1.
Competitor Analysis

2.
Aggregate Category Factors
• Size
• Growth potential
• Stages in the Product Life Cycle
– Embryonic
– Introduction
– Growth
– Maturity
– Decline
• Cyclicity
• Seasonality

3.
Porter 5 Force Analysis
• Threat of New Entrants
– Barriers to Entry to be created
• Economies of Scale
• Brand Loyalty
• Absolute Cost Advantage
• Switching Costs
• Rivalry amongst Existing Players
• Bargaining power of Buyers
• Bargaining power of Suppliers
• Substitute Products

4.
Secondary Sources of Competitor
Information
• Internal sources
• Local newspapers
• Magazines
• Annual reports
• Patent Filings
• Press Releases
• Trade Associations
• Internet

5.
Primary Sources
• Sales Force
• Employees
• Consultants
• Investment Bankers
• Suppliers

6.
Other Sources
• Information Seeking Ads
• Exhibitions
• Factory Visits
• Reverse Engineering
• Poaching Employees

7.
Assessment of Competitor’s Objectives
• GROWTH
– increase in number of units sold/ market share
• CONSOLIDATION or HOLD
– Aims to arrest the slide of reducing market share
• HARVEST or MILKING
– ROI becomes more relevant
Factors:
Competitor’s Country of Origin
Ownership Pattern of Competing Firm

8.
Strategy of Competitor
• MARKETING STRATEGY
– Segmentation
– Core Strategy
– Comparison of Value Chain
– Marketing Mix
• Pricing
• Promotion
• Place
• Product capability

9.
Technological Strategy
• First-to-market
– State of art R&D, med scale manufacturing, high risk,
early mover advantage
• Second-to-market
– Advanced R&D, med-scale manufacturing, product
differentiation, growth stage
• Late-to-market
– Cost effective production, high production volumes,
less selling costs, entry during maturity stage

10.
Competitor Analysis
• How crucial the product is ?
• Commitment of the organization
• Aggressiveness of the product manager

11.
Differential Analysis Abilities
• Ability to Conceive & Design
• Ability to Produce
• Ability to Market
• Ability to Finance
• Ability to Manage