Analysis: Current Competitor(s)

Examine the main competitors serving the same target market. For much more detail on analyzing competitors see the Preparing a Market Study tutorial. This section may also benefit from the use of comparison tables. (Length: 3-4 pages).

1. Describe direct competitors in terms of:

• Target markets served
• Product attributes
• Pricing
• Promotion
• Distribution including the distributor network
• Services offered

2. Discuss competitor’s strengths and weaknesses:

• May need to consider much more than just marketing issues such as:
  • financial standing
  • target market perception
  • R & D capabilities

3. Discuss competitive trends:

• May need to include discussion of future competitive threats

• Analysis: Current Distributor Network(s)  :BACK
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