Join Deirdre Breakenridge for an in-depth discussion in this video Summarize major opportunities and issues, part of Marketing Foundations: Competitive Market Analysis.
- I never thought I'd see the day…when an executive fell asleep at the boardroom table.…My colleague was presenting the results…of a competitive analysis for a new product launch.…With dim lights and more than 30 pages…of detailed slides presenting unexciting information,…this executive couldn't keep his eyes open.…The takeaway is that busy leaders want facts…delivered quickly and concisely.…They don't want long, drawn-out details.…
You have to know what to include and what to leave out.…After all, you may only have their attention…for a brief period of time.…So what would you include if you only had 15 minutes…to present crucial, competitive findings?…Just like any presentation, you want to consider…message, methodology, and format.…Let's start with the message.…Now, you're going to have a lot of information,…and you'll just overwhelm your executive team…if you share too much.…
You want to make sure everyone leaves…your presentation on the same page…about the direct competitors in your market.…For example, you can offer a summary background…
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- Explain the benefits of a competitive analysis.
- List three elements to include in a competitor profile.
- Recognize the biggest challenge when researching your own strengths and weaknesses.
- Recall the advantage of knowing your competitor’s strategies.
- Identify three elements included in competitor research analysis.
- Define the elements that make up the SOAR framework.