COMPETITIVE ANALYSIS

Dr. H. M. Jha “Bidyarthi”

Professor and Head
Department of Business Administration and
Research
Shri Sant Gajanan Maharaj College of Engineering
Shegaon, Maharashtra
Email: hmjhabidyarthi@[Link], hmjhabidyarthi@[Link]
 LEARNING OBJECTIVES

UNDERSTANDING RELATIVE STRENGTHS

UNDERSTANDING RELATIVE WEAKNESSES
 CONTENTS

CONCEPT
METHODS / WAYS OF
 CONCEPT
It is an analysis of strengths and
weaknesses and distinctive competencies
of an organization. Strengths and
weaknesses as well as distinctive
competencies are not absolute but relative.
The relativity is based on uniqueness of
these in comparison to its competitors.
Competitive analysis thus forms the corner
stone of the assessment of strengths and
weaknesses of an organization.
 METHODS / WAYS OF
COMPETITIVE ANALYSIS

HISTORICAL ANALYSIS
INDUSTRY NORMS
BENCHMARKING
 HISTORICAL ANALYSIS

Over a period of time

Good or bad progress with respect to past
performance
Consistent performance as strength
Continuous improvement on some
parameters
Performance in comparison to competitors
 INDUSTRY NORMS

Obvious choice for comparison

Comparison with companies following
similar strategies than with all firms of the
industry
Strategic Group – cluster of companies that
share similar strategies
Industry norms are averages hence may
lead to erroneous conclusion
Exceed the norms rather than conform to
them
Norms difficult to obtain
 BENCHMARKING
A reference point for measuring
Comparison with the best performers

THE PRACTICE OF BEING HUMBLE ENOUGH

TO ADMIT THAT SOMEONE ELSE IS BETTER
AT SOMETHING, AND BEING WISE ENOUGH
TO LEARN HOW TO MATCH AND EVEN
SURPASS THEM AT IT.

Performance benchmarking
Process benchmarking
Strategic benchmarking
SUMMING UP
?