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the Marketing strategy


The company analysis involves evaluation of the company’s objectives, strategy, and capabilities. These indicate to an organization the strength of the business model, whether there are areas for improvement, and how well an organization fits the external environment.[

  • Goals & Objectives: An analysis on the mission of the business, the industry of the business and the stated goals required to achieve the mission.
  • Position: An analysis on the Marketing strategy and the Marketing mix.
  • Performance: An analysis on how effectively the business is achieving their stated mission and goals.
  • Product line: An analysis on the products manufactured by the business and how successful it is in the market.[


The competitor analysis takes into consideration the competitors position within the industry and the potential threat it may pose to other businesses. The main purpose of the competitor analysis is for businesses to analyze a competitor’s current and potential nature and capabilities so they can prepare against competition. The competitor analysis looks at the following criteria:

  • Identify competitors: Businesses must be able to identify competitors within their industry. Identifying whether competitors provide the same services or products to the same customer base is useful in gaining knowledge of direct competitors. Both direct and indirect competitors must be identified, as well as potential future competitors.
  • Assessment of competitors: The competitor analysis looks at competitor goals, mission, strategies and resources. This supports a thorough comparison of goals and strategies of competitors and the organization.
  • Predict future initiatives of competitors: An early insight into the potential activity of a competitor helps a company prepare against competition.[