Competitive Analysis
"A Marketing and Sales Intelligence Tool"In today's market it isn't enough just to keep up with the competition - you have to be a step (or two!) ahead of it. Only by understanding the competitive marketplace - including strengths and weaknesses of competitors and customer perceptions of the vendors serving the market - can your organization form a strategy to successfully differentiate itself. Porter develops a competitive analysis framework to meet the unique needs for each client to:
- Gain insight into competitors' strengths and weaknesses and how your company compares in key areas
- Understand the primary factors that went into the customer's decision to select a particular vendor
- Measure customer brand awareness and perceptions
- Develop a strategic road map, as well as define tactical activities, based on your competitive positioning
- Learn what messaging resonates with your audience
- Gauge reactions to possible changes in the marketplace such as a new product introduction or a change in pricing strategy
- Identify future partnership opportunities
