Competitive Analysis Worksheet
Industry category: (ex. sports utility vehicles) ______________________________
Subcategory: (ex. midsized) ____________________________________________
Subcategory: (ex. hybrids) _____________________________________________
Directions: Try to fill out the three categories above to help you hone in on the most direct competitors for your product/service. List your product in the first cell of the Product Name column, then list each major direct competitor in the cells beneath and determine the main criteria by which the products in that subcategory compete. Replace the four column titles to the right with those criteria (for example, Criterion 1 becomes Speed), Criterion 2 might be price, Criterion 3 might be safety rating etc. Conduct research to fill in each cell with the relevant information.(
Product Name
Criterion 1
Criterion 2
Criterion 3
Criterion 4
Use your table to identify the competitive position of each product.
Competitive Position
Product Name(s)
Basis for Position (e.g., product leadership, cost leadership)
Market leader
Market challenger
Market nicher
(Possible sources of information: Hoovers.com, industry publications, product brochures, and comparison websites. Refer to Marketing Webliography for more ideas
