Competitive Analysis

Some businesses think it is best to get on with their own plans and ignore the competition. Others become obsessed with tracking the actions of competitors. Many businesses are happy simply to track the competition, copying their moves and reacting to changes. At MZI Global we believe that understanding competition is important in order to distinguish and develop unique selling propositions. Fierce competition is a barrier to new market entry and MZI’s competitive analysis ensures that our clients will be able to compete successfully in their new markets. We conduct a market structure analysis for our clients wherein we identify the competitors for the product or service that our client intends to launch. We further gain an understanding of our client’s competitive advantage given the nature of competition and shape their products to rise above strong competition.

Failure to understand competition on an ongoing basis puts a company at risk. Our expert researchers not only identify current and potential competitors, but also analyze their strengths and weaknesses. Our data comes straight from decision makers and influencers – the people that matter most in the sale. We provide a current, unbiased assessment of how the market views product, performance or brand against competitors More importantly, we deliver a market driven strategy, positioning and sales methodology to outperform your competitors for the short and long term.

MZI Global Comprehensive Competitive Analysis Includes:

• Thorough evaluation of competitors advantages/disadvantages
• An understanding of competitors’ past, present (and most importantly) future strategies
• Identifying a unique selling proposition
• Forecasting the financial impact of future investments

Our Data Collection Techniques Include:

• Collecting Field Data – A proactive extraction of data from observable sources such as price lists, advertising campaigns, promotions, patent applications, tenders, etc.
• Collecting Published Data - Sources include annual report & accounts, press releases, newspaper articles, analyst reports, journal articles, regulatory reports, government reports, etc.
• Compiling Data from Individuals - Much of this data is “anecdotal”, coming from discussions with suppliers, customers and, perhaps, previous management of competitors. Sources include meeting with suppliers, trade shows, discussion with shared distributors, social contacts with competitors, etc.

After data is collected and analyzed, it is important to adequately apply the information to improve performance through enterprising strategies.  Our 360 degree approach to obtaining and maintaining a competitive market presence includes Branding, Pricing, and Distribution.

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