Our company has been serving thousands of customers for decades. We want to better understand how our target audience perceives our brand and competitors. This will help us develop clarity on our competitive advantages and optimize our marketing strategy.

We would like to collaborate with students to conduct a competitive analysis of our business.

This will involve several different steps for the students, including:

• Familiarizing themselves with our company, products, and target market.
• Identifying current and potential future competitors.
• Creating a matrix identifying features that are similar and different between companies.
• Summarizing our competitive advantages and disadvantages relative to the competition identified.

Bonus steps in the process would also include:

• Recommending how our company can differentiate itself through products / services and messaging.

By the end of the project, students should demonstrate:

• Familiarity with our company, products, and target market
• Identification of competitors
• Creation of a matrix with competitor features
• Summarization of our company’s advantages and disadvantages

Bonus steps would include:

• Recommending ways to differentiate our company from competitors

Final deliverables should include

• A final report.