This document discusses the importance of competitive analysis for developing a marketing strategy. It outlines that competitive analysis identifies competitors, evaluates competitive relationships, and identifies likely competitor responses. The analysis provides an offensive and defensive context by identifying opportunities and threats from strengths and weaknesses of current and potential competitors. Competitive analysis is an essential part of framing an effective strategy and includes identifying competitors, Porter's generic strategies of cost leadership, differentiation and focus, and using SWOT and PESTLE analyses.

1. COMPETITIVE ANALYSIS
K.SARANYA SUMA
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2. Competitor analysis
 It is a critical part of your company marketing
plan.
You can establish what makes your product or
service unique--and therefore what attributes
you play up in order to attract your target
market

3. • In marketing and strategic management is an
assessment of the strengths and weaknesses of
current and potential competitors. This analysis
provides both an offensive and defensive
strategic context to identify opportunities and
threats.

4. • Identify competitors
• Evaluate competitive relationships
• Identify competitors likely response profiles
• Components of competitive IS & how it is
feeded in the process of framing a strategy

6. Before?
• How do you make a strategy?
• Have you seen any organisation framing
strategy without making competitive analysis?
• Do you feel any importance to be given to
competitive analysis?

7. Observe ?
• Porter focused
• SWOT
• One form of framing strategy
• Even all PESTL analysis is based
• Competitive advantage is calculated
• One of chain in Value Chain
• Our position in market is analysed

8. Porter’s Generic Strategy
Cost leadership
Differentiation
Focus