A good competitive analysis is a scouting report of the actual market terrain the industry itself must navigate in order to be successful. Competitive analysis is a tool utilized in the strategic planning process to:
• Help management understand their competitive advantages/disadvantages relative to competitors
• Generate understanding of competitors’ past, present (and most importantly) future strategies
• Provide an informed basis to develop strategies to achieve competitive advantage in the future
• Forecast the returns that may be made from future investments
You may want to select your MAP industry or area of interest for this assignment but it is not required if you are still developing the focus of your MAP. Then prepare a competitive analysis of three of the largest competitors in the industry you are analyzing (or those that are of interest to you).Thoroughly research these competitors within the industry representing the following topics:
This paper requires solid research using credible secondary sources citing 5 – 8 credible references sources including IBIS. The annual reports and web pages of the specific competitors should be used for foundational information but present a potential biased perspective of the company. Therefore, they should not be used for support throughout the paper itself. The final paper should be approximately eight to ten pages plus references and exhibits. Paper MUST be in APA format with a Cover page, Table of Contents, Reference page and any applicable appendices. NOTE: Section 5 and Section 6 should represent a robust analysis from your background related to the stats in Sections 1-2-3-4. This is where you really drill into the analysis!
(Note: Wikipedia is not considered an academic resource – applies to all papers).
Students demonstrate Critical Thinking when they:
SLOs |
Exemplary |
Accomplished |
Developing |
Beginning |
Identify the Issue and/or Problem |
Student identifies not only the basics of the problem/issue, but recognizes the nuances of the issue. Student can analyze connections between related problems/issues. |
Student identifies not only the basics of the problem/issue, but recognizes the nuances of the issue. |
Student is able to articulate the basics of the problem/issue. |
Student does not identify and summarize the problem/issue, is confused or identifies a different and/or inappropriate problem/issue. |
Articulate Multiple Perspectives and/or Solutions |
Student clearly articulates and evaluates personal and alternative points of view; student develops additional and/or more nuanced alternative points of view. |
Student clearly articulates and evaluates personal and common alternative points of view. |
Student clearly articulates personal perspective and superficially describes common alternative points of view. |
Student is able to articulate a single/personal perspective on the problem/issue. |
Identify and Assess Key Assumptions |
Student identifies and assesses validity of key assumptions and addresses the dimensions (such as, ethical, political, social, psychological, or legal) that underlie the key assumptions. |
Student identifies and assesses validity of key assumptions. |
Student identifies key assumptions but does not assess their validity. |
Student has difficulty recognizing key assumptions. |
Identify and Assess Data and Evidence |
Student conducts a thorough examination the evidence and source of evidence; evaluating its accuracy, precision, relevance and completeness. Student is able to deduce cause and effect appropriately from data/evidence and to address existing or potential consequences. |
Student conducts a basic examination the evidence and source of evidence; evaluating its accuracy, precision, relevance and completeness. Student is able to deduce cause and effect appropriately from data/evidence and to address existing or potential consequences. |
Student recognizes the need to examine the data/evidence, but incompletely examines its accuracy, precision, relevance and completeness. |
Student takes information provided as truth or denies data/evidence without adequate justification. Student confuses data correlations with cause and effect. Student does not distinguish between fact, opinion, and value judgments. |
Synthesize Conclusions, Implications, and Consequences |
Clearly identifies conclusions, implication and consequences considering context assumptions, data and evidence. Also includes reflections upon own assertions. |
Clearly identifies conclusions, implication and consequences considering context assumptions, data and evidence. |
Incompletely or incorrectly identifies conclusions, implications and consequences of the problem/issue or the key relationships between other elements. |
Fails to identify conclusions, implications and consequences of the problem/issue or the key relationships between other elements. |
Class discussion topics: This week will focus on competitive strategies. Examine different businesses’ strategies. How do these affect the competitive positioning? Emphasize the use of marketing to execute business strategies. As we continue to look for relevancy consider one thing you learned this week that you can apply at work
Some thoughts to consider from Porter’s Five Forces include:
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