Step 4: How Customers and Company Evaluate the Parameter Performance of Competitors
Category: Marketing
Figure 4 shows how the customers and the company evaluate competitor 1.
A gap between the customer and company evaluations of the competitor may be owing to several factors such as lack of information/knowledge about the competitor, lack of acknowledgement of the actual situation, that the competitor has understood how to market himself towards the customer (as opposed to the company), etc.
Figure 4: How customers and the company evaluate the performance of Competitor 1 on the parameter: product quality
Used in this way the analyses function as a competitor analysis.
The profile/image analysis tool is only designed for information and analysis purposes. It does not tell you what to do, but only points out the gaps and the position of the company in the market.
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