 |
| |
|
|
|  |
|
|
|
|
|
1. Appreciate that to hold or increase market share you need to continually identify your competitive advantage.
2. Search for an in-depth understanding of the competitive dynamics in the marketplace.
3. Understand that tradeshows are an excellent forum to research and collect information.
4. Know your competitors - direct and indirect (i.e. current market participants; potential market entrants and the providers of substitute products or services).
5. Understand which competitors pose a threat to your company.
6. Develop a list of important differences between your products/services and your competitors.
7. Determine if their location is a competitive advantage.
8. Know how long have they been in business.
9. Familiarize yourself with their reputation/image in the marketplace.
10. Check out their market share.
11. Examine their corporate and business philosophy.
12. Know how is it implemented.
13. Be aware of important acquisitions competitors have made in the past year.
14. Know how this has given them a competitive advantage.
15. Research the depth and breadth of their products/services.
16. Explore particular features or specifications of their products/services.
17. Be aware of their most recent product/service introductions.
18. Find out how often they deliver their orders on schedule.
19. Look at what changes are taking place in your competitors' make/buy strategies.
20. Examine their tradeshow strategy.
21. Look at what promotional items they use.
22. Find out if they are sponsoring anything.
23. Analyze their booth layout, size, etc.
24. Watch their demonstrations.
25. Check out their graphics.
26. Study their people, their skills, dress code, etc.
27. Find out if they are involved in any of the conference educational sessions.
28. Investigate if they are hosting any special events and/or a hospitality suite.
|
|
|
|
|
|
|
|
