Competitive Analysis Date Download the entire document at: www.gazhoo.com

Context XYZ Approach to Competitive Analysis Appendix: Competitive Analysis Case Studies Download the entire document at: www.gazhoo.com

Time and availability of resources will determine the breadth and depth of the competitor analysis. Sources of Competitor Analysis Information 2. Profile Competitors 3. Compare and Position Competitors 1. Define Competitor Set Consult company rankings Interview management Consult investment analyst reports and other resources Perform database literature searches Trade association statistics Literature searches Suppliers Management interviews Recent hire interviews Insights Interviews with management, recent hires, and, if possible, customers typically provide the best information on competitor capabilities and strategies Analyst reports typically provide the next-best third-party information Annual reports can provide high-level financial analysis by external parties Prospectus filings are valuable sources of more detailed information than annual reports and often articulate the company’s strategy Company-provided Material (e.g., annual reports, product literature) Industry reports Trade magazines Customers Download the entire document at: www.gazhoo.com

Consult company rankings

Interview management

Consult investment analyst reports and other resources

Perform database literature searches

Trade association statistics

Literature searches

Suppliers

Management interviews

Recent hire interviews

Insights

Interviews with management, recent hires, and, if possible, customers typically provide the best information on competitor capabilities and strategies

Analyst reports typically provide the next-best third-party information

Annual reports can provide high-level financial analysis by external parties

Prospectus filings are valuable sources of more detailed information than annual reports and often articulate the company’s strategy

Company-provided Material (e.g., annual reports, product literature)

Industry reports

Trade magazines

Customers

A Competitor Profile must address a number of information categories from strategic intent to business system. Competitor Profile Checklist Strategic Intent Product Offerings Competitive Strength Performance Business System Key Personnel Organizational Structure Business Value Chain High-level asset map (stores, factories, branches, etc.) Sales and Marketing Processes Manufacturing and Distribution Processes Other Key Processes High Level Cost Structure Corporate/ Business Unit strategy Competitor’s Value Proposition Acquisition/Divestitures Resource Allocation Strategic Partnerships Sales and Sales Growth Profitability (e.g., Net Profit, ROS, ROA, ROIC, EVA, MVA) Market Share Major recent events, successes, failures Operational Efficiencies Financial Capacity Basic Profile More Advanced Profile (depending on engagement needs) Download the entire document at: www.gazhoo.com Strengths/Weaknesses Core Competencies Markets Served/Major Customers Product Mix Geographic Coverage R&D/New Product Pipeline Customer Service Features

Key Personnel

Organizational Structure

Business Value Chain

High-level asset map (stores, factories, branches, etc.)

Sales and Marketing Processes

Manufacturing and Distribution Processes

Other Key Processes

High Level Cost Structure

Corporate/ Business Unit strategy

Competitor’s Value Proposition

Acquisition/Divestitures

Resource Allocation

Strategic Partnerships

Sales and Sales Growth

Profitability (e.g., Net Profit, ROS, ROA, ROIC, EVA, MVA)

Market Share

Major recent events, successes, failures

Operational Efficiencies

Financial Capacity

Strengths/Weaknesses

Core Competencies

Markets Served/Major Customers

Product Mix

Geographic Coverage

R&D/New Product Pipeline

Customer Service Features

Example 1: Buyer Value* Positioning for a Telecommunications Client Key Buyer Value Positioning *Buyer Values = Product or service features that customers (or segments of customers) deem valuable Comment/Insight: A number of attractive positioning opportunities exist for our client in positions where competition is not present Low High Low High Low High Specialty Very Broad Competitor 2 Competitor 1 Competitor 3 Competitor 2 Competitor 3 Competitor 1 Competitor 2 Competitor 3 Competitor 1 Competitor 3 Competitor 2 Competitor 1 Positioning Opportunity Positioning Opportunity Positioning Opportunity Positioning Opportunity Positioning Opportunity Product Performance Price Service Product Line Breadth Download the entire document at: www.gazhoo.com Client Client Client Client

Context XYZ Approach to Competitive Analysis Appendix: Competitive Analysis Case Studies Retail Example Financial Services Example Download the entire document at: www.gazhoo.com

Appendix: Competitive Analysis Case Studies

Retail Example

Financial Services Example