ABSTRACT
Distinctive capability is one route for achieving competitive advantage, but a different and equally effective route is holding a strategic asset. The product audit assesses the product in relation to its ability to meet the needs in each market segment. A major objective for product positioning analysis is to discover how well people product is 'perceived' to meet the needs of each market segment in relation to the competition. The technique for expressing customer perception of people product and those with whom people compete is to produce a perceptual map to represent the positions of competitive products on a set of comparative dimensions. The two analyses which help us evaluate people competitive position are the product audit and the company audit. The company audit assesses the company's capability to manage the threats and take advantage of the opportunities. The company audit assesses the company's capability to manage the threats and take advantage of the opportunities.
