A competitor analysis identifies and evaluates your competitors, their strengths, and weaknesses. This information should then be used to improve a company’s efforts and take advantage. A competitive analysis often includes a SWOT analysis that helps the marketer define a competitive marketing plan, but it can also be explained using a competitive analysis table where the comparison between several competitors can be made by using several factors and awarding different ratings to them. These competitive analysis factors can be anything, running from competitive rivalry to supplier power in the market to buyer power, the threat of substitution, and the threat of new entry
