Basic Analysis

Competitive Analysis

[ ] This Competitive Comparison Matrix provides for a comparison of strengths and weaknesses for both you and your compet Consider both direct and indirect competitors, inside and outside of your industry. [ ] Replace the sample data in the unprotected cells in blue with your own information. You can change the Sales Years referenced in cells A30 & A31, but do not change their purpose! If you enter text in cells B-D31 & 32, the Percent Growth formula on Line 33 will result in an error.

Your Company Company Market Perception Key Product Percent of Total Sales Key Personnel President/CEO/Owner VP Finance VP Marketing VP Sales VP Product Development Number of Employees Financial How Held Shares Outstanding Recent Share Price Cash [if known] Venture Backed Lead Investors 1994 Sales 1995 Sales (estimated) Percent Growth
[Company] High price/expressive [Product Name] [x]%

Competitor 1
[Company 1] Conservative/mid price [Product Name1] [x]%

[Name] [Name] [Name] [Name] [Name] [x]

[Name] [Name] [Name] [Name] [Name] [x]

[Private/Public] [# of shares/na] [Price per share/na] [x] [yes/no] [Investor's name] $5,500,000 $8,000,000 45%

[Private/Public] [# of shares/na] [Price per share/na] [x] [yes/no] [Investor's name] $7,500,000 $9,000,000 20%

Sales, Distributorship and Pricing Primary Channel Method Reseller Primary Price Point [x] Discount Structure 50% Off @ wholesale Annual Quantity Sold [x] Market Share Estimate [x]% Product/Service General Analysis Their Products are: Easy to use
Fulfills promises

Reseller [x] 50% Off @ wholesale [x] [x]%

Difficult to install Cumbersome to use

Page 1

Basic Analysis

Subjective Qualitative Assessment

[ ] Grade activities on a scale of 1-5, with 5 being the strongest.

Market Acceptance Merchandising Packaging Advertising Quality Public Relations Price Product Promotion Product Acceptability Probability of Future Threat Trade-in Value Upgrades Useful Life Average Competitive Score

4 3 4 5 3 2 4 4 3 na na 2 4 3

3 5 4 4 3 4 4 2 4 5 na 2 4 4

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Basic Analysis

s and weaknesses for both you and your competitors.

rmation. You can change the Sales Years

ill result in an error.

Competitor 2
[Company 2] Low prices/personal [Product Name 2] [x]%

[Name] [Name] [Name] [Name] [Name] [x]

[Private/Public] [# of shares/na] [Price per share/na] [x] [yes/no] [Investor's name] $23,000,000 $5,000,000 -78%

Reseller [x] 45% off @ wholesale [x] [x]%

Easy install Includes uninstaller

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Basic Analysis

Unattractive themes

5 4 5 5 4 5 5 3 5 5 na 4 2 4

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Value Chain Analysis

Estimated average cost breakdown for Company A Value Chain Activities and Cost 1. Manufacturing costs: Direct production costs: Raw material ingredients Direct labor Salaries for nonunionized personnel Packaging Depreciation on plant and equipment Subtotal Other expenses: Advertising Other marketing costs and general administrative expenses Interest Research and development Total manufacturing costs 2. Manufacturer's operating profit 3. Net selling price 4. Plus federal and state excise taxes paid by company 5. Gross manufacturer's selling price to distributor/wholesaler 6. Average margin over manufacturer's cost 7. Average wholesale price charged to retailer (inclusive of taxes in item 4 above but exclusive of other taxes) 8. Plus other assorted state and local taxes levied on wholesle and retail sales 9. Average 20% retail markup over wholesale cost 10. Average price to consumer at retail

Estimated average cost breakdown for Company B

$0.00 0.00 0.00 0.00 0.00 $0.00 $0.00 0.00 0.00 0.00 $0.00 $0.00 0.00 0.00 0.00 0.00

$0.00 0.00 0.00 0.00 0.00 $0.00 $0.00 0.00 0.00 0.00 $0.00 $0.00 0.00 0.00 0.00 0.00

$0.00 0.00 0.00 $0.00

$0.00 0.00 0.00 $0.00

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Situational Analysis

COMPANY SITUATION ANALYSIS 1. Strategic Performance Indicators Performance Indicator Market share Sales growth Net profit margin Return on equity investment Other? 2. Internal Strengths Internal Weaknesses External Opportunities External Threats 3. Competitive Strength Assessment Rating scale: 1= Very weak; 10 = Very strong Key Success Factor/Competitive Variable Quality/product performance Reputation/image Manufacturing capability Technological skills Dealer network Marketing/advertising Financial strength Relative cost position Customer service Other? Overall strength rating 4. Conclusions Concerning Competitive Position (Improving/slipping? Competitive advantages/disadvantages 5. Major Strategic Issues/Problems the Company Must Address 19xv 0 0 0 0 0 19xw 0 0 0 0 0 19xx 0 0 0 0 0

Weight 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00

Firm A 0 0 0 0 0 0 0 0 0 0 0

Firm B 0 0 0 0 0 0 0 0 0 0 0

Firm C 0 0 0 0 0 0 0 0 0 0 0

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Situational Analysis

19xy 0 0 0 0 0

19xz 0 0 0 0 0

Firm D 0 0 0 0 0 0 0 0 0 0 0

Firm E 0 0 0 0 0 0 0 0 0 0 0

Page 7

Industry Attractiveness

INDUSTRY ATTRACTIVENESS FACTORS Weighted Industry Rating

Factor

Weight 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00

Rating 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00

Market size and projected growth Seasonality and cyclical influences Technological considerations Intensity of competition Emerging opportunities and threats Capital requirements Industry profitability Social, political, regulatory, and environmental factors Industry Attractiveness Rating

0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00

0.00

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Product Cost

Costs of Leading Competitors Brand or product Product 1 Product 2 Product 3 Product 4 Product 5 Product 6 Product 7 Product 8 Product 9 Product 10 Subtotal All Others TOTAL Company Company Name Company Name Company Name Company Name Company Name Company Name Company Name Company Name Company Name Company Name Company Name 199x $0 0 0 0 0 0 0 0 0 0 $0 0 $0 199x - 1 $0 0 0 0 0 0 0 0 0 0 $0 0 $0 199x - 2 $0 0 0 0 0 0 0 0 0 0 $0 0 $0

Profits of Leading Competitors Brand or product Product 1 Product 2 Product 3 Product 4 Product 5 Product 6 Product 7 Product 8 Product 9 Product 10 Subtotal All Others TOTAL Company Company Name Company Name Company Name Company Name Company Name Company Name Company Name Company Name Company Name Company Name Company Name 199x $0 0 0 0 0 0 0 0 0 0 $0 0 $0 199x - 1 $0 0 0 0 0 0 0 0 0 0 $0 0 $0 199x - 2 $0 0 0 0 0 0 0 0 0 0 $0 0 $0

Page 9

Product Cost

199x - 3 $0 0 0 0 0 0 0 0 0 0 $0 0 $0

199x - 3 $0 0 0 0 0 0 0 0 0 0 $0 0 $0

Page 10

SWOT Definitions

strengths
Advantages of proposition? Capabilities? Competitive advantages? USP's (unique selling points)? Resources, Assets, People? Experience, knowledge, data? Financial reserves, likely returns? Marketing - reach, distribution, awareness? Innovative aspects? Location and geographical? Price, value, quality? Accreditations, qualifications, certifications? Processes, systems, IT, communications? Cultural, attitudinal, behavioural? Management cover, succession?

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SWOT Definitions

weaknesses
Disadvantages of proposition? Gaps in capabilities? Lack of competitive strength? Reputation, presence and reach? Financials? Own known vulnerabilities? Timescales, deadlines and pressures? Cashflow, start-up cash-drain? Continuity, supply chain robustness? Effects on core activities, distraction? Reliability of data, plan predictability? Morale, commitment, leadership? Accreditations, etc? Processes and systems, etc? Management cover, succession?

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SWOT Definitions

opportunities
Market developments? Competitors' vulnerabilities? Industry or lifestyle trends? Technology development and innovation? Global influences? New markets, vertical, horizontal? Niche target markets? Geographical, export, import? New USP's? Tactics - surprise, major contracts, etc? Business and product development? Information and research? Partnerships, agencies, distribution? Volumes, production, economies? Seasonal, weather, fashion influences?

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SWOT Definitions

threats
Political effects? Legislative effects? Environmental effects? IT developments? Competitor intentions - various? Market demand? New technologies, services, ideas? Vital contracts and partners? Sustaining internal capabilities? Obstacles faced? Insurmountable weaknesses? Loss of key staff? Sustainable financial backing? Economy - home, abroad? Seasonality, weather effects?

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Boston Consulting