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Flip to reveal answersHow do you read a competitor comparison matrix?
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All 4 Flashcards — Finding opportunities
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Question
How do you read a competitor comparison matrix?
Answer
Everybody good = a saturated row, nothing to win. One rival ahead = a gap to close. You ahead = a strength to protect. Everybody weak = the unmet need, and the real opportunity.
Question
Why is the opportunity a row rather than a column?
Answer
A column tells you which existing product is best, and copying it produces a fifth version of what exists. A row nobody has answered gives you something rivals cannot match by tuning.
Question
Why must every product be measured the same way?
Answer
Otherwise you compare test conditions rather than products. Figures from four manufacturers' websites compare four marketing departments.
Question
Why include similar products from outside the market?
Answer
A market usually converges on one answer, so every competitor shares the same blind spot. A watering can and a fuel can both pour one-handed and neither competes with a kettle.
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Topic 11.1 hub
Product analysis
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