Business — Banking — Management — Marketing & Sales

An evaluation of the competitor’s competence will tell us about his ability to implement his strategies.

Competitor’s competence	Very strong	Strong	Average	Weak	Very weak
Production platform • Assortment • Brands • Variations/single products
Customer platform • Types/categories • Image • Loyalty
Marketing and sales competence • Marketing methods and results • Sales organisation — Structure/size — Image within customer group — Achieved results in specific areas • Distribution system
Development competence • Ability to develop new products • Research resources — development department
Financial competence • Build-up of own capital • Borrowing powers/investment potential
Production competence • Quality • Cost per unit • Flexibility • Free capacity
Organisational competence • Management • Size and structure • Employees — quality/involvement

Conclusion

The competitor analysis can be summarised by the following questions:

Which strategy is the competitor expected to lead in the future?

Where is the competitor vulnerable?

Within which areas is the competitor likely to respond strongly to our activities?

Which new activities (products, markets) should be considered?

Evaluation of the results of the competitor analysis in relation to the company’s own running activities.

Tagged as: Basis of Marketing