Competitive analysis for product functional analysis (FA)

You're an engineer in a small or medium-sized company, with no marketing department or dedicated marketing service provider; you need to anticipate possible changes in the product you manufacture and sell.

When designing a new product, you may want to consider :

• functional or technological developments;

• new versions to be released over time.

At the heart of functional analysis (FA) are aspects that are often overlooked:

• study competitive products ;

• understand the different levels of competition ;

• recognize your serious competitors;

• know how to position your product within the range offered to users on the market;

• know how to create a network to listen to changing user needs;

• know how to subcontract all or part of production.

But beware: your competitor isn't always the company that makes the same product as you!

This sheet will help you :

• learn how to identify your competitors;

• identify all the factors driving potential changes in your market;

• identify all the products, without exception, that could be substituted for "yours"!