Learn how to conduct a competitive analysis to gain insight into your competitors, as well as to identify your own competitive edge in the marketplace.
Overview
Syllabus
Introduction
- Your competitive advantage
- What is a competitive analysis?
- The benefits of competitive analysis
- Considerations before you start
- When to conduct a competitive analysis
- Define your top competitors
- Profile your competitors
- Determine competitor strengths and weaknesses
- Determine your own strengths and weaknesses
- Research your customers' needs and wants
- Specify competitor goals
- Evaluate customers' feelings
- Analyze competitor market research
- Observe competitor selling process
- Use an evaluation and analysis framework
- Communicate your position
- Continue monitoring
- Summarize major opportunities and issues
- Maintaining your competitive edge
Taught by
Deirdre Breakenridge
