Chapter
12
MARKET ANDCUSTOMER KNOWLEDGE
TOOLSET: COMPETITIVE ANALYSIS
The necessary steps for competitive analysis consist of identifying a list of competitors, understanding who the competitors are, keeping up with competitors’ technological developments, and identifying what or where new competitors will come from.
1. Draw up a list of competitors. The content of that list will depend on how you define the market in the first place. For example, if you are in the project management consulting business, your competitors would be the big three PM consulting providers in a particular country.
2. Who are the competitors? Your core team members ...
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