RESULT OBTAINED
Decision concept
Competitors: mapping the alternatives that capture the same choice
What must be established
A useful analysis keeps its controls visible.
- 01
Define competition from the customer’s problem and choice criterion.
- 02
Distinguish visible presence, proven activity and potential threat.
- 03
Link each actor to its offers, segments, signals and moves.
Decision reference
Make the next choice more explicit.
DECISION SUPPORTED
Which actors and substitutes are really competing for the same budget, use or result?
DELIVERABLE TO KEEP
A sourced competitive universe, from direct competitors to non-consumption.
NEXT ELEMENT TO EXAMINE
CommunitiesExplore →23 · ORIGINAL ASSET
Competitive universe centred on the customer’s choice
Competitive map
The map starts from the outcome sought and widens the scope as far as the status quo, to avoid a view limited to comparable brands.
Download the universe as CSV ↓Customer’s choiceMaking a decision defensible
Teaching case · simulated data · no real-world market conclusion.
MOVE FROM ANALYSIS TO YOUR DECISION
Produce a testable decision mandate
MOVE FROM ANALYSIS TO YOUR DECISION
Produce a testable decision mandate
RETURN TO THE DECISION SYSTEM
See the canonical definition of marketing strategy→