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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. Use the databases suggested on this page to find company SWOT analyses, profiles, including information on key competitors, major brands and products.

*Some content adapted from MIT Libraries' Marketing Research Guide.

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. 

How can I find a SWOT Analysis?

Some business databases contain pre-packaged SWOT reports. 

In Business Source Premier, search for your company name and add "SWOT" to the search bar.