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COMPETITOR ANALYSIS
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COMPETITOR ANALYSIS
CONTENTS
COMPETITOR STANDING ANALYSIS
Description
RELATIVE STATURE
~ PREVALENT AWARENESS BY CUSTOMERS
common buyer recognition of the
business and its products
~ PREVAILING REPUTATION
overall position
~ PERCEPTION OF PRODUCTS
stature of products
~ RECOGNITION OF PRODUCT QUALITY
appraisal of product excellence
~ PERCEPTION OF SERVICE SUPPORT
level of service proffered
~ PERCEPTION OF CLIENT TREATMENT
level of client management and
relationship
COMPETITIVE PROMOTIONAL PRACTICE
~ EVALUATION OF ROUTINE SALES PROMOTION ACTIVITY
evaluation of overall sales promotion
undertakings
~ MERIT OF ADVERTISING
understanding of advertising stance
and the advertising intent
~ VALUE OF SALES PERSONNEL
potency of sales and marketing staff
~ CALIBER OF SALES PRINT
clarity of sales literature and print
COMPETITIVE PRODUCT AVAILABILITY
~ GRADING OF PRODUCT AVAILABILITY
grading of routine product
availability
~ MERIT OF PRODUCT DEFINITION
proficiency of product specifications
~ GRADING OF ON-TIME DELIVERY
accomplishment of on-time delivery
track record
~ RATING OF UNIMPAIRED ORDER DELIVERY
confidence in overall order delivery
performance
~ RATING OF ORDER HANDLING
proficiency of order supervision and
order taking
~ RATING OF CAPACITY TO PROVIDE
capacity to furnish products as
contracted
COMPETITIVE MARKETING APTITUDE
~ CALIBER OF MARKETING EXPERTISE
caliber of prevalent marketing
expertise
~ EVALUATION OF MARKETING RESPONSE
marketing experience and proficiency
amid personnel
~ EVALUATION OF MARKETING TECHNIQUE
utilization of marketing techniques
~ EVALUATION OF PROMOTIONAL DOCUMENTATION
lucidity of promotional
documentation and print
~ EVALUATION OF PROMOTIONAL + SALES DECAY
degree of promotional rejection and
sales decay
~ EVALUATION OF ADVERTISING DEXTERITY
recognition of prevalent advertising
adroitness and execution
MARKET COMPONENTS
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~ CONSCIOUSNESS OF PRODUCT PRICING
consciousness of product pricing
~ PRODUCT EXCELLENCE
recognition of product excellence
~ CLIENT SERVICE
completion of client instructions and
the character of service delivered
~ RELIABLE DELIVERY
confidence in punctual delivery
~ SERVICE RELIABILITY
score of service reliability
~ SERVICE STANDARDS
attainment of service standards
~ SERVICE CONDUCT
routine smoothness of the service
function and procedures used
~ SERVICE CONVENIENCE
satisfaction with service convenience
~ PRODUCT DELIVERY SYSTEM
reputation of the distribution system
and its efficacy
~ RESPONSIVENESS OF CLIENT TREATMENT
client treatment, versatile and
propensity to assist
~ OBSERVANCE OF FAIR TERMS OF BUSINESS
fairness and observance of
commercial & contractual terms of
business
SALES STAFF ACHIEVEMENT
~ PRIMARY CONTACT
original contact and comprehension
~ ORDER HANDLING STAFF
relationship with order handling staff
~ SALES STAFF
negotiations with sales and marketing
personnel
~ ADMINISTRATION STAFF
performance of administration and
account staff
~ SALES MANAGEMENT
dealings with sales managers and
staff
~ SALES PERSONNEL
deportment of sales personnel
CORPORATE SALES ELEMENTS
~ UPSTREAM SALES CONSOLIDATION
comparative upstream sales
coordination
~ DOWNSTREAM PROMOTIONAL HARMONIZATION
observance of downstream
promotional harmonization
~ CAPTIVE SALES CONDUITS
conduct of captive sales mechanisms
~ DEPENDENCE ON SELLING OUTLETS
dependence on selling outlets
~ OPERATION OF SEGMENTED PROMOTIONAL UNDERTAKING
application of segmented
promotional Endeavour
~ BENEFITS OF SEGMENTED MARKETING
support of segmented marketing
activity
~ CAPTIVE CUSTOMER BASES
acquisition and influence of specific
customer bases
COMPETITIVE SALES CHANNEL AWARENESS
~ WAREHOUSING & HANDLING
proficiency of warehousing and
handling
~ PACKING & PACKAGING
character and refinement of packing
and packaging
~ SALES ACTIVITY
conduct of regular sales undertakings
~ STOCK AVAILABILITY
normal stock availability
~ CUSTOMER SATISFACTION
prevailing customer fulfillment
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COMPETITIVE CLIENT AWARENESS
~ LOCATION OF CUSTOMERS
geographic location and distribution
of the customer base
~ CAPTIVENESS OF THE CUSTOMER BASE
captiveness of prevailing customer
bases
~ CUSTOMER BASE LOYALTY
fidelity of the current customer base
~ CONCENTRATION OF PURCHASES
comparative focus of customer
purchases
~ PURCHASE FREQUENCY
frequency of typical buyer purchases
~ ORDER SIZE
average order size and content of
customer purchase
~ CUSTOMER SERVICING
prevalent level of customer
maintenance
~ SEASONALITY
seasonality of consumer use of
products
COMPETITIVE PROMOTIONAL CONSIDERATIONS
~ ADVERTISING & SALES PROMOTION
prevailing advertising and sales
promotion message
~ MARKETING
marketing overhead & application
and sales decay
~ SALES PROMOTION
explicit sales promotions and activity
~ SALESFORCE
salesforce potency and
accomplishment
~ ADVERTISING
advertising effectiveness
COMPETITOR CONSEQUENCES
~ PRICING CONDUCT
regular pricing guidelines and its
execution
~ ECONOMIC ENVIRONMENT
conjectural reverberation of the
economic climate and environment
~ COMPARATIVE MARKETING ACTIVITY
prevailing competitive marketing
activity
~ RESPONSE TO OPPONENTS
response to opponents' behavior and
methods
~ NEW COMPETITORS
invariable reflex to the market entry
of challengers
~ PRICES AT MSP
acceptability of base prices
~ PRICE INCREASES
capacity to contend with and respond
to price increases
~ PRICES AT RSP
overall competitiveness of end users
sales prices
~ MARKET SHARE
average comparative market share
INDEX
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COMPETITOR ENVIRONMENT ANALYSIS
Description
COMPANY PHYSICAL MARKETING CONCERNS
~ PHYSICAL MARKETING OBSTACLES
physical marketing obstacles and
difficulties
~ PHYSICAL MARKETING RESOURCES
physical marketing resources
~ PHYSICAL ADVERTISING POTENTIAL
physical advertising potential
~ RESPONSIVENESS OF ADVERTISING REACTION
responsiveness of advertising
reaction
~ ADROITNESS TO MODIFY MARKETING EFFORT
expertise to improve the marketing
tasks
~ CLIENT HANDLING SYSTEMS & EQUIPMENT
customer administration
infrastructure and equipment
ADVERTISING & MARKETING MATERIALS ELEMENT
~ ADVERTISING + MARKETING MATERIALS ACQUISITION &
SOURCES
marketing materials and supplies
procurement
~ ADVERTISING & MARKETING MATERIALS STOCK LEVELS
stock levels & inventories of
marketing materials & supplies
~ DEPENDENCE ON ADVERTISING + MARKETING CONTRACTORS
dependence on outside marketing
suppliers
~ ADVERTISING BUYING INFLUENCE
advertising buying influence and
purchasing power
SALES PERSONNEL PERCEPTIONS
~ SALES PERSONNEL ACCESSIBILITY
sales & marketing personnel
accessibility
~ SALES EMPLOYEES RELATIONS
sales employees rapport
~ PRESSURE OF SALESFORCE WAGE RISES
salesforce salary rises and demands
~ RELATIVE SALES PAYROLL LEVELS
salesforce payroll levels in
comparison to competitors
~ RELATIVE SALES INCENTIVE LEVELS
salesforce reward levels relative to
competitors
~ SALESFORCE SPECIALIZED EXPERTISE
specialized expertise of sales
personnel
MARKETING COSTS & MARGIN CONCERNS
~ MARKETING SUPPLIES INVENTORY LEVELS
marketing supplies reserves and
inventory levels
~ VARIABLE MARKETING COSTS
flexibility of variable sales &
marketing costs
~ FIXED MARKETING COSTS
flexibility of fixed marketing costs
~ MARKETING PAYROLL COSTS
responsiveness of marketing
manpower and staff costs
~ DIRECT MARKETING COSTS RELATIVE TO COMPETITORS
direct marketing costs relative to
major competitors
~ PRODUCT DEVELOPMENT COSTS
product launch / innovation &
product development costs
PRODUCT ADVERTISING + MARKETING
~ QUALITY
product quality
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~ PRODUCT SPECIFICATIONS
product specifications
~ DESIGN
product design and utility
~ OPERATING CRITERIA
product operating requirements and
operating suitability
~ PRODUCT EFFICIENCY
product efficiency and performance
~ PRODUCT RELIABILITY
product dependability and integrity
~ PRODUCT LONGEVITY
product longevity and shelf life
~ PRODUCT LIFE CYCLE
product life cycle and obsolescence
~ PRODUCT CUSTOMIZATION
degree of product customization and
flexibility
~ PRODUCT TECHNOLOGY
product technology and technological
advantage
~ PRODUCT USAGE
product interchangeability and usage
MARKETING MANAGEMENT STRENGTHS
~ MANAGEMENT STRENGTHS: SENIOR MARKETING PERSONNEL
strengths of senior marketing
personnel
~ MANAGEMENT STRENGTHS: SALESFORCE MANAGERS
effectiveness of salesforce managers
~ MANAGEMENT STRENGTHS: SALES & MARKETING STAFF
performance of sales and marketing
managers
~ MANAGEMENT STRENGTHS: CUSTOMER HANDLING MANAGERS
efficiency of customer handling
managers
~ MANAGEMENT STRENGTHS: TECHNICAL APTITUDE
aptitude and technical capability of
sales managers
~ MANAGEMENT STRENGTHS: CUSTOMER HANDLING
RELIABILITY
reliability of customer handling
managers
CORPORATE MARKETING CONSIDERATIONS
~ UPSTREAM MARKETING STRATEGIES
upstream consolidation of marketing
strategies
~ DOWNSTREAM MARKETING TACTICS
downstream co-ordination of
marketing tactics
~ CAPTIVE MARKETING CHANNELS
captive marketing channels
~ RELIANCE ON EXTERNAL MARKETING
reliance on third party marketing &
sales effort
~ RELIANCE ON EXTERNAL PROMOTION
reliance on outside promotional
effort en-route to the market
~ RELIANCE ON EXTERNAL MARKETING SUPPORT
reliance on third party marketing
activity for sales support
~ RELIANCE ON CUSTOMERS ATTITUDES
reliance on customers attitudes to
corporate factors
DISTRIBUTION MARKETING CONSIDERATIONS
~ WAREHOUSING & HANDLING
warehousing and handling
~ PACKING & PACKAGING
packing and packaging
~ DISTRIBUTION
distribution activities
~ STOCK AVAILABILITY
stock availability
~ ORDER PROCESSING
order processing
CUSTOMER TOPICS
~ LOCATION OF CUSTOMERS
geographic location of the customer
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base
~ RELIANCE ON CUSTOMER BASE
reliance on distinct customer bases
~ CAPTIVE CUSTOMER BASE
captive and assured customer base
~ CONCENTRATION OF CUSTOMERS
concentration of customers
~ PRODUCT USAGE FREQUENCY
frequency of product usage
~ ORDER VALUE
order value and volume of average
turnover
~ RELATIVE CUSTOMER SERVICING
customer servicing relative to
competitors
~ SEASONALITY OF DEMAND
seasonality of demand and customer
purchases
COMPETITIVE MARKETING CONSIDERATIONS
~ ADVERTISING & SALES PROMOTION
advertising and sales promotion
posture and activity
~ MARKETING COSTS
total marketing costs
~ SALES PROMOTION COSTS
sales promotion costs
~ SELLING COSTS
salesforce and selling costs and
expenses
~ ADVERTISING COSTS
advertising costs
COMPETITOR CONSIDERATIONS
~ COMPETITORS' PRICING GUIDELINES
competitors' pricing procedures and
stance
~ SENSITIVITY TO ECONOMIC CONDITIONS
sensitivity to economic conditions
~ RELATIVE MARKETING SPEND
marketing spend relative to
competitors
~ COMPETITORS' COMBATIVENESS
combativeness of competitors'
conduct and attitude
~ ACCESS OF NEW COMPETITORS
access of new competitors into the
market
~ PRICES AT MSP
prices at manufacturers sales price
~ PRICE INCREASES AT MSP
previous price increases at
manufacturing level
~ PRICES AT RSP
prices at retail or end users sales
price
~ MARKET SHARE
market share
INDEX
Information on this Section
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COMPETITOR PRESENT STANDING
This section has the following Competitor coverage:-
COMPETITORS
TIC
COMPETITOR STANDING ANALYSIS
COMPETITOR STANDING
The following section deals with a number of quantitative issues and questions for the industry
Competitors. These issues are examined under the following headings:RELATIVE STATURE - of the industry Competitors
COMPETITIVE PROMOTIONAL PRACTICE - by the industry Competitors
COMPETITIVE PRODUCT AVAILABILITY - by the industry Competitors
COMPETITIVE MARKETING APTITUDE - by the industry Competitors
MARKET COMPONENTS - for the industry Competitors
SALES STAFF ACHIEVEMENT - by the industry Competitors
CORPORATE SALES ELEMENTS - by the industry Competitors
COMPETITIVE SALES CHANNEL AWARENESS - for the industry Competitors
COMPETITIVE CLIENT AWARENESS - for the industry Competitors
COMPETITIVE PROMOTIONAL CONSIDERATIONS - by the industry Competitors
COMPETITOR CONSEQUENCES - for the industry Competitors
The term "Relative" denotes the relationship between the various activities of Competitors and the
marketplace in which they exist. The comparison is with the major competitors in the Trade Cell
market.
COMPETITOR STANDING ANALYSIS
[C16-C30-IGC] C8C
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COMPETITOR ENVIRONMENT ANALYSIS
COMPETITOR ENVIRONMENT
The following section deals with a number of quantitative issues and questions for the industry
Competitors. These issues are examined under the following headings:PHYSICAL MARKETING CONCERNS - for the industry Competitors
ADVERTISING & MARKETING MATERIALS ELEMENT - for the industry Competitors
SALES PERSONNEL PERCEPTIONS - for the industry Competitors
MARKETING COSTS & MARGIN CONCERNS - for the industry Competitors
PRODUCT ADVERTISING + MARKETING - for the industry Competitors
MARKETING MANAGEMENT STRENGTHS - for the industry Competitors
CORPORATE MARKETING CONSIDERATIONS - for the industry Competitors
DISTRIBUTION MARKETING CONSIDERATIONS - for the industry Competitors
CUSTOMER TOPICS - for the industry Competitors
COMPETITIVE MARKETING CONSIDERATIONS - for the industry Competitors
COMPETITOR CONSIDERATIONS - for the industry Competitors
The term "Relative" denotes the relationship between the various activities of Competitors and the
marketplace in which they operate.
COMPETITOR ENVIRONMENT ANALYSIS
[C46-C60-CGC] C9C
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