CMA CMA Competitive Intelligence & Analysis

Question 1

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

Accepted Answer

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

Answer

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.

Question 2

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

Accepted Answer

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

Answer

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

Question 3

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

Accepted Answer

Visualize how customers perceive competing brands along key attributes

Answer

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

Question 4

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

Accepted Answer

Market share

Answer

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

Question 5

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

Accepted Answer

To understand why prospects chose or rejected the company versus competitors

Answer

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

(CMA) Certified Market Analyst Practice Test

(CMA) Certified Market Analyst Practice Test

CMA CMA Competitive Intelligence & Analysis