Competitor Analysis - Meaning, Objectives and Significance
Organizations must operate within a competitive industry environment. They do not exist in vacuum.
Analyzing organizations competitors helps an organization to discover its weaknesses, to identify opportunities for and threats to the organization from the industrial environment.
While formulating an organizations strategy, managers must consider the strategies of organizations competitors.
Competitor analysis is a driver of an organizations strategy and effects on how firms act or react in their sectors.
The organization does a competitor analysis to measure/assess its standing amongst the competitors.
Competitor analysis begins with identifying present as well as potential competitors. It portrays an essential appendage to conduct an industry analysis.
An industry analysis gives information regarding probable sources of competition (including all the possible strategic actions and reactions and effects on profitability for all the organizations competing in the industry). However, a well-thought competitor analysis permits an organization to concentrate on those organizations with which it will be in direct competition, and it is especially important when an organization faces a few potential competitors.
Michael Porter in Porters Five Forces Model has assumed that the competitive environment within an industry depends on five forces:
These five forces should be used as a conceptual background for identifying an organizations competitive strengths and weaknesses and threats to and opportunities for the organization from its competitive environment.
The main objectives of doing competitor analysis can be summarized as follows:
Competitors should be analyzed along various dimensions such as their size, growth and profitability, reputation, objectives, culture, cost structure, strengths and weaknesses, business strategies, exit barriers, etc.
- BCG Matrix
- SWOT Analysis
- Personal SWOT Analysis
- What is Competitive Advantage ?
- Porters Five Forces Model
Authorship/Referencing - About the Author(s)
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