War. 'ro$ a ()#t *entury
+er#+e*tive! $any o, Sun T-u.# a++roa*he# &ou%d /e vie&ed a#
/ar/ari* today. Neverthe%e##! hi# vie&# on #trate"y are #ti%% re%evant
today 0 ,or /oth $i%itary *o$$ander# and /u#ine## %eader# %ookin"
at ho& to &in a"ain#t *o$+etitor#. 'or in#tan*e1
If you know your enemy and yourself, you will win every battle.
3
Competitor analysis
Cometitor analysis in $arketin" and
#trate"i* $ana"e$ent i# an a##e##$ent o, the
#tren"th# and &eakne##e# o, *urrent and +otentia%
*o$+etitor#. Thi# ana%y#i# +rovide# /oth an
o,,en#ive and de,en#ive #trate"i* *onte2t throu"h
&hi*h to identi,y o++ortunitie# and threat#.
Co$+etitor +ro,i%in" *oa%e#*e# a%% o, the re%evant
#our*e# o, *o$+etitor ana%y#i# into one ,ra$e&ork
in the #u++ort o, e,,i*ient and e,,e*tive #trate"y
,or$u%ation! i$+%e$entation! $onitorin" and
ad3u#t$ent.
4
Marketing not only requires a focus on
satisfying customer needs it also has a
competitive dimension.
The firm must seek a value proposition
that satisfies the needs of target
customers more effectively than
competitors.
WHY COMPETITOR
ANALYSIS?
5
WHY COMPT!TO" #$#%Y&!&'
Current strategy( strengths and
)eaknesses of a competitor can suggest
opportunities and threats that )ill merit
a response.
!nsights into future competitor strategies
may allo) the prediction of emerging
threats and opportunities.
6
Co#t Stru*ture
E2it arrier#