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1. COMPETETITIVE ANALYSIS
‐ By Nazia Zaidi
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2. What is Competitive Analysis?
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Competitive analysis, as the name implies, is an exploration of the companies in a given industry sector or market
niche that are competing with your company’s products or services for market share.
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Competitor analysis is an essential component of corporate strategy and an important strategic management tool
that helps a company to distinguish itself from other players in the market.
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3. Uses of competitive analysis
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Understand strength/weaknesses
Provides strategic inputs
Identify gaps in the market
Assists you to price your goods and services
Ideas for new technology and methodology
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4. Types of competitive analysis
• Industry Level – The first step in competitive analysis is to analyse the level of competition in the industry globally.
HHI index (Herfindahl‐Hirschman Index) is a commonly accepted measure of global industry competition. The HHI
number can range from close to zero to 10,000. Lower HHI indicates higher competition.
• Company Level ‐ Company level competition can be assessed by conducting a SWOT analysis for closest
competitors
• Competitor Mapping‐Graphic tool for understanding competition and finding gaps in the market
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5. Components of competitive analysis
Strategy
Marketing
Background
Key
Components
Pricing
Financial
Products
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6. Industry Competition‐ Porter Analysis
Threat of
new
Entrants
Bargaining
Power of
Suppliers
Bargaining
Power of
Buyers
Rivalry
Among Existing
Competitors
Threat of
Substitutes
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7. SWOT Analysis
INTERNAL FACTORS
S
W
Largest market share
High advertising budget
Locally adaptable
Global brand
Product diversification
Small customer base
Lack of revenue streams
High employee turnover
High operating costs
O
T
International expansion
Product expansion
Mergers/alliances
Cross‐selling
Intense competition
Political issues
Economic uncertainty
EXTERNAL FACTORS
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8. SWOT Analysis‐ Uses
A SWOT analysis can offer helpful perspectives at any stage of an effort. You might use it to:
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New efforts or solutions to problems
Identifying your opportunities for success in context of threats
Determine where change is possible
Adjust and refine strategic plans mid‐course
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9. Competitor Mapping
Competitor Mapping is graphic presentation of an organisation competitors. An organisation maps its competitors on
various attributes such as product, pricing, market positioning etc. It helps the decision to easily understand the
positioning of their organisation compared with competitors and capture gaps in the market
Examples
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10. Data Sources
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Company Websites
• Finance Websites
• Bridge Websites
Researchlinks-http://companyresearchlinks.blogspot.ae/
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Industry Stats
Journal Links
Industry Financials
Reports
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New Products
M&A
Industry Associations
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Profile
Financials
Stock Chart
Key developments
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Management
Ratio Analysis
Industry Comparables

11. Thank You !
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