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Abstract Competitive analysis refers to the evaluation of strategies relating to a focal brand, product, strategic business unit (SBU), or firm relative to current and potential competitors in its market or industry. Competitive analysis is undertaken before the formulation and development of positioning strategy, value propositions, and marketing mix strategies. It is also undertaken for a new brand or product, in particular, prior to its launch in a new market. Competitive analysis can be performed using game theoretic models. Competitive analysis in a new-product entry context involves a solid understanding of a framework that comprises the determinants of new-product entry strategy, its interrelationship with competitor response, and the drivers of competitor response. Research on competitive analysis in the new-product context offers important frameworks and insights. Competitive analysis can be enriched by including competitive benchmarking, convergence analysis, and coopetition analysis.
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Wiley International Encyclopedia of Marketing