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What is competitive analysis?

Competitive analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Competitive analysis takes into consideration factors such as the market size and the market share, financial position, and reputation of key competitors. While some databases provide pre-packaged SWOT reports for some companies (but not all), these reports are usually not available for product categories or lines of business. 

Identify companies and competitors by location using Mergent Intellect

How can I find a SWOT Analysis?

Many business databases contain pre-packaged SWOT reports. 

In Business Source Premier's Enhanced Business Search Interface, select "Market Research Reports." From there under the "Browse By Type" box, you will find pre-prepared SWOT reports for a number of companies.


Finding Company Information for a Competitive Analysis

In doing your competitive analysis, you will need to compile in-depth company information, including key competitors, major brands, products, etc. While at times you can find pre-prepared SWOT reports (specialized reports outlining a company's strengths, weaknesses, opportunities, and threats), other times you will have to pull together this information on your own. Use the following library resources to find company information and compile your competitive analysis.