Marketing Foundations: Competitive Market Analysis

Learn how to conduct a competitive analysis to gain insight into your competitors, as well as to identify your own competitive edge in the marketplace.

Introduction

• Your competitive advantage in the market

1. How to Start a Competitive Analysis

• What is a competitive market analysis?
• The benefits of competitive analysis
• What to consider for your competitive analysis

2. Build a Competitor Analysis through Research

• Profile your top competitors in the market
• Determine competitor strengths and weaknesses
• Compare yourself to the competition
• Research competitor interactions with customers

3. Identify Competitor Strategies through Analysis

• Specify competitor goals
• How to analyze competitor research data
• Observe competitor marketing and selling processes

4. Evaluate the Outcome of Your Competitive Analysis

• Select and use an evaluation analysis framework
• Share your competitive position internally
• Continue with competitive intelligence
• Summarize your opportunities and issues

Conclusion

• How to maintain a competitive edge