Gayhering Competitive Inteligent

We often look at what we can find easily ... we don't go beyond the surface

Sigging for data about our competritors is hard work

Entrpreneur must examine their competitors strengths , weaknesses, opportunities and threast as throughtly as they study their own

Different types of competitors

direct competitors- are trying to serve the same customers that you are
indirect competitors - compete with you for suplies, etc, or customer $$

Emerging competitors - look for the less obvious ( outside the entrepreneur's industry and market)

Gathering information about competitors
- check the competitor's website and advertising
examine their annual stockholder reports ( go to meetings
visit competitor outlets where the product/ service is distributed
Become a customer to sample their productr/ service and to see how they treat and service their customer