Competitive Analysis
{YOUR LOGO}
{Client’s Company}
Competitive Analysis
Created by
{Your Name}
{Date}
Contents
Competitive Positioning 2
Market Profiles 3
Market Segmentation Profile: {Market A} 3
Market Segmentation Profile: {Market B} 3
Value Proposition 3
Competitive Analysis 3
Competitive Analysis Summary 3
[To update the Table of Contents, Right Click in the area to the left of the table, then choose “Updated Field > Update Entire Table.”]
[CHANGE THE FONTS AND PAGE DESIGN TO MATCH YOUR COMPANY’S DOCUMENT TEMPLATES. USE THE “STYLES” SECTION TO MODIFY FONTS, SIZES, COLORS, ETC. FOR HELP, SEE THE WEBSITE.]
COMPETITIVE POSITIONING
What sets your product, service and company apart from your competitors? What value do you provide and how is it different than the alternatives?
Competitive positioning is about defining how you’ll “differentiate” your offering and create value for your market. It’s about carving out a spot in the competitive landscape and focusing your company to deliver on that strategy. A good strategy includes:
Market profile: size, competitors, stage of growth
Customer segments: groups of prospects with similar wants & needs
Competitive analysis: strengths, weaknesses, opportunities and threats in the landscape
Positioning strategy: how you’ll position your offering to focus on opportunities in the market
Value proposition: the type of value you’ll deliver to the market
When your market clearly sees how your offering is different than your competition, it’s easier to generate new prospects and guide them to buy. Without differentiation, it takes more time and money to show prospects why they should choose you; as a result, you often end up competing on price – a tough position to sustain over the long term.
Market Profiles
{Target Market A}:
Industries
← {Insert}
Geographical Regions
← {Insert}
Market Size (Total Revenue)
← {Insert}
Typical Company Size (Annual Revenue)
← {Insert}
Typical Company Size (# Employees)
← {Insert}
Typical Decisionmaker
← {Insert}
Decisionmaker influencers
← {Insert}
Typical Problems
← {Insert}
Market Trends
← {Insert}
Market Maturity Stage
← {Insert}
{Target Market B}:
Industries
← {Insert}
Geographical Regions
← {Insert}
Market Size (Total Revenue)
← {Insert}
Typical Company Size (Annual Revenue)
← {Insert}
Typical Company Size (# Employees)
← {Insert}
Typical Decisionmaker
← {Insert}
Decisionmaker Influencers
← {Insert}
Typical Problems
← {Insert}
Market Trends
← {Insert}
Market Maturity Stage
← {Insert}
Market Segmentation Profile: {Market A}
{MARKET A}
{Segment A}
Why they need {insert name of product}?
← {Insert}
← {Insert}
← {Insert}
How they use {insert name of product}?
← {Insert}
← {Insert}
← {Insert}
Value derived from {insert name of product}
← {Insert}
← {Insert}
← {Insert}
{SEGMENT A} profile
Size of Market Segment
← {Insert}
Accessibility
Typical effort needed to reach the decisionmaker
← {Insert}
Market Noise
How many other competitors are in this space
← {Insert}
A-ha Factor
How quickly do they get your message and understand your value
← {Insert}
Habits
← {Insert}
Emotional Triggers
← {Insert}
Primary Motivations for Purchase
← {Insert}
Market Perceptions
← {Insert}
Reputation within this segment
← {Insert}
{SEGMENT A} Priority High
Medium
Low
{Segment B}
Why they need {insert name of product}?
← {Insert}
← {Insert}
← {Insert}
How they use {insert name of product}?
← {Insert}
← {Insert}
← {Insert}
Value derived from {insert name of product}
← {Insert}
← {Insert}
← {Insert}
{SEGMENT B} profile
Size of Market Segment
← {Insert}
Accessibility
Typical effort needed to reach the decisionmaker
← {Insert}
Market Noise
How many other competitors are in this space
← {Insert}
A-ha Factor
How quickly do they get your message and understand your value
← {Insert}
Habits
← {Insert}
Emotional Triggers
← {Insert}
Primary Motivations for Purchase
← {Insert}
Market Perceptions
← {Insert}
Reputation within this segment
← {Insert}
{SEGMENT B} Priority High
Medium
Low
{Segment C}
Why they need {insert name of product}?
← {Insert}
← {Insert}
← {Insert}
How they use {insert name of product}?
← {Insert}
← {Insert}
← {Insert}
Value derived from {insert name of product}
← {Insert}
← {Insert}
← {Insert}
{SEGMENT C} profile
Size of Market Segment
← {Insert}
Accessibility
Typical effort needed to reach the decisionmaker
← {Insert}
Market Noise
How many other competitors are in this space
← {Insert}
A-ha Factor
How quickly do they get your message and understand your value
← {Insert}
Habits
← {Insert}
Emotional Triggers
← {Insert}
Primary Motivations for Purchase
← {Insert}
Market Perceptions
← {Insert}
Reputation within this segment
← {Insert}
{SEGMENT C} Priority High
Medium
Low
Market Segmentation Profile: {Market B}
{Segment A}
Why they need {insert name of product}?
← {Insert}
← {Insert}
← {Insert}
How they use {insert name of product}?
← {Insert}
← {Insert}
← {Insert}
Value derived from {insert name of product}
← {Insert}
← {Insert}
← {Insert}
{SEGMENT A} profile
Size of Market Segment
← {Insert}
Accessibility
Typical effort needed to reach the decisionmaker
← {Insert}
Market Noise
How many other competitors are in this space
← {Insert}
A-ha Factor
How quickly do they get your message and understand your value
← {Insert}
Habits
← {Insert}
Emotional Triggers
← {Insert}
Primary Motivations for Purchase
← {Insert}
Market Perceptions
← {Insert}
Reputation within this segment
← {Insert}
{SEGMENT A} Priority High
Medium
Low
{Segment B}
Why they need {insert name of product}?
← {Insert}
← {Insert}
← {Insert}
How they use {insert name of product}?
← {Insert}
← {Insert}
← {Insert}
Value derived from {insert name of product}
← {Insert}
← {Insert}
← {Insert}
{SEGMENT B} profile
Size of Market Segment
← {Insert}
Accessibility
Typical effort needed to reach the decisionmaker
← {Insert}
Market Noise
How many other competitors are in this space
← {Insert}
A-ha Factor
How quickly do they get your message and understand your value
← {Insert}
Habits
← {Insert}
Emotional Triggers
← {Insert}
Primary Motivations for Purchase
← {Insert}
Market Perceptions
← {Insert}
Reputation within this segment
← {Insert}
{SEGMENT B} Priority High
Medium
Low
{Segment C}
Why they need {insert name of product}?
← {Insert}
← {Insert}
← {Insert}
How they use {insert name of product}?
← {Insert}
← {Insert}
← {Insert}
Value derived from {insert name of product}
← {Insert}
← {Insert}
← {Insert}
{SEGMENT C} profile
Size of Market Segment
← {Insert}
Accessibility
Typical effort needed to reach the decisionmaker
← {Insert}
Market Noise
How many other competitors are in this space
← {Insert}
A-ha Factor
How quickly do they get your message and understand your value
← {Insert}
Habits
← {Insert}
Emotional Triggers
← {Insert}
Primary Motivations for Purchase
← {Insert}
Market Perceptions
← {Insert}
Reputation within this segment
← {Insert}
{SEGMENT C} Priority High
Medium
Low
Value Proposition
A value proposition is the true value your company delivers to the market.
Currently, {Client Company}’s primary value proposition is:
[delete thOSE that are not applicable]
OPERATIONAL EXCELLENCE / PRICE
Product Leadership / Innovation
Customer Intimacy / Intimacy
{Client Company}’s secondary value proposition is:
[delete thOSE that are not applicable]
OPERATIONAL EXCELLENCE / PRICE
Product Leadership / Innovation
Customer Intimacy / Intimacy
Recommendation [use if recommending a change in strategy]
After reviewing the market profile and segmentation, competitive positioning matrix and value proposition, {Client Company} will create an opportunity for growth and competitive advantage by repositioning themselves with the following value proposition:
[delete thOSE That are not applicable]
OPERATIONAL EXCELLENCE / PRICE
Product Leadership / Innovation
Customer Intimacy / Intimacy
The reasoning for this is {insert}, and the primary benefits are {insert}.
Competitive Analysis
{Client Company}’s Top 8 Competitors
| |Competitor |Type |Approximate Market Share |
|1 | | Direct Indirect Future | |
|2 | | Direct Indirect Future | |
|3 | | Direct Indirect Future | |
|4 | | Direct Indirect Future | |
|5 | | Direct Indirect Future | |
|6 | | Direct Indirect Future | |
|7 | | Direct Indirect Future | |
|8 | | Direct Indirect Future | |
Competitor’s General Ratings
|Ratings |5 = the company offers extremely high value in this category |
| |3 = the company offers average value in this category |
| |1 = the company offers little or no value in this category |
|Competitor’s general ratings |
|Category |1 |
| Competitor’s value proposition ratings |
|VALUE PROPOSITION |1 |
|quality of Competitor’s solutions |
PAIN A PROSPECT/
CUSTOMER FEELS |1 |2 |3 |4 |5 |6 |7 |8 |AVG |YOUR RATING | |1 | | | | | | | | | | | |2 | | | | | | | | | | | |3 | | | | | | | | | | | |4 | | | | | | | | | | | |5 | | | | | | | | | | | |6 | | | | | | | | | | | |7 | | | | | | | | | | | |8 | | | | | | | | | | | |AVG | | | | | | | | | | | |
Competitive Analysis Summary
Here is a review of how {Client Company} compares to the competition.
Strengths
← {Insert}
← {Insert}
Weaknesses
← {Insert}
← {Insert}
Threats
← {Insert}
← {Insert}
Opportunities
← {Insert}
← {Insert}
{Client Company} can beat the competition by
← {Insert}
← {Insert}
Items for {Client Company} to address next
← Brand Strategy: Develop your brand strategy around your value proposition and positioning
← {Insert}
← {Insert}
................
................
In order to avoid copyright disputes, this page is only a partial summary.
To fulfill the demand for quickly locating and searching documents.
It is intelligent file search solution for home and business.
Related download
- competitive analysis
- strategic account plan template
- response to johnson space center
- solutions for homework accounting 311 cost winter 2009
- discussion question 1 look back at the company you
- pennsylvania gross receipts
- revenue management in courier industry
- company size home enterprise ireland
- measuring the size of a business
- sample business plan template
Related searches
- nys non competitive jobs openings
- non competitive civil service ny
- competitive advantage small business
- competitive advantage definition
- the importance of competitive advantage
- salesforce competitive advantage
- being competitive in business
- company with competitive advantage
- competitive advantage for business
- creating competitive advantage in retail
- list of competitive advantages
- competitive advantage examples