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- * COMPETIT.TXT
-
- COMPETITION
-
- * Look in your telephone book's yellow pages.
- * Look in the industrial directories at your local library.
- * Read industry magazines and look for advertisers.
-
- (Company)'s product/service(s) offer XXX in XXX situations.
-
- Competitive threats today come from XXX (other companies, industries,
- new/entrenched technologies, foreign countries), and XXX
-
- (Company)'s products/services perform in virtually all situations where
- XXX (your features, benefits, your customers are likely to be).
-
- The ability to XXX (what it can do) with full capability on XXX (list of
- applications, machinery, people) is unique to (Company)'s
- products/services.
-
- The ability to XXX (what it can do) is unique to this product/service,
- and our research indicates that its performance is superior to anything
- else on the market today.
-
- In all comparisons, (Company)'s products/services provide more features
- and have superior performance than competitive products/services. In
- most cases, the number of differences are substantial. A complete
- technical comparison is available.
-
- * Put all comparisons and test results in the Appendix.
-
- XXX PRODUCT/SERVICE
-
- Companies that compete in this market are XXX, XXX, and XXX. All
- companies mentioned charge competitive prices. (List examples)
-
- XXX's (competitive) product/service does not provide the same
- capabilities in a situation where XXX (describe circumstances).
-
- This is the only way XXX (your product/service) and XXX (their
- product/service) compete...
-
- XXX (competition) advertises in XXX, XXX, and XXX publications.
-
- * Discuss results -- if they advertise consistently/continuously
- there, it must be working for them.
-
- Companies with competitive products/services in this market are XXX.
-
- XXX (competitor) products only operate in a XXX (limited, etc.) way.
-
- This market segment is not shared with any competitors. Competition
- does exist, however, in the XXX (industries, countries). Competitors in
- this area are XXX, XXX, and XXX.
-
- * False or incomplete information here translates as dishonesty and
- negligence to investors, bankers, etc.
- * Do not delude yourself (or your investors) regarding competition.
-
- COMPETITIVE ROUNDUP
-
- The following chart illustrates how (Company)'s product/service
- compares to the competition in several different key areas.
-
- COMPETITIVE ROUND-UP - COMPANY
-
- Product/service XXX XXX XXX
- Company XXX XXX XXX
- Estimated 19XX Sales (000) $
- Estimated Share of Market %
- Estimated Advertising Budget $XX
-
- Rank: 1=Weak to 5=Strong:
- Product Line X X X
- Quality
- Technology
- Advertising Effectiveness
- Sales Force Excellence
- Distribution
- Manufacturing Efficiency
- Standing in Industry
- Future Potential
- Seriousness of Competition
-
- Number of Employees
- Greatest Strength
- Key Weakness
- How we should react to them.
-
- COMPETITIVE ROUNDUP - PRODUCT/SERVICE
-
- Price XXX XXX XXX
- Size
- Capacity
- Ease of Use
- Installation
- Range
- Appearance
- Quality
- Design
- Useful Life
- Trade-in Value
- Technology
- Responsiveness
- State-of-the-Art
- 24 Hour Availability/Support
- Technical Expertise
- Repair Service
- Efficiency
- Guarantee/Warranty
- Complete
- On-Time Capability
- Upgrades
-
- OBSERVATIONS & CONCLUSIONS
-
- It appears, from the above information, that XXX
-
- * Are there market niche opportunities we have overlooked?
- * Are our resources being deployed against the most serious
- competitors?
-
- Place competitors' advertisements and brochures in the Appendix.