ABSTRACT
Case histories of industry and competitor analysis are difficult to obtain, because of their confidential nature and because it is not always ethical to make public one’s value judgements of competitors. In this chapter I have tried to demonstrate the results of a practical application of competitor analysis techniques using
mainly real information. However, I have used simplified examples in some of the analytical displays, and where necessary for ethical reasons I have used fictitious exhibits, rather than disclosing my opinions of real competitors. Such exhibits have been reduced to a minimum and are included only where necessary to ensure understanding of the methods actually applied.
