Competitive Intelligence -- Who Are Your Competitors?

Sections of This Topic Include

What is a Competitor Analysis? Competitive Intelligence?

What's a Direct Competitor? Indirect Competitor?
Competitive Intelligence -- Learning About Your Competitors
Competitive Analysis -- Analyzing What You Learned From the Competitive Intelligence

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What is a Competitor Analysis? Competitive Intelligence?

© Copyright Carter McNamara, MBA, PhD

A competitor analysis answer the following questions for each of your products and services:

Who are your competitors?

  • What customer needs and preferences are you competing to meet?
  • What are the similarities and differences between their products/services and yours?
  • What are the strengths and weaknesses of each of their products and services?
  • How do their prices compare to yours?
  • How are they doing overall?

How do you plan to compete?

  • Offer better quality services?
  • Lower prices?
  • More support?
  • Easier access to services?
  • How are you uniquely suited to compete with them?

The answers to those questions usually comes from market research.

What is a Competitive Intelligence Program?
Competitor analysis
Competitive Analysis

The results of the research is often referred to as competitive intelligence.

What is Competitive Intelligence? Competitive Intelligence (Wikipedia)
Competitive Intelligence
Competitive Intelligence -- Why, What and How to Choose
Competitive Intelligence – Part 1 of 2 (online course)
Competitive Intelligence – Part 2 of 2 (online course)

What's a Direct Competitor? Indirect Competitor?

© Copyright Carter McNamara, MBA, PhD

Most of us are used to thinking of direct competitors – organizations that have products and services similar to ours and provided to the same target markets. However, there are also indirect competitors and they can have a strong adverse affect on your marketing plans.

Indirect competitors are organizations that, while providing a somewhat different products and services, can affect your target market in such as way that it might not have a need for your products and services. For example, if you sell an educational product that aims to help high-school drop-outs obtain a high-school diploma, then an indirect competitor might be a nonprofit that provides services to reduce the overall high-school drop-out rate.

Direct and Indirect Competitors
Direct and Indirect Competition - Definitions
What are Direct Competitors?
Direct Competitors
Indirect Competition
Competitive Analysis
Competitive Advantage


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