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Identifying and
Analysing Competitors
Identify
Determine Category Membership
The products or sets of product with which a brand competes and which function as close substitutes.
Who are Competitors?
Marketers classify industries based on
1) No. of Sellers2) Degree of product differentiation3)Presence or absence of entry, mobility and exit barriers4)Cost structure5)Degree of vertical Integration6)Degree of globalization
Who are Competitors?
Using Marketing approach,
Competitors are companies that satisfy the same customer need.
The Plot Thickens here
Analyse
Conduct a SWOT analysis that includes competitive analysis
To identify main competitors and their strategies.
Now, Ask yourself:
What is each competitor seeking in the market place?
What drives each competitor’s behaviour?
Based on the analysis:
Marketers define the competitive frame of reference to guidepositioning.
In dynamic categories,Multiple framesof reference may arise.
Created by Sadhique K Kunhahamed, IIITD&M-K, during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
Thank You