CMA Competitive Intelligence & Analysis Flashcards

Porter's Five Forces framework assesses competitive intensity by analyzing which five forces?

Answer: Rivalry, Threat of New Entrants, Buyer Power, Supplier Power, Threat of Substitutes

Porter's Five Forces model evaluates industry attractiveness through competitive rivalry, threat of new entrants, bargaining power of buyers, bargaining power of suppliers, and threat of substitute products.

What is the primary goal of competitive intelligence (CI) for a market analyst?

Answer: To gather and analyze information about competitors to make better strategic decisions

Competitive intelligence involves systematically collecting and analyzing public and ethical information about competitors to improve strategic decision-making.

A 'perceptual map' is used in competitive analysis to:

Answer: Visualize how customers perceive competing brands along key attributes

A perceptual map plots brands or products on a two-dimensional grid based on consumer perceptions of key attributes, revealing competitive positioning gaps.

Which metric measures the proportion of total category sales captured by a specific brand?

Answer: Market share

Market share is calculated as a brand's sales divided by total category sales, expressed as a percentage, indicating competitive position.

A company conducts a 'win/loss analysis.' What is the primary purpose of this analysis?

Answer: To understand why prospects chose or rejected the company versus competitors

Win/loss analysis involves interviewing prospects who chose your company (wins) or a competitor (losses) to understand the deciding factors in purchase decisions.

In competitive analysis, a 'first-mover advantage' refers to:

Answer: The benefit gained by being the first company to enter a new market or develop a new product

First-mover advantage gives early entrants benefits like brand recognition, customer loyalty, and resource control before competitors can establish themselves.