ABSTRACT
Competitive analysis begins with the identification of the objectives of the analysis – at the broadest level; that is, to be able to think about the situation as a competitor would in order to be able to plan effective competitive measures. Next comes a clear identification of those firms that are in the competitive set and taking steps to ensure there are no blind spots, that is, firms whose products serve the same customer need set through different technologies or products. This entails the identification of the specific information that is sought; most importantly, those aspects of competitors that form their sources of competitive advantage, those aspects that the firm’s competitive strategy needs to address.
