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COMSTRAT 310 Syllabus - Spring 2018

COMSTRAT 310 - DIGITAL CONTENT PROMOTION (3 CREDITS) Instructor:  Brett Atwood                                EMAIL:    batwood@wsu.ed...

Competitive Analysis & SWOT Analysis

Many students are already familiar with the concept of a Competitive Analysis and SWOT analysis. As you may already know, you can use both of these to help identify where your product fits within the overall marketplace. By developing both of these documents, you will help focus the approach used in planning your advertising and/or PR campaigns.
A competitive analysis involves a simple exploration of your competitors in the product category or niche that you are aiming to develop a product and campaign for.
Check out this template that can help you get started:
The above template might not import correctly into Google Documents, so you might want to re-create a version of it in Google Documents and/or develop your own template.
One web-based tool that can help you better understand the website demographics of your competitors is:

In addition to understanding your competition, you should do an analysis of  the key attributes and value propositions of your potential brand. A SWOT analysis.  can help you get a clearer understanding of your product by documenting the:
  • Strengths
  • Weaknesses
  • Opportunities
  • Threats
To do a proper SWOT analysis, you will need to really consider what the key  value propositions are in relation to the overall existing marketplace. This is  why both the SWOT analysis and competitive analysis are important as a starting  point to your campaign. You need to KNOW your brand and the larger product  category before subsequent work can begin.
Here is a worksheet that you can use to help guide your analysis:
Looking for examples? Marketingteacher.com has great examples of several brands, including: