Market Evidence on Competitors

Collecting market evidence on competitors is a detailed exercise even though much of the information is readily available. Competitors publish information about their products and services directly on their websites. Additional information is available indirectly through industry publications, earnings announcements and SEC documents. In some cases store visits or channel checks are required.

A lot of individual pieces of competitive information are literally at our fingertips. The trick is putting these pieces together to understand the big picture in a short time frame. This is where we excel.

Typical tools for competitive analysis include the following:

Price Feature Analysis:

• Compare features item by item
• Develop Price-Benefit Matrix
• Attribute market share changes to specific price/feature changes

Competitive Analysis:

• Profile Key Players
• Identify Strengths and Weaknesses
• Highlight significance of recent moves
• Recommend response