OBJECTIVE
Analyze the
positioning of a company or a product in comparison with other companies or
products by evaluating several attributes.
DESCRIPTION
A competitive map is a tool that compares a
company or products with several competitors according to the most important
attributes. We can also add to the map the relative importance of each attribute.
From this map we can understand how a company is positioned in relation to several
attributes and define the key issues for strategic decisions. For example, we
can decide to focus on the communication and promotion about the quality of our
product if we are well positioned and it is important for customers.
Competitive
Map
The data for this map are
usually gathered through surveys. If the selection of attributes is not clear
or the number of attributes is large, we can ask a preselection question whereby
interviewees rank the most important attributes. Then they will be asked about
the importance and performance of the selected attributes for each company or
product. I suggest dividing the question into two parts:
- - Importance: give a score from 1 to 5 for each attribute;
- - Performance: give a score from 1 to 5 for each combination of attribute and company (or product).
TEMPLATE
Thanks!
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