Competitive Assessment is an analysis tool that compares competitive offers on a relative scale of purchase criteria desired by the Target customer segment clarifies areas of differentiation and advantage and uncovers value creation opportunities. The evaluation uses purchase criteria on the x-axis that are most important to the Target segment.

    Customer and or Application being targeted on a relative scale plot, the target segments perception of yours and the competitive offers achieving the desired performance of each purchase criteria.

    Secondary market research is often utilized as an input to or validation of a Competitive Assessment analysis in this example, we show an analysis of hybrid and electric vehicles comparing and contrasting the Chevy Volt, Nissan Leaf and Toyota Prius.

    The Nissan Leaf shows strengthen one maximum distance per charge to all-electric vehicle three acceleration for green credibility and five minimum emissions the Chevy Volt hybrid demonstrates superiority in a single purchase criteria. Total vehicle range between fills the Toyota Prius leads in a single category as well.

    Lowest cost per mile driven suppose the target segment was Frugal comparative Auto Buyers as this segment was deemed to be the largest segment in North America prioritizing the x axis with the most important purchase criteria to the right for the Target segment. We see that Toyota Prius has adopted the strategy of leading in a single most important purchase criteria to the category.

    Competitive Assessment Example

    To date, the Toyota Prius has been the most successful hybrid vehicle in North America. As always, time will tell and the market will hold the final verdict to any strategy Competitive Assessment compares offers to clarify areas of differentiation advantage and uncover value creation opportunities.

    The evaluation uses criteria that are most important to the segment customer and or application being targeted. A robust competitive assessment analysis will be an input to value proposition development and feeds the R&D Innovation pipeline.

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