Business Consulting
Competitive analysis
Competitive analysis is an honest account of who the business is actually competing against, what those competitors do well, and where the business can win instead of copy.
In practice at Covorn
We look past the obvious named competitors to the ones actually winning the customer's budget, then map where the business has a genuine edge rather than a marketing claim of one. This feeds directly into positioning, not a slide that gets filed away.
Part of Business ConsultingWhere this sits in the framework
- Discover
- Define
When you need this
- The competitive set discussed internally has not been reviewed in years.
- The business loses deals to a competitor and cannot explain exactly why.
- Pricing or positioning was set without a clear view of what alternatives the customer actually considers.