Module 3, Topic 11
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Competitor Analysis

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Use this section to identify your competitors’ strengths and weaknesses and formulate a strategy to combat the former and target the latter. Your choices should be based on sound competitor research that gives you an accurate picture of the experience your competitors offer the customers you’re both targeting. This means you should purchase products or services from your competitor to gain first-hand knowledge of their offering and customer journey, so you can compare it with your own without making any assumptions. If you’ll be recognized by your competitors, don’t use this as an excuse to limit your research to their website and advertising – consider sending in a friend as a mystery shopper.