Evaluating The Competition Using The Forrester Competitive Analysis Model And Tool

The Forrester Competitive Analysis Model evaluates competitors’ threat levels based on two key dimensions — 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 key competitor, as well as themselves, through four lenses — financial factors, innovation capability, market position, and go-to-market prowess — to place them in the correct quadrant in the model. In this report, we define the factors in each lens, provide recommendations on sources for information, and describe the Forrester Competitive Analysis Tool.