Business — Banking — Management — Marketing & Sales

The Competitor’s Competences



Category: Marketing

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:

Comments are closed.