The Competitive Analysis Tool

August 2nd, 2024

Lisa Singer VP, Principal Analyst

Beth Caplow VP, Principal Analyst

With contributors:

Amy Hayes , Kaitlyn Coalson , Ellen Lind

Summary

The Forrester Competitive Analysis Model assesses the threat level of competitors using two key criteria — disruptive ability and go-to-market capability — and places them in one of four quadrants: vulnerable, emerging, entrenched, and lethal. To operationalize the model, organizations should evaluate each competitor through four sets of lenses — financial factors, innovation capabilities, market position, and go-to-market prowess — to ensure the correct quadrant placement. Organizations can use this tool to evaluate themselves and their competitors against the key factors and plan their competitive responses accordingly.

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