Page 18 - BrewDog Industry Analysis

In-Depth Competitor Analysis

It is necessary for a company to undertake an in-depth

competitor analysis not only at the start of its venture but
regularly as it develops its market presence because it will

allow insight into how to outperform its competitors

highlighting their competitive advantages/disadvantages.

Competitor analysis helps predict the returns that may be

made from future investments through critical information

being exposed through diagnostic tools such as:

• Understanding strengths, weaknesses, opportunities,
and threats (SWOT) relative to your competitors

• Understanding past, present, and future strategies of
competition

• Assessing competitors’ reactions to your firm's
strategies such as those based on pricing or when
launching a new product / service

Through the generation of critical information combined

with its unique capabilities, a company will endeavour to

create competitive advantage. It may do this through actions
such as:

• price wars,

• advertising campaigns,

• new product introductions, or

• expanded service offerings.