Competitor profiling

Background

- Location of offices, plants, and online presences

- History - key personalities, dates, events, and trends

- Ownership, corporate governance, and organizational structure

Financials

- P-E ratios, dividend policy, and profitability** various financial ratios, liquidity, and cash flow

- Profit growth profile; method of growth (organic or acquisitive)

Products

- Products offered, depth and breadth of product line, and product portfolio balance

- New products developed, new product success rate, and R&D strengths

- Brands, strength of brand portfolio, brand loyalty and brand awareness

- Patents and licenses

- Quality control conformance

- Reverse engineering

Marketing

- Segments served, market shares, customer base, growth rate, and customer loyalty

- Promotional mix, promotional budgets, advertising themes, ad agency used, sales force success rate, online promotional strategy

- Distribution channels used (direct & indirect), exclusivity agreements, alliances, and geographical coverage

- Pricing, discounts, and allowances

Facilities

- Plant capacity, capacity utilization rate, age of plant, plant efficiency, capital investment

- Location, shipping logistics, and product mix by plant

Personnel

- Number of employees, key employees, and skill sets

- Strength of management, and management style

- Compensation, benefits, and employee morale & retention rates

Corporate and marketing strategies

- Objectives, mission statement, growth plans, acquisitions, and divestitures

- Marketing strategies

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