Fillable Printable Competitor Analysis Profile Template
Fillable Printable Competitor Analysis Profile Template
Competitor Analysis Profile Template
Copyright MarketWare International 2002 Page 1 www.marketware.biz]
Competitor Index Calculator
Introduction
Understanding your competitive strengths and weaknesses is a prerequisite to developing a winning marketing strategy.
The Competitor Rating Calculator allows you to rate your offering against that of up to five main competitors.
Competitors can be rated on the basis of the most important factors in the purchasing decision.
Bar and radar charts are automatically generated based on the ratings input.
The ratings are then adjusted on the basis of the importance/weighting you have given to each of the factors in the purchasing decision
The weighted ratings are automatically calculated and bar and radar charts are generated.
A Total Competitive Score is also calculated and a corresponding Bar Chart is produced.
A Total Adjusted Competitive Score is also calculated and a corresponding Bar Chart is produced.
Copyright MarketWare International 2002 Page 2 www.marketware.biz]
Understanding your competitive strengths and weaknesses is a prerequisite to developing a winning marketing strategy.
The Competitor Rating Calculator allows you to rate your offering against that of up to five main competitors.
Competitors can be rated on the basis of the most important factors in the purchasing decision.
The ratings are then adjusted on the basis of the importance/weighting you have given to each of the factors in the purchasing decision
The weighted ratings are automatically calculated and bar and radar charts are generated.
A Total Adjusted Competitive Score is also calculated and a corresponding Bar Chart is produced.
Competitor Index Calculator
User Instructions
Open the Competitor Index Calculator worksheet.
The following data should be entered:
Start with the most important factor and assign the weighting to each.
Note that the weighting must add up to a total of 100
For each Purchasing Factor rate each competitor on a scale of 1 to 10 as follows:
Competitive Ratings
10 = Very strong/best in class Performer
5 = Average performer
1 = Extremely weak Performer
The weighting ratings are calculated for each competitor based on the weighting of each factor in the purchasing decision
A Total Competitive Score is calculated and Bar and Radar Charts are automatically generated.
Enjoy!
Bar and radar charts are automatically generated based on the ratings input.
The ratings are then adjusted on the basis of the importance/weighting you have given to each of the factors in the purchasing decision
Bar and radar charts are automatically generated based on the weighted ratings.generated.
A Total Competitive Score is calculated and a corresponding Bar Chart is produced.
A Total Adjusted Competitive Score is also calculated and a corresponding Bar Chart is produced.
The cells in RED are the data input fields.
Enter your Company Name
Enter the Purchasing Factors you consider most important and the Weighting for each in the Purchasing Decision.
Enter the Name of each Competitor (you may analyse up to 5 competitors)
The weighting ratings are calculated for each competitor based on the weighting of each factor in the purchasing decision
A Total Competitive Score is calculated and Bar and Radar Charts are automatically generated.
The ratings are then adjusted on the basis of the importance/weighting you have given to each of the factors in the purchasing decision
Bar and radar charts are automatically generated based on the weighted ratings.generated.
A Total Adjusted Competitive Score is also calculated and a corresponding Bar Chart is produced.
for each in the Purchasing Decision.
Copyright MarketWare International 2002 Page 5 www.marketware.biz
Competitor Index Calculator
Company Name My Company Inc
Competitor Factors Weighting Competitive Ratings
Price 30% 10 = Very strong/best in class Performer
Quality 20%
Customer Service 20% 5 = Average performer
Product Range 10%
Distribution Outlets 10% 1 = Extremely weak Performer
Other 1 5%
Other 2 5%
100%
Competitor Rating
Competitors Price Quality
Customer S
Product Ra
Distribution
Other 1 Other 2 Total Score
My Company Inc 10 5 8 5 7 5 9 My Company Inc 49
Big Co. Inc 9 4 8 3 3 3 5 Big Co. Inc 35
ABC GmbH 1 9 1 7 5 3 1 ABC GmbH 27
XYZ Plc 4 7 3 3 5 3 3 XYZ Plc 28
Another Inc. 2 1 6 4 1 3 2 Another Inc. 19
Smart Ltd. 8 2 9 1 3 7 9 Smart Ltd. 39
Weighted Rating
Competitors Price Quality
er Service
duct Range
tion Outlets
Other 1 Other 2 Total Score
My Company Inc 3 1 1.6 0.5 0.7 0.25 0.45 My Company Inc 7.5
Big Co. Inc 2.7 0.8 1.6 0.3 0.3 0.15 0.25 Big Co. Inc 6.1
ABC GmbH 0.3 1.8 0.2 0.7 0.5 0.15 0.05 ABC GmbH 3.7
XYZ Plc 1.2 1.4 0.6 0.3 0.5 0.15 0.15 XYZ Plc 4.3
Another Inc. 0.6 0.2 1.2 0.4 0.1 0.15 0.1 Another Inc. 2.75
Smart Ltd. 2.4 0.4 1.8 0.1 0.3 0.35 0.45 Smart Ltd. 5.8
Price
Quality
Customer Service
Product RangeDistribution Outlets
Other 1
Other 2
0
5
10
Competitor Radar Chart
My Company Inc
Big Co. Inc
ABC GmbH
XYZ Plc
Another Inc.
Smart Ltd.
Copyright Marketware International 2002 Page 7 www.marketware.biz
Price
Quality
Customer Service
Product RangeDistribution Outlets
Other 1
Other 2
0
2
4
Adjusted Competitor Radar Chart
My Company Inc Big Co. Inc
ABC GmbH XYZ Plc
Another Inc. Smart Ltd.
Price Quality Customer Service Product Range Distribution Outlets Other 1 Other 2
Competitor Rating
My Company Inc Big Co. Inc ABC GmbH XYZ Plc Another Inc. Smart Ltd.
Price Quality Customer Service Product Range Distribution Outlets Other 1 Other 2
Competitor Rating
My Company Inc Big Co. Inc ABC GmbH XYZ Plc Another Inc. Smart Ltd.
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Price Quality Customer Service Product Range Distribution Outlets Other 1 Other 2
Adjusted Competitor Rating
My Company Inc Big Co. Inc ABC GmbH XYZ Plc Another Inc. Smart Ltd.
My Company Inc
Big Co. Inc
ABC GmbH
XYZ Plc
Another Inc.
Smart Ltd.
0 5 10 15 20 25 30 35 40 45 50
Total Competitor Score
Total Score
