Competition Analysis Form




Name of Competitor_________________ Estimated Market Share_____%

1. Product or Service
a. How does the company’s product/service differ from other products/services in the market?
_________________________________________________________________________________________

_________________________________________________________________________________________

___________________________________
b. Do they offer a brand or narrow product line?
_________________________________________________________________________________________

_________________________________________________________________________________________

2. Price
a. What is their average selling price?_____________________________________________________________
b. What is their profit margin?___________________________________________________________________
c. What type of discounts do they offer?____________________________________________________________
d. Do they emphasize a low selling price?___________________________________________________________

3. Promotion
a. How much do they spend on advertising and trade promotion?__________________________________________
b. How well known are they? (Brand recognition)_____________________________________________________
c. Through which media do they advertise?__________________________________________________________
d. What other types of promotions do they use?_______________________________________________________
e. How many sales people do they have?____________________________________________________________

4. Distribution/Location
a) What type of distribution intermediaries do they use? (brokers, company sales force, direct to wholesalers) _________________________________________________________________________________________
b) Where are they located?_____________________________________________________________________
c. Is location very important in this industry?________________________________________________________


5. Marketing Strategy
a. Does the company offer some unique product or service compared to competitors?
_________________________________________________________________________________________
b. Does the company cater to any particular segment of the market?
_________________________________________________________________________________________
c. Do they offer a particularly low price?___________________________________________________________
d. What is the principal factor that accounts for the success of this firm?
_________________________________________________________________________________________
6. Market Position
a. What is their market share?___________________________________________________________________
b. Have their sales been growing? stable? declining?___________________________________________________
c. How successful are they?_____________________________________________________________________

7. Major Strengths and Weaknesses
a. What are their major strengths?________________________________________________________________
_________________________________________________________________________________________
b. What are their major weaknesses?______________________________________________________________
_________________________________________________________________________________________



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copyright 2001 Karen E.Hamilton