Market & Competitor Analysis Template in

Competitor
Analysis
Template
By Former Deloitte
Management
Consultants
2 www.slidebooks.com 2
Objectives of this document
Aurelien Domont
SlideBooks CEO &
Management Consultant
Learn how to do a comprehensive market &
competitor analysis thanks to the advice and the
template written by our former Deloitte and
McKinsey management consultants
Save your time and money by using fully
editable PowerPoint slides that you can reuse for
your own presentation
Impress your colleagues and clients with
slides designed by talented graphic designers
Overall guiding principles
Market & Competitor Analysis
Company Name:
Date:
Author:
Business Unit:
Email:
Phone:
Example name
08/10/2014
John Example
Example A
Example@business.com
04 20 30 40 50
Table of content
1. Market analysis
1.1. Target market
1.2. Market size
1.3. Market growth
1.4. Market profitability
1.5. Market trends
1.6. Key success factors
2. Competitor analysis
2.1. Competitor identification
2.2. Competitor comparison
2.3. Competitor positioning
2.4. Competitor ranking
2.5 key findings
1. Market analysis
1. Market analysis
1.1. Target market
1.2. Market size
1.3. Market growth
1.5. Market trends
2.5 key findings
Click here to download the editable PowerPoint
version at www.slidebooks.com
1. Market analysis
1.1.Target market - Template
Describe in this text block your target market(s), that is to say the group of customers that you want to market your
products to.
To identify your target market(s), you can use customer segmentations such as:
o Geographic segmentation
o Demographic/socioeconomic segmentation: gender, age, income, occupation, education, household size, and stage in
the family life cycle)
o Attitudes
o Psychological profiles
If you have more than one target market, you ideally will have to tailor your mix marketing (4Ps) for each one of your target
markets
Target Market description
1. Market analysis
1.2.Target market size - Template
Estimate the Total Available Market (TAM) size
TAM refers to the global revenue opportunity available for a product or service
Some sources of information such as government data, trade associations, financial
data from major players and customer surveys should help you to provide a rough
estimation
Total Available Market (TAM)
Total Available
Market (TAM)
Serviceable Available
Market (SAM)
Estimate the Serviceable Available Market (SAM) size
SAM refers to the percentage of the Total Available Market (TAM) that you can
actually serve
Serviceable Available Market (SAM)
Estimate your Target Market size based on your estimation of the TAM and SAM size
Target market refers to the group of customers that you want to market your products
to
Your Target Market
Target Market
Market
Share
Estimate your market share (in percentage and dollars) based on your unique selling
proposition and marketing plan
Your market share refers to a percentage of your target market
Your Market Share
1. Market analysis
1.3.Target market growth - Template
Estimate the Total Available Market (TAM) revenue growth
Total Available Market (TAM)
Total Available
Market (TAM)
Serviceable Available
Market (SAM)
Estimate the Serviceable Available Market (SAM) revenue growth
Serviceable Available Market (SAM)
Estimate your Target Market revenue growth
Your Target Market
Target Market
Market
Share
Estimate your market share growth
Your Market Share
A simple way of forecasting the market
growth is to extrapolate historical data
into the future
A more accurate way is to study growth
drivers such as demographic
information and sales growth in
complementary products
- 10% every year between 2014 and 2020
+ 1% every year between 2014 and 2020
1. Market analysis
1.4.Market profitability - Guiding principles
The Porters Five Forces tool is helpful to assess the attractiveness and profitability of a market or industry by analyzing
the forces acting upon it:
Rivalry
British
Airways
British
Midland
Dan Air
Bargaining power of
Suppliers
Fuel companies
Aircraft companies
Labor
Catering suppliers
Bargaining power
of Buyers
Business
travellers
Pleasure travellers
Threat of new
entrants
Foreign airlines
National airlines
New companies
Threat of
Substitute
products
Bus, Rail, Car
Video
conferencing
Example of the Porters five forces tool applied in the airline industry
1. Market analysis
1.4.Market profitability - Template (1/2)
The Porters Five Forces tool is helpful to assess the attractiveness and profitability of a market by analyzing the forces
acting upon it:
Rivalry
Insert a brief
description
Bargaining power of
Suppliers
Insert a brief description
Bargaining power
of Buyers
Insert a brief
description
Threat of new
entrants
Insert a brief
description
Threat of
Substitute
products
Insert a brief
description
1. Market analysis
1.4.Market profitability - Template (2/2)
Insert a more comprehensive
description
Bargaining power of Suppliers
description
Bargaining power of Buyers
description
Rivalry among firms
description
Threat of Substitute products
description
Threat of new entrants
1. Market analysis
1.5.Market trends - Guiding principles
1. Market analysis
1.5.Market trends - Template
Insert the description of the trend #1
Insert the title of the trend
#1
#2
#3
1. Market analysis
1.6.Key success factors (KSF) - Guiding principles
1. Market analysis
1.6.Key success factors (KSF) - Template
Insert the description of the KSF #1 Insert the title of the KSF #1
1. Market analysis
1.1. Target market
1.2. Market size
1.3. Market growth
1.5. Market trends
2.5 key findings
2.1.Competitor identification - Template
Competitor A
Competitor B
Competitor C
Competitor D
1.Key National Competitors
Competitor E
Competitor F
Competitor G
Competitor H
2.Key International Competitors
Competitor L
Competitor M
Competitor N
Competitor O
4.New Entrants
Competitor I
Competitor J
Competitor K
3.Substitutes
Split your competitors in meaningful categories aligned with
your scope
2.2.Competitor comparison - Template (1/2)
Criteria
Revenue Profit Market share Main activity
Number of
employee
Product
quality
Insert your
own text
Competitor A
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Competitor B
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Competitor D
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Insert your
own text
Compare your competitors with relevant criteria
2.2.Competitor comparison - Template (2/2)
0
0.5
1
1.5
2
2.5
3
3.5
4
Competitor A Competitor B Competitor C Competitor D Competitor E
Revenue Profit
Competitor Revenue and Profit
Insert your key message
You can edit the data chart with the following process:
>Double click on the graph > click Design > Click on Edit
Data >Update the table with your own data
2.3.Competitor positioning - Template
20
15
10
5
0
-5
A
B
C
D
Gaining market share
Losing market share
Average
market
growth
0 10 20 30 40 50
C
o
m
p
a
n
y

G
r
o
w
t
h

(
%
)
Market Share (%)
= $ xx million in sales
Insert your key message
60
Position your competitors with a 2 by 2 or 3 by 3 matrix
using relevant criteria
2.4.Competitor ranking - Template
Rank your top 3 competitors and insert their logo in the slide
2.5.Key findings - Template
Insert the description of the key finding #1
Insert the title of the key
finding #1
finding #2
finding #3
Sources of information
Sources of
information
Porter, Michael E. (1979). "How competitive
forces shape strategy"
Zimmerman, John, with Benjamin Tregoe.
The Culture of Success: Building a
Sustained Competitive Advantage by Living
Your Corporate Beliefs. McGraw-Hill, 1997.
Wall, Bob, Mark R. Sobol, and Robert S.
Solum. The Mission-Driven Organization.
Prima Publishing, 1999
Competitive Value Management by
Hermann J. Stern
Armstrong.MManagement Processes and
Functions, 1996,
Raynor, Michael E. "That Vision Thing: Do
We Need It?" Long Range Planning, June
1998, pp. 368-376
Collins, Jim, and Jerry I. Porras. "Building
Your Company's Vision." Harvard Business
Review, September/October 1996, pp. 65-
77
Abrahams, Jeffrey. The Mission Statement
Book: 301 Corporate Mission Statements
from America's Top Companies. Ten Speed
Press, 1999
Feedback
Related
Product
Please feel free to contact us on sales@slidebooks.com if
you have any feedback or request regarding this document
CV/Resume Template Worldwide Map
Thanks
Thank you for reading our slides

Market & Competitor Analysis Template in

Încărcat de

Informații document

Titlu original

Drepturi de autor

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Market & Competitor Analysis Template in

Încărcat de

Drepturi de autor:

Competitor

S-ar putea să vă placă și