Contents

• On which levels is the competitive analysis used?
• What is recorded in the configuration?
• What is recorded on the company level?
• What is recorded on the business unit level?

On which levels is the competitive analysis used?

The competitive analysis in STRATEGY.APP is structured across three levels:

• During the configuration of business units
• At the company level
• At the business unit level

What is recorded in the configuration?

All relevant competitors are initially recorded centrally. Only basic data is required:

• Name of the competitor
• Location, year founded, ownership
• Number of employees, current revenue
• Website
• Brief description and comments

Location: Setup → Company Structure → Competitors

In the corresponding matrix, you also assign competitors to business units. This shows in which units a competitor operates. As soon as a competitor is assigned, data fields are generated within the respective business unit for detailed inputs.

Image:
competitor-configuration.png

Location: Setup → Company Structure → BU – Competitor Matrix

What is recorded on the company level?

On the company level, each competitor is described in more detail, focusing on information relevant for the corporate strategy. Additionally, a strengths–weaknesses profile can be created here.

Image:
competitor-company.png

Location: Company → Diagnosis → Competitors

What is recorded on the business unit level?

On this level, competitors are analyzed specifically from the point of view of the selected business unit. This includes:

• Quantitative data: market shares, revenues
• Qualitative information: positioning, strategy, strengths
• A separate strengths–weaknesses profile

Image:
competitor-bu.png

Location: Business Units → [Business Unit] → Diagnosis → Competitors

Further Reading

• Article: SWOT – Strategic Assessment
• Whitepaper: Competitor Profiles (PDF) – available after login