A competitive landscape is a business analysis method that identifies direct or indirect competitors to help comprehend their mission, vision, core values, niche market, strengths, and weaknesses. Based on the volatile nature of the business world, where companies represent competition to others, this analysis helps to establish a new mindset that facilitates the creation of strategic competitiveness. Having the right information about the target market, competitors and potential customers are extremely important to the company's continuity and strength which increases its chances of success. For startups, in particular, it is essential to meet the needs of the fast-paced market. Whether your company is a startup or you have a lot of work experience, gaining a comprehensive view of the current market and understanding competitors and what they are doing is crucial to your company's long-term success. Conducting a competitive landscape analysis gives you an opportunity to look at your competitors critically of their marketing efforts and will provide you with some ideas that can be used to make your startup's marketing strategy effective.

1. Name of Company /
Product
For: Sir Mohd Hisham Bin Hashim
Team No:
Date: (Presentation Date)
Insert Company
Logo or Product
image here.
(NO UniKL Logo
Please)
1
Note – Company MUST
be an SME, startup
capital must be less
than RM100k. It can
either be online, retail
outlet, reseller,
dropship. No factory
please. Assembly yes!

2. Agenda
No Agenda Presenter
1.0 Executive Summary (name)
2.0 Situational Analysis
3.0 Market Planning
4.0
Financial Modelling For
Marketing Strategy
5.0 Control
2

3. 1.0 Executive Summary
1.1 Company Background
1.2 Company Ownership (who are the owner
of the company)
1.3 Area of Operation
1.4 Product / Service Offering
1.5 Company’s Value Proposition
1.6 Mission, Vision and Values
3

4. 1.1 Company Background
Background of the company from beginning
to current (highlight 3 unique historical
background)
4

5. 1.2 Company Owners
Indicate the percentage of ownership in the company
Mirjam
Nilsson
COO
Victoria
Lindqvist
COB
Alexander
Martensson
CFO
Angelica
Astrom
Head of
Operations
Mira
Karlsson
Head of
Technical
Flora
Berggren
Creative Director
5

6. 1.3 Area of Operation
Which market the company is currently serving
or intend to serve (example Setiawangsa) .
Please put an image using Google Street of
your company position.
Use Google Map to show your address.
6

7. 1.4 Product / Service Offering
Describe in detail what is your company product or service
offering. (Please read Chapter 13 if you are not sure)
7

8. 1.5 Company’s Value Proposition
Value is quality, price and service. What Value
proposition (or benefits) you want to offer to your
customer.
8

9. 1.6 Mission, Vision & Values
9

10. 2.0 Situational Analysis
2.1 Macro – Environment Analysis
2.2 Market Analysis
2.3 Consumer Analysis
2.4 Competitor Analysis
2.5 Internal Analysis
10

11. 2.1 Macro environment analysis
2.1.1 Macro-Environment Analysis (PESTEL)
2.1.2 Macro-Environment Analysis (Supply Chain)
2.1.3 Macro-Environment Analysis (Stakeholders
& Evaluation of Relations)

12. 2.1.1 Macro-Environment Analysis (PESTEL)

13. 2.1.2 Macro-Environment Analysis (Supply
Chain)

14. 2.1.3 Macro-Environment Analysis
(Stakeholders & Evaluation of Relations)

15. 2.2 Market analysis
2.2.1 Market Definition
2.2.2 Five Forces Analysis
2.2.3 Market Structure
2.2.4 Market Size
2.2.5 Market Segmentation
2.2.6 Market Trend (Key Market Drivers)
2.2.7 Market Growth

16. 2.2.1 Market Definition

17. 2.2.2 Five Forces Analysis

18. 2.2.3 Market Structure

19. 2.2.4 Market Size

20. 2.2.5 Market Segmentation
Demographic (use 2 best) – example Gender,
Age, ethnic, income
Behavioral (use 2 best) – example usage rate or
user status or buyer readiness stage
Geographic (use 2 best) – country, state, city,
kampung
20

21. 2.2.6 Market Trend (Key Market Drivers)

22. 2.2.7 Market Growth

23. 2.3 Consumer analysis
2.3.1 Buyer Decision Process
2.3.2 Buyer’s Journey
2.3.3 Understanding Customer Needs
2.3.4 Target Group
2.3.5 Customer Segmentation
2.3.6 Customer Satisfaction

24. 2.3.1 Buyer Decision Process

25. 2.3.2 Buyer’s Journey

26. 2.3.3 Understanding Customer Needs
26

27. 2.3.4 Target Group
27

28. 2.3.5 Customer Segmentation
28

29. 2.3.6 Customer Satisfaction
29

30. 2.4 Competitor Analysis
2.4.1 Market Competition Analysis
2.4.2 Competitor Market Attractiveness &
Market Share

31. 2.4.1 Market Competition Analysis
Competitive Analysis (Spider Web) – please use the excel
file Competitor Analysis SpiderWeb.xlsx
Explain your company position against the competitor
31

32. 2.4.2 Competitor Market Attractiveness &
Market Share
32

33. 2.5 Internal analysis
2.5.1 Corporate Culture
2.5.2 Corporate Structure
2.5.3 Key Performance Indicators
2.5.4 Resources Analysis
2.5.5 Potential Analysis
2.5.6 Capacity Analysis
2.5.7 Competitive Advantages
2.5.8 Development Competence
2.5.9 SWOT Analysis
2.5.10 SWOT Analysis Escalation

34. 2.5.1 Corporate Culture

35. Corporate Structure
Ahmad Amirun Fitri Bin Abu Zaimah
CEO, Owner of the company
Muhd Iqbal Bin Mat Rapi
Head of marketing, staff
Mohd Hafizuddin Bin Mohd
Hanafiah
Head of research & development,
staff
Nazrulhafiz Bin Zahudin
Head of human resource, staff
Mohd Shahidi Nasri Bin Mohd
Soffi
Head of financial, staff
35

36. 2.5.3 Key Performance Indicators
36

37. 2.5.4 Resources Analysis
37

38. 2.5.5 Potential Analysis
38

39. 2.5.6 Capacity Analysis
39

40. 2.5.6 Capacity Analysis (cont.)
40

41. 2.5.7 Competitive Advantages
41

42. 2.5.8 Development Competence
42

43. 2.5.9 SWOT Analysis
Strength internal capabilities that may help a company
reach it objectives
Weakness Internal limitations that may interfere with a
company ability it achieve obj
Opportunity external factors that the company may able
to exploit to its advantage
Threat Current and emerging external factors that may
challenge the company performance
43

44. 2.5.9 SWOT Analysis
EXAMPLE
44

45. 2.5.10 SWOT Analysis Escalation
SWOT Analysis Escalation using:
2.5.10.1 External Factor Evaluation (EFE)
Matrix
2.5.10.2 Internal Factor Evaluation (IFE)
Matrix
45

46. 2.5.10.1 External Factor Evaluation (EFE) Matrix
Factor Key External Factor Weight Rating
Weighted
Score Comments
Opportunities
O1 0.1 3 0.3
O2 0.2 2 0.4
O3 0.3 2 0.6
Threats
T1 0.1 2 0.2
T2 0.3 3 0.9
Total Score 1.00 2.4
External Factor
Evaluation (EFE)
Matrix
The company weighted
score is 2.4 out of
maximum of 4.00. The
score 2.4 is slightly
above average and
there are alot of room
for improvements
(A) Weightage: Range from 0.0 (not important) to 1.0 (very important).
(B) Rating: Effective response factor 4=Response Is Superior, 3=Response is Above Average, 2=Response Is
Average & 1=Response Is Poor
Total must be 1.00 (Jumlah sini MESTI 1.00)
46

47. Factor Key Internal Factors Weight Rating
Weighted
Score Comments
Strengths
S1 0.20 3 0.6
S2 0.02 3 0.06
S3 0.02 2 0.03
S4 0.01 3 0.03
S5 0.10 3 0.3
S6 0.02 3 0.06
S7 0.20 2 0.4
S8 0.20 3 0.6
Weakness
W1 0.10 3 0.3
W2 0.10 2 0.2
W3 0.01 2 0.02
W4 0.01 2 0.02
W5 0.02 2 0.03
Total Score 1.00 2.65
Internal Factor
Evaluation (IFE)
Matrix
The company
weighted score is 2.65
out of maximum of
4.00. The score 2.65 is
slightly above
average.
2.5.10.2 Internal Factor Evaluation (IFE) Matrix
(A) Weightage: Range from 0.0 (not important) to 1.0 (very important).
(B) Rating: Effective response factor 4=Response Is Superior, 3=Response is Above Average,
2=Response Is Average & 1=Response Is Poor
Total must be 1.00 (Jumlah sini MESTI 1.00)
47

48. 3.0 Market Planning
3.1 Corporate Goals & Objectives
3.2 Market Research
3.3 Market Strategy
48

49. 3.1.1 Corporate Goal
49

50. 3.1.2 Objectives
50

51. 3.2 Market research
3.2.1 Parameters
3.2.2 Action Plan

52. 3.2.1 Parameters
52

53. 3.2.2 Action Plan
53

54. 3.3 Market Strategy
3.3.1 Competition Strategy (Porter)
3.3.2 Growth Strategy (ANSOFF)
3.3.3 Marketing Mix (7P’s)

55. 3.3.1 Competition Strategy (Porter)
55

56. 3.3.2 Growth Strategy (ANSOFF)
56

57. 3.3.3 Marketing Mix (7P’s)
57

58. 3.4 Product / Service Strategy
3.4.1 Pricing Strategy (Chapter 16)
3.4.2 Product Strategy
3.4.3 Lead Generation Plan
3.4.4 Channel Strategy
3.4.5 Market Entry
58

59. 3.4.1.1 Price Policy Objectives
59

60. 3.4.1.2 Pricing Method
Pricing Method (used by your Team – read
chapter on pricing if you are not sure)
o Mark up pricing
o Target return pricing
o Perceived value pricing
60

61. 3.4.1.3 Price Strategy
61

62. 3.4.1.4 Payment Methods
62

63. 3.4.2 Product Strategy (PLC)
Where is you company product / service at the
PLC stage? – Only ONE position.
63

64. 3.4.2.1 Product Life Cycle – Characteristics &
Marketing Objectives (Please use only ONE (SATU),
intro or growth or maturity or decline)
Source: Philip Kotler and Kevin Lane Keller, Marketing Management, 14th ed. (Upper Saddle River, NJ: Prentice Hall, 2012), p. 317. © 2012.
Printed and Electronically reproduced by permission of Pearson Education, Inc., Upper Saddle River, New Jersey.
64

65. 3.4.2.2 Product Life Cycle – Strategies
(Please use only ONE (SATU), intro or growth or maturity of decline – same as the
previous slide)
Source: Philip Kotler and Kevin Lane Keller, Marketing Management, 14th ed. (Upper Saddle River, NJ: Prentice Hall, 2012), p. 317. © 2012.
Printed and Electronically reproduced by permission of Pearson Education, Inc., Upper Saddle River, New Jersey.
65

66. 3.4.2.3 Differentiation Strategy (Chapter 13)
o Form
o Features
o Performance
o Quality
66

67. 3.4.2.4 Product Innovation Strategy
What unique innovation that come along with your
product / service.
Note – Innovation can happen at (example) packaging, unique
processing, distribution method, inventory systems.
67

68. 3.4.2.5 Packaging Strategy
What unique packaging strategy used to create the
appeal for your product / service
68

69. 3.4.3 Lead Generation Plan
3.4.3.1 Advertising & Promotion (Show one Advertising
in One of the local Newspaper)
3.4.3.2 Social Media Tools
o Blog
o Social Networking ( Facebook, Twitter, Instagram, WhatsApps)
Show at least ONE social media application of your company &
products)
3.4.3.3 Internet / Website
69
PLEASE SHOW YOUR WEBSITE OR FACEBAOOK ACCOUNT

70. 70
3.4.3.2 Social Media Estimates

71. 71
3.4.3.3 Internet / Website Estimate

72. 3.4.4 Channel Strategy (Chapter 17)
72
Which channel use by your Company in Channel
Strategy Estimate

73. 73

74. 3.4.5 Market Entry (choose 1)
74

75. 4.0 Financial Strategy
4.1 Financial Objectives
4.2 Funding Category
4.3 Key Components of Financial Forecast
75

76. 4.1 Financial Objectives
Example – To reduce cost, to increase margins ect ect.
76
Don’t forget to explain customer payment system, i.e. how
customer make their payment to your company after
purchasing

77. 4.2 Funding Category
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Fund Category
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Fund Category
$82,00
0
$32,00
0
$14,00
0
$12,00
0
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Fund Category
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Fund Category
77

78. 4.3 Key Components of Financial Forecast
4.3.1 Key Input
4.3.2 R&C 12 Month
4.3.3 R&C 10 Years
4.3.4 CF Analysis 12 Months
4.3.5 CF Analysis 10 Years
4.3.6 P&L 12 Month
4.3.7 P&L 10 Years
4.3.8 BS 10 Years
4.3.9 Financial Performance – 10 years
4.3.10Financial Performance (Graph)
4.3.11Breakeven Analysis 78

79. 4.3.1 Key Input
79

80. 4.3.2Revenue & Cost Forecast 12 months.
80

81. 4.3.3Revenue & Cost Forecast 10 years
81

82. 4.3.4 Cash Flow Analysis 12 months
82

83. 4.3.5 Cash Flow Analysis 10 years
83

84. 4.3.6 Profit & Loss 12 months.
84

85. 4.3.7 Profit & Loss 10 years
85

86. 4.3.8 Balance Sheet 10 years
86

87. 4.3.9 Financial Performance – 10 years Financial Ratio Analysis
87

88. 4.3.10 Financial Performance (Graph)
88

89. 4.3.11 Break Even Analysis
89
I want to see
this !

90. 5.0 Control
5.1 Marketing Organization
5.2 Implementation Plan
5.3 Contingency Planning
90

91. 5.1.1 Overall Organization
Overall Company (The Company Overall Organizational
Chart)
This include not only marketing. Production & operation,
Finance & Acc, Logistics & Supply chain, Retail, North
Division, South Division, East & West ect, ect.
91

92. 5.1.2 Marketing Department OC
Just the Marketing Division, Section or Unit OC and explain the
role of each sections and the functions of each of the employee.
(example of sections)
Promotion & Advertising Section
Event Management Section
Online back room operation Section
Call center
Distribution and online
92

93. 5.2 Implementation
5.2.1 Scenario analysis
5.2.2 Tactics used
5.2.3 Milestone
5.2.4 Critical Path
93

94. 5.2.1 Scenario Analysis
94

95. 5.2.2 Tactics
95

96. 5.2.3 Milestone
96

97. 5.2.4 Critical Path
97
All TASK in Critical MUST be the same task in Milestone

98. 5.3 Contingency planning
5.3.1 Best Case Scenario
5.3.2 Worst Case Scenario
Please Use “Fishbone” Technique
to explain both Scenario.
The contingency plan must relate to the mile stone (Implementation Plan (5.2.4).
Worst case scenario (if the plan did not happen, what bad things can happens to the
company – minimum 3)
Best case scenario (if everything go according to plan or well above planning –
minimum 3)
98

99. 5.3.1 Best Case Senario (From Milestone Task)
Effect 1
Effect 2
Effect 1
Effect 2
Effect 1
Effect 2
Effect 2 Effect 2
Effect 1 Effect 1
Task 1 Task 2 Task 3
Task 4 Task 5
99

100. 5.3.2 Worst Case Senario (From Milestone Task)
Effect 1
Effect 2
Effect 1
Effect 2
Effect 1
Effect 2
Effect 2 Effect 2
Effect 1 Effect 1
Task 1 Task 2 Task 3
Task 4 Task 5
100

101. Q & A
Thank You
101