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Competit
Metric
unity built to address the needs of marketing professionals and consultants. It provides premium mark
workshops and advisory services to its 12,000+ members in 75 countries.
Template is representative of the 350+ tools in the Demand Metric library. Access to all Demand Metric
p 50 templates!
Metric resources or join the Demand Metric community:
our LinkedIn Group
ck out our Facebook Page
scribe to our blog
Start the Competitive Analysis!
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
Service
Warranty
Delivery
Payment
Options
Functionalit
y
Support
Quality
Reliability
Ease of Use
Weighting
40%
0%
10%
0%
15%
15%
10%
5%
5%
Our Product
10
Competitor XYZ
10
Competitor CTV
Competitor 123
Competitor QRS
Product or Service
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.
Value Proposition
Relative Pricing
(10 High, 1
Low)
Market Share %
Competitor XYZ
7.0
16%
Competitor CTV
7.3
42%
Competitor 123
3.7
10
5%
Competitor QRS
3.9
11%
Our Product
7.3
26%
Products
Total Market Share
100%
Service
Differentiation by V
10
Ease of Use
Warranty
Our Produ
Competito
Reliability
Delivery
Competito
0
Competito
Competito
Quality
Payment Options
Support
Functionality
Poor Value Products
Premium Products
Price
High
Bubble Size = Estimated Market Share
Low
Cheap Products
High Value Products
Value Proposition
Low
High
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
