Competitor Analysis Baseline Tool

The intention of this Competitor Analysis tool questionnaire is to establish the baseline of information that can be secured for your major competitor(s) and that has been adequately obtained by the business so far.

Completeness and veracity of the answers is required to ensure the base-line measurement is as accurate as possible and as a basis for indication of the necessary further research necessary to secure a sound and differentiated level of competitive intelligence for your business.

Competitor Analysis Baseline Tool

Selected Value: 0
1 - no competition 1 - Significant
Selected Value: 0
1 - No growth 1 - Significant
Selected Value: 0
Not neededInformation is not availableNot readily available but would be usefulInformation is already adequately secured
Financial reports for the last 4 years
Published annual reports
Financial risk agency reports
Professional Balance Sheet review
Professional Profit & Loss review
Statistical analysis of turnover, growth & profitability
Historical & current funding analysis
Review of long-term liabilities, financial charges, debentures & mortgages
Not neededInformation is not availableNot readily available but would be usefulInformation is already adequately secured
Review of the financial management of the business
Analysis of liquidity, gearing & financial stress points
Indications of trading profitability
Historical & current overhead review
Review of shareholders & changes in shareholding
Details of mergers, acquisitions or business associations
Key employee remuneration
Dividends paid & dividend policy
Indicative company valuation
Not neededInformation is not availableNot readily available but would be usefulInformation is already adequately secured
Knowledge of adherence to statutory disciplines
List of Shareholders & Directors
Knowledge of industry adherence to standards
Membership of trade associations
Members of the Board who are allied to other companies & government &/or trade bodies
Evidence of corporate social responsibility
Any actions taken or pending against the company
Assessment of your competitors attitude to risk
Management consultancy firms, advertising agencies, investment banks & other advisors
Specific industry benchmark ratios
Not neededInformation is not availableNot readily available but would be usefulInformation is already adequately secured
Informal interviews with past & current employees of the company
Recruitment of past employees & information secured
Analysis of past & current vacant and/or targets for recruitment by the company
Attendance at sector/trade meetings where employees & the company are represented
A view of their organisation structure
Knowledge of key positions & respective salaries
Indications of staff turnover
Employee stability, growth &/or shrinkage including redundancies
Specific industry benchmark ratios
Reputation & background of the top management
Evidence of younger managers getting rewarded & what is the apparent emphasis on rewards
Imminent retirements
Employees you know in your competitors
Knowledge of who used to work for your competitors
Assessment of how your competitor allocates responsibility & power in terms of key decision making such as product changes.
Not neededInformation is not availableNot readily available but would be usefulInformation is already adequately secured
Knowledge of potential new entrants
Past & current turnover analysis by product/service, sector or regionally
Knowledge of competitive tendering & win-rates
Listing of recent & past significant contract wins
In-depth strengths & weakness review of the company’s products/services
Product/service price comparisons
Product/service quality & delivery v competition
Examination of web-site to elicit company information
Review of all social media on directors, shareholders & key employees to determine information
Competitors belief about its relative position – in cost, product quality, technological sophistication
Your competitors economic or non economic values or beliefs
Competitors history in the market place over time. Where has it succeeded, failed or been beaten and thus perhaps not likely to tread again.
Assessment of what you competitor appear to believe about its relative position – in cost, product quality, technological sophistication
Assessment of what is your competitor best at & what are worst at
Your views on why are your competitors better than you
Your views on what makes you better than your competitors
Assessment of whether your competitor has strong historical or emotional identification with particular products
Decision on the best battle ground for fighting it out with its competitors – market segment they are least comfortable about competing
Not neededInformation is not availableNot readily available but would be usefulInformation is already adequately secured
Review of published marketing information from the company
Review of web-based data/information on the company
Examination of annual reports to determine strategic pattern
Contact regarding potential mergers or acquisitions as a target or acquirer.
Key changes to the senior management team, directors or shareholders as indicator of significant strategic change
Assessment of your competitors goals. How these goals measure up to your goals? What are the stated and unstated financial goals of the competitor?
Assessment based on your knowledge of your competitors goals, assumptions and capabilities, a statement of your opinions on the probable next moves/changes
Not neededInformation is not availableNot readily available but would be usefulInformation is already adequately secured
Discussions with other sector/trade players regarding perceived strengths and weaknesses
Review of trade responses to independent enquiries
Competitor’s differentiating features versus the company e.g. quality, longevity, price, delivery, warranty etc
Supply ability of the company v competition
In-depth strengths & weakness review of the company’s products/services
Reputation monitoring of the company versus the other key competitors
List of clients who will come across your competitors.
Assessment clients would take place in an information survey
Knowledge of your understanding of your competitors assumption about its self ie – socially conscious, an industry leader, as a low cost producer, having the best sales force etc
Competitors belief about its relative position – in cost, product quality, technological sophistication
The factors that your competitor and your industry compete on and invest in (price, quality etc)
A considered view on what are the key issues facing your industry
An assessment of how you think your competitors will react to a particular strategic move

Working with Octopus Intelligence is easy

We can work to your way of doing things. But usually, you get in touch via email, social media or telephone. We find an agreeable time for an informal no-obligation chat. Working with Octopus Intelligence is easy.

We ask pertinent questions and listen to you & your answers. No sales just listening to understand where your pain is. We just get to understand your needs. Then we put your needs into words and propose a way to provide you with a solution. We develop a set of questions you need answering to solve your problem.

We then get on with it and undertake the project keeping you in the loop. Present our findings & recommendations and discuss next steps.

We can work with you in any way you wish. Everyone has their own unique needs, & no size fits all. No project is ever the same.

Some clients come to us when they have just have a specific need. Others retain us to ensure they are covered for all eventualities. At the same time, some ask us to monitor their competitors & market sector.

We are even able to introduce a Competitive Intelligence function into a company. On a gradual, ongoing basis & building things up.

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