This document provides a template and guidance for conducting a market and competitor analysis. It includes sections for analyzing the target market, market size and growth, market profitability and trends, and key success factors. The competitor analysis section includes templates for identifying competitors, comparing competitors based on various criteria, positioning competitors on a matrix, and ranking the top competitors. The overall aim is to save consultants time by providing an editable PowerPoint template to analyze the market and key competitors for a given business.

1. Market and
Competitor analysis
Training & Template
By Former Deloitte
& McKinsey
Consultants

2. 22
Objective of this document
Save time and make the difference by using
our Competitor Analysis training and
template in editable PowerPoint slides
created by former Deloitte & McKinsey
management consultants
“
”

3. 33
Overall guiding principles

4. 44
Important advice
The slides containing “Guiding principle” in their
right top corner are just explanatory slides and
should be removed from the final version of
your document

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Market & Competitor Analysis
Company Name:
Date:
Author:
Business Unit:
Email:
Phone:
Example name
08/10/2014
John Example
Example A
Example@business.com
04 20 30 40 50

6. 66
Table of content
1. Market analysis
1.1. Target market
1.2. Market size
1.3. Market growth
1.4. Market profitability
1.5. Market trends
1.6. Key success factors
2. Competitor analysis
2.1. Competitor identification
2.2. Competitor comparison
2.3. Competitor positioning
2.4. Competitor ranking
2.5 key findings

7. 77
1. Market analysis
1. Market analysis
1.1. Target market
1.2. Market size
1.3. Market growth
1.4. Market profitability
1.5. Market trends
1.6. Key success factors
2. Competitor analysis
2.1. Competitor identification
2.2. Competitor comparison
2.3. Competitor positioning
2.4. Competitor ranking
2.5 key findings

8. 88
1. Market analysis
1.1.Target market - Template
• Describe in this text block your target market(s), that is to say the group of customers that you want to market your
products to.
• To identify your target market(s), you can use customer segmentations such as:
o Geographic segmentation
o Demographic/socioeconomic segmentation: gender, age, income, occupation, education, household size, and stage in
the family life cycle)
o Attitudes
o Psychological profiles
• If you have more than one target market, you ideally will have to tailor your mix marketing (4Ps) for each one of your target
markets
Target Market description

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1. Market analysis
1.2.Target market size - Template
• Estimate the Total Available Market (TAM) size
• TAM refers to the global revenue opportunity available for a product or service
• Some sources of information such as government data, trade associations, financial
data from major players and customer surveys should help you to provide a rough
estimation
Total Available Market (TAM)
Total Available
Market (TAM)
Serviceable Available
Market (SAM)
• Estimate the Serviceable Available Market (SAM) size
• SAM refers to the percentage of the Total Available Market (TAM) that you can
actually serve
Serviceable Available Market (SAM)
• Estimate your Target Market size based on your estimation of the TAM and SAM size
• Target market refers to the group of customers that you want to market your products
to
Your Target MarketTarget Market
Market
Share
• Estimate your market share (in percentage and dollars) based on your unique selling
proposition and marketing plan
• Your market share refers to a percentage of your target market
Your Market Share

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1. Market analysis
1.3.Target market growth - Template
• Estimate the Total Available Market (TAM) revenue growth
Total Available Market (TAM)
Total Available
Market (TAM)
Serviceable Available
Market (SAM)
• Estimate the Serviceable Available Market (SAM) revenue growth
Serviceable Available Market (SAM)
• Estimate your Target Market revenue growth
Your Target MarketTarget Market
Market
Share
• Estimate your market share growth
Your Market Share
• A simple way of forecasting the market
growth is to extrapolate historical data
into the future
• A more accurate way is to study growth
drivers such as demographic
information and sales growth in
complementary products - 10% every year between 2014 and 2020
+ 1% every year between 2014 and 2020
+ 10% every year between 2014 and 2020
+ 2% every year between 2014 and 2020

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1. Market analysis
1.4.Market profitability - Guiding principles
The Porter’s Five Forces tool is helpful to assess the attractiveness and profitability of a market or industry by analyzing
the forces acting upon it:
Rivalry
• British
Airways
• British
Midland
• Dan Air
Bargaining power of
Suppliers
• Fuel companies
• Aircraft companies
• Labor
• Catering suppliers
Bargaining power
of Buyers
• Business
travellers
• Pleasure travellers
Threat of new
entrants
• Foreign airlines
• National airlines
• New companies
Threat of
Substitute
products
• Bus, Rail, Car
• Video
conferencing
Example of the Porter’s five forces tool applied in the airline industry

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1. Market analysis
1.4.Market profitability - Template (1/2)
The Porter’s Five Forces tool is helpful to assess the attractiveness and profitability of a market by analyzing the forces
acting upon it:
Rivalry
• Insert a brief
description
Bargaining power of
Suppliers
• Insert a brief description
Bargaining power
of Buyers
• Insert a brief
description
Threat of new
entrants
• Insert a brief
description
Threat of
Substitute
products
• Insert a brief
description

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1. Market analysis
1.4.Market profitability - Template (2/2)
• Insert a more comprehensive
description
Bargaining power of Suppliers
• Insert a more comprehensive
description
Bargaining power of Buyers
• Insert a more comprehensive
description
Rivalry among firms
• Insert a more comprehensive
description
Threat of Substitute products
• Insert a more comprehensive
description
Threat of new entrants

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1. Market analysis
1.5.Market trends - Guiding principles

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1. Market analysis
1.5.Market trends - Template
• Insert the description of the trend #1
Insert the title of the trend
#1
• Insert the description of the trend #2
Insert the title of the trend
#2
• Insert the description of the trend #3
Insert the title of the trend
#3

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1. Market analysis
1.6.Key success factors (KSF) - Guiding principles

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1. Market analysis
1.6.Key success factors (KSF) - Template
• Insert the description of the KSF #1Insert the title of the KSF #1
• Insert the description of the KSF #2Insert the title of the KSF #2
• Insert the description of the KSF #3Insert the title of the KSF #3

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2. Competitor analysis
1. Market analysis
1.1. Target market
1.2. Market size
1.3. Market growth
1.4. Market profitability
1.5. Market trends
1.6. Key success factors
2. Competitor analysis
2.1. Competitor identification
2.2. Competitor comparison
2.3. Competitor positioning
2.4. Competitor ranking
2.5 key findings

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2. Competitor analysis
2.1.Competitor identification - Template
• Competitor A
• Competitor B
• Competitor C
• Competitor D
1.Key National Competitors
• Competitor E
• Competitor F
• Competitor G
• Competitor H
2.Key International Competitors
• Competitor L
• Competitor M
• Competitor N
• Competitor O
4.New Entrants
• Competitor I
• Competitor J
• Competitor K
3.Substitutes
Split your competitors in meaningful categories aligned with
your scope

20. 2020
2. Competitor analysis
2.2.Competitor comparison - Template (1/2)
Criteria
Revenue Profit Market share Main activity
Number of
employee
Product
quality
Insert your
own text
Competitor A
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own text
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Competitor B
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Competitor D
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Compare your competitors with relevant criteria

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2. Competitor analysis
2.2.Competitor comparison - Template (2/2)
0
0.5
1
1.5
2
2.5
3
3.5
4
Competitor A Competitor B Competitor C Competitor D Competitor E
Revenue Profit
Competitor Revenue and Profit
Insert your key message
You can edit the data chart with the following process:
>Double click on the graph > click Design > Click on “Edit
Data” >Update the table with your own data

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2. Competitor analysis
2.3.Competitor positioning - Template
Position your competitors with a 2 by 2 or 3 by 3 matrix
using relevant criteria
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10
5
0
-5
A
B
C
Gaining market share
Losing market share
Average
market
growth
0 10 20 30 40 50
CompanyGrowth(%)
Market Share (%)
= $ xx million in sales
Insert your key message
60
D

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2. Competitor analysis
2.4.Competitor ranking - Template
Rank your top 3 competitors and insert their logo in the slide

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