SWOT Analysis

Marketing Program

Competitive Analysis Worksheet

Industry category: (ex. sports utility vehicles) ______________________________

Subcategory: (ex. midsized) ____________________________________________

Subcategory: (ex. hybrids) _____________________________________________

Directions: List your product in the first cell of the Product Name column, then list each major direct competitor in the cells beneath. Think of a product subcategory and determine the main criteria by which the products in that subcategory compete. Replace the four column titles to the right with those criteria (for example, Criterion 1 becomes Speed). Conduct research to fill in each cell with the relevant information.(

Product Name	Criterion 1	Criterion 2	Criterion 3	Criterion 4

Use your table to identify the competitive position of each product.

Competitive Position	Product Name(s)	Basis for Position (e.g., product leadership, cost leadership)
Market leader
Market challenger
Market nicher

(Possible sources of information: Hoovers.com, industry publications, product brochures, comparison websites