competitor analysis - kinds of information
The tables below lists the kinds of competitor information that would help businesses complete some good quality competitor analysis.
You can probably think of many more pieces of information about a competitor that would be useful. However, an important challenge in competitor analysis is working out how to obtain competitor information that is reliable, up-to-date and available legally(!).
| What businesses probably already know their competitors |
| Overall sales and profits |
| Sales and profits by market |
| Sales by main brand |
| Cost structure |
| Market shares (revenues and volumes) |
| Organisation structure |
| Distribution system |
| Identity / profile of senior management |
| Advertising strategy and spending |
| Customer / consumer profile & attitudes |
| Customer retention levels |
| What businesses would really like to know about competitors |
| Sales and profits by product |
| Relative costs |
| Customer satisfaction and service levels |
| Customer retention levels |
| Distribution costs |
| New product strategies |
| Size and quality of customer databases |
| Advertising effectiveness |
| Future investment strategy |
| Contractual terms with key suppliers |
| Terms of strategic partnerships |
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