Competitive Analysis Sources of Information, Internal and External

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Competitive analysis requires a comprehensive understanding of both internal and external sources of information. Internally, companies can analyze their own strengths, weaknesses, and performance metrics to understand their position in the market. Externally, information can be gathered from customer feedback, market research, industry reports, and monitoring competitors’ strategies and activities, offering insights into market trends and emerging threats or opportunities.

Competitive Analysis Sources of Information: Internal and External

Understanding the competitive landscape is essential for any business strategy. Employing both internal and external analysis tools can provide a holistic view of your position in the market. This presentation provides an insight into these analyses, geared for PowerPoint, Google Slides, and Keynote, with an aspect ratio of 16:9, and fully editable vector shape capabilities.

1. SWOT Analysis: A Comprehensive Tool

  • What is SWOT?
    • SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. This analysis is used to identify internal strategic strengths and potential external factors that may affect your business.
  • How to Use SWOT:
    1. List your organization’s internal strengths and weaknesses.
    2. Identify external opportunities and threats in the business environment.
    3. Pulling together this information, use the SWOT table to strategically plan for future growth.
  • Advantages of Using SWOT:
    • Provides a comprehensive view of both internal and external factors.
    • Highlights areas where the business may have a competitive advantage or areas of vulnerability.

2. PESTLE and PEST Analysis: Evaluating External Environment

  • Understanding PESTLE:
    • This acronym stands for Political, Economic, Sociocultural, Technological, Legal, and Environmental factors. This external analysis provides a broad sweep of the external business environment.
  • Benefits of PESTLE:
    • Helps identify external factors affecting your business.
    • Reveals strategic uncertainties and potential external forces that could shape future market dynamics.

3. Internal Analysis: Assessing Core Strengths

  • What It Entails:
    • Reviewing the organization’s resources, both tangible and intangible.
    • Analyzing specific aspects like cost structure, product portfolio, and distribution system.
  • Benefits:
    • Helps identify areas where the organization does well and potential internal strengths.
    • Offers insight into the business’ advantages and disadvantages in meeting market demands.

4. Competitor Analysis: Knowing Your Adversaries

  • Steps to Conduct:
    1. Identify direct and indirect competitors.
    2. Review their market share, growth strategy, and product portfolio.
    3. Analyze their strengths and weaknesses, using internal and external analysis tools.
  • Advantages:
    • Assists in identifying competitive advantages and possible areas of improvement.
    • Gives insight into the competitive position among existing firms.

5. Sources of Competitive Intelligence:

  • Internal Sources:
    • Sales data, customer feedback, and internal reports.
  • External Sources:
    • Market analysis, white papers, and industry reports.

6. How to Use the Information:

  • Strategic Management:
    • Leverage both internal and external factors in forming a comprehensive marketing plan and business strategy.
  • Key Success Factors:
    • By pulling together data from various analysis tools, identify the critical elements that give an organization its edge.

For a deeper dive into each of these analyses and to learn how to conduct them effectively, check out our full suite of tutorials and white papers. Harnessing both internal and external sources of information will undoubtedly pave the way for strategic success.


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