·         Competitors' strategies and objectives: This information might be easily obtained by getting a copy of their annual report. It might take the analysis of many information sources to understand competitors' strategies and objectives. 

·         Strength of the market: Is the market for your product growing sufficiently so there are enough customers for all players? 

Ideas for Gathering Competitive Information

·         Internet: The Internet is a powerful tool for finding information on a variety of topics. 

·         Personal visits: If possible, visit your competitors' locations. Observe how employees interact with customers. What do their premises look like? How are their products displayed and priced? 

·         Talk to customers: Your sales staff is in regular contact with customers and prospects, as is your competition. Learn what your customers and prospects are saying about your competitors. 

·         Competitors' ads: Analyze competitors' ads to learn about their target audience, market position, product features, benefits, prices, etc. 

·         Speeches or presentations: Attend speeches or presentations made by representatives of your competitors.