Planilha de Análise da Concorrência em Excel 6.0

Introduction to the Competition Analysis Spreadsheet

Overview of the Tutorial

• The video tutorial introduces the Competition Analysis Spreadsheet 6.0, designed to help users analyze their business in comparison to competitors.

• It emphasizes understanding and utilizing the spreadsheet effectively, starting with a help page that includes instructions and links to additional resources.

Features of the Spreadsheet

• The spreadsheet allows for analysis from two perspectives: product analysis and criteria analysis.

• Users can register up to 3,000 products for comparison against competitors, focusing on key items rather than all products offered.

Product Registration and Criteria Analysis

Product Comparison

• An example is provided where users can compare specific features or offerings between their business and competitors, such as downloadable demo versions available on their website.

Criteria Registration

• Users are encouraged to identify relevant criteria that relate directly to their business model (e.g., physical store vs. online sales).

• Each criterion can be assigned a weight based on its importance for analysis; a maximum of ten competitors can be analyzed simultaneously.

Conducting the Analysis

Inputting Data

• Users input their product prices alongside competitor prices within protected sections of the spreadsheet, ensuring data integrity.

Evaluating Criteria

• For each criterion selected, users must assess whether they meet it (yes/no), assigning scores based on performance levels (1 being poor, 10 being excellent).

Finalizing Reports

Generating Insights

• After completing analyses for both products and criteria, users generate reports comparing their performance against chosen competitors.

Analysis of Competitive Positioning

Understanding Competitor Analysis

• The analysis indicates that if points are not marked in red, it suggests a positive performance against competitors. A score of zero means a tie.

• Red points signify areas where improvement is needed compared to competitors, while empty points indicate potential gaps in the offering.

• The dashboard allows for product comparisons, showing average market prices and competitor pricing strategies.

Pricing Insights

• For example, if a specific product is priced 13% higher than a competitor's price, this could indicate a need for price adjustment.

• Green points represent situations where competitors are priced higher than your offerings; thus, you may have competitive pricing advantages.

• It's crucial to regularly check whether your prices align with market averages to avoid losing competitiveness.

Performance Metrics

• Analyzing positioning based on scoring reveals how well each competitor performs across various criteria; high scores indicate strong performance.

• The analysis shows that one competitor ranks significantly better (7th position), suggesting they have more favorable metrics or offerings.

• Each criterion can be evaluated individually to identify specific areas needing improvement relative to competition.

Conclusion on Competitive Analysis Tools