To be effective in marketing, you need to be competitive with your product or service, promotion, distribution, customer service, technology—just about anything you can think of. Even mighty Microsoft is failing with their mobile phone software, which is considered by many to have a boring interface and sluggish response time. In this chapter we offer a series of worksheets that will allow you to compare your company to the competition along many parameters. You are asked to score yourself on a scale of 1 to 10 in each of the worksheets below against your three major competitors.
You will not have [hard data] to make many of these assessments, but the better you know your industry and your competition, the more useful this competitive analysis will be. Some of the data can be obtained through research on your part (see Chapter 17, The Research Plan), and for some, you will just [wing it.] Give it your best shot.
Where you find yourself weak, you need a plan to make yourself stronger. Where you excel, if it is considered a vital factor in the buying decision, these factors should be your basic thrust in your promotions.