Competitive Analysis Tool by demandmetric

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									                                                                                                                                Competitive Analysis Tool

Instructions

1. In the "Value Drivers" tab, select & define the value drivers or key buying criteria for the market segment you wish to analyze.


2. In the "Weighting" tab, weigh each of the value drivers or the key buying criteria according to the priorities of your target customers.


3. Using the "Value Rankings" tab, rank your products versus your competitors for each of the value drivers or key buying criteria.


4. In the "Price & Market Share" tab, input a pricing rank and estimated market share for each company. (DO NOT enter values in the 'value proposition' shaded cells)


5. Evaluate how each competitor is differentiated in the "Differentiation Chart" tab, where the rankings from the value driver scoring are displayed visually.


6. View the "Positioning Map" tab to determine your market position In relation to your competitors with regard to value, price and market share.


7. Provide a brief description of your product and your top 4 competitors in the additional tabs below.
                                                                                                     Competitive Analysis Tool

Define the key product features that drive customer value.

Value Drivers:              Definitions:

Service                     The process of selecting, purchasing, and maintaining the product is supported by a dedicated person

Warranty                    Warranty covers product or service for 3 years

Delivery                    Delivery is free

Payment Options             Flexible payment terms are available

Functionality               Product or service meets or exceeds customer/consumer requirements

Support                     Telephone & online support is available 24/7/365

Quality                     Product or service has a reputation for being a leader in its category

Reliability                 Product or service is available for use 24/7/365

Ease of Use                 Product or service is easy to use and requires minimal instruction
                                                                                           Competitive Analysis Tool

Weighting Scale

 Service    Warranty   Delivery   Payment Options   Functionality   Support   Quality   Reliability   Ease of Use   Total


  40%         0%        10%            0%              15%          15%       10%          5%            5%         100%
                                                                                         Competitive Analysis Tool

                                                     Payment
Product or Service   Service   Warranty   Delivery
                                                     Options
                                                               Functionality   Support    Quality   Reliability   Ease of Use


Weighting             40%         0%        10%        0%          15%           15%       10%          5%            5%


Our Product            7          9          6         4            6            10         9           4             7


Competitor XYZ         6          5         10         5            8            7          8           5             6


Competitor CTV         8          7          4         8            7            8          6           9             8


Competitor 123         4          8          3         7            2            5          3           7             2


Competitor QRS         3          2          7         6            4            3          4           6             4
                                                                                                                                    Competitive Analysis Tool
Insert the estimated market share percentage and rank the relative pricing for your product and your top competitors. The "value proposition" score is automatically generated
based on the ratings done on the Value Driver Scoring tab, so you do not need to enter a value in the lightly shaded cells.

                                                                                                                       Relative Pricing
  Products                                                                          Value Proposition                                                    Market Share %
                                                                                                                       (10 High, 1 Low)

  Competitor XYZ                                                                             7.0                                7                              16%

  Competitor CTV                                                                             7.3                                9                              42%

  Competitor 123                                                                             3.7                               10                               5%

  Competitor QRS                                                                             3.9                                3                              11%

  Our Product                                                                                7.3                                4                              26%

  Total Market Share                                                                                                                                         100%
                                        Service
                                        10

                                         9
                                                                                               Differentiation by Value Drivers
                Ease of Use              8                        Warranty

                                         7

                                         6                                                                       Our Product

                                         5

                                         4
                                                                                                                 Competitor XYZ
                                         3

                                         2
Reliability                                                                       Delivery
                                         1
                                                                                                                 Competitor CTV
                                         0




                                                                                                                 Competitor 123




                                                                                                                 Competitor QRS
          Quality                                                            Payment Options




                              Support             Functionality
High
        Poor Value Products                                                 Premium Products


                                                 Competitor 123


                                                                              Competitor CTV




                                                                      Competitor XYZ
Price




         Bubble Size = Estimated Market Share




                                                                            Our Product

 Low
                                                     Competitor QRS




        Cheap Products                                                   High Value Products

        Low                                                                               High
                                                Value Proposition
                         Competitive Analysis Tool

[Enter Company Name]
Website URL



Company Overview




Target Market


Products/Services


Estimated Market Share


Estimated Pricing


Differentiators


Threats to Us


Opportunities for Us
                          Competitive Analysis Tool

[Enter Competitor Name]
Website URL



Company Overview




Target Market


Products/Services


Estimated Market Share


Estimated Pricing


Differentiators


Threats to Us


Opportunities for Us
                          Competitive Analysis Tool

[Enter Competitor Name]
Website URL



Company Overview




Target Market


Products/Services


Estimated Market Share


Estimated Pricing


Differentiators


Threats to Us


Opportunities for Us
                          Competitive Analysis Tool

[Enter Competitor Name]
Website URL



Company Overview




Target Market


Products/Services


Estimated Market Share


Estimated Pricing


Differentiators


Threats to Us


Opportunities for Us
                          Competitive Analysis Tool

[Enter Competitor Name]
Website URL



Company Overview




Target Market


Products/Services


Estimated Market Share


Estimated Pricing


Differentiators


Threats to Us


Opportunities for Us

								
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