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The Intelligence You'll Need

New Rival in Your Market

The Situation:
A new player has entered your turf, and appears to be attracting the attention of the marketplace. It could be an entrepreneurial start-up firm, a joint venture between companies in other industries, or a newly created division of a large conglomerate. Whatever form this new competitor takes, your imperative is to learn how its presence in the market will affect you.

Intelligence You'll Need:

• Products and services--How do they compare to your own?
  • new features
  • copycat offerings
  • weak spots
  • Value proposition
  • What is it?
  • Is it more appealing than yours?
• Short- and long-range goals
  • reasons for entering
  • integration plans
• Staying Power/Financial Resources
• Technological Capabilities
• Sales & Marketing Plans
  • positioning
  • target customers
  • strengths and weaknesses
• Management
  • profiles
  • depth
  • level of control
  • culture/values