| HOME | BLOG | ABOUT US | CONTACT US | SITE MAP | RSS | MEMBERS-ONLY AREA |

Frequently Used Models in PowerPoint Presentation: Competitor Analysis

This presentation tip is in the category:  Secrets in Top Consulting Firms' Million-Dollar Presentation

Competitor Analysis is another technique that you could use in your annual planning presentation to impress your boss.  Here is a summary of Competitor Analysis in the textbook Basic Marketing A Global-Managerial Approach written by Stanley J. Shapiro, William D. Perreault and E. Jerome McCarthy.

Competitor Analysis drafts a clear picture of your company and selected rivals’ strengths and weaknesses among the marketing mix.  It will also give you and your company management the opportunity to identify opportunities for growth and anticipate the resulting competitive actions.

Here are the four steps for doing a competitor analysis:

Step 1: Identify your close rivals
Step 2: Identify each of your rivals’ strengths and weaknesses among the marketing mix
Step 3: Study the result and identify each one’s barriers to gain more market shares
Step 4: Come up with a solution for your firm and anticipate what the rivals will react

Finally, here is an example of how a Competitor Analysis looks like for a US based kitchen-machine manufacturing company in a PowerPoint slide:

 

My Company

ABC Competitor’s Strengths (+) and Weaknesses (-)

XYZ Competitor’s Strengths (+) and Weaknesses (-)

Target market(s)

Upscale restaurants

Same as My Company but focus specifically on Japanese restaurants

Same as My Company but also other price-sensitive segments

Product

Strong brand name (+), high quality products (+) and good after sales services (+)

Strong Japanese brand name (+).  Long delivery cycle (-).  No after sales services (-)

Comparatively low quality products (-).

Place

Plenty of corporate and franchise stores across the country (+).  No access to other major resellers in town (-)

Sell through specialized Japanese retailers in town (+). 

Excellent online purchasing channel (+).  Work closely with over 80% of the major department stores in town (+).

Promotion

Strong sales force (+).  Weak Marketing department (-)

Rely on local Japanese retailers for advertising and promotions (-).  No local sales force (-)

Highest Marketing budget (+).  Worked out deals with department stores to do joint promotions (+)

Price

Highest price in town (-)

High price for individual purchase (-) but relatively cheap for volume purchase (+)

Best price in town (+).  Bundle pricing also available (+)

Potential Competitive Barriers

Inability to decrease cost (-) and gain access to other sales channels (-). Best quality (+) and sales force (+)

Can only rely on corresponding retailers to act (-).  Strong presence in the Japanese segment.

Economic of scales and low price (+).  Inability to sell if price is not a factor (-)

Likely Response(s)

Establish relationship with wholesalers and department stores in town and hire Japanese sales representatives.

Work more closely with Japanese retailers and give them more incentives to promote the products.

Do more promotions and launch high quality product lines.  If My Company tries to get into the department store channel, cut price and give incentive to department stores.