Also known as: Competitive analysis, Competitive intelligence.
Competitor analysis is where a company or brand assesses the strategy of one or more competitors. This could be one a one-off basis, or recurring periodically. The goal is for the brand to think like their competitors, in order to anticipate future actions and responses (Czepiel and Kerin 1).
Companies track competitors' practices across various fields: "general business activity, business development, strategy, and tactics in different sectors or new activities, market penetration, patent registration, research activity, and so on" (Rouach et al. 552).
Companies use this information to amend their own marketing strategy, in light of what their rivals do.
- Carpenter, eds. Handbook of Marketing Strategy. Edward Elgar Publishing, Northampton, MA, 2011.
- Czepiel, John A. and Roger A. Kerin, "Competitor Analysis," Chapter in Venkatesh Shankar and Gregory S.
- Rouach, Daniel, and Patrice Santi. "Competitive Intelligence Adds Value: Five Intelligence Attitudes." European Management Journal 19.5 (2001): 552-559.
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