MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
C. 2. Competitor Analysis of each competitor.
This section builds profiles for each individual competitor. In general, the more you know about your competitors the better off you will be. Some organizations go so far as to write full marketing plans for each competitor.
Because most industries are oligopolies, you in general will need to complete this section only a few times for each plan. If there are a few major players in the industry and a considerable number of minor players (as is the case in many oligopolies) you may want to clump minor players together and profile them as a group.