Competitive Reviews and Gap Analysis
	I do alot of Competitve Reviews and Gap Analysys to gather a baseline of an organization’s key competitors' web sites related to features and functionality. It's good to gather valuable intel on what other companies out there in similar fields are doing to make sure our message is unique to your company an defines you from the rest of the competition in your market or segment.

Answers the following questions: What are consumer's needs? How do consumers perceive the client’s product relative to key competitors? Who are key industry competitors and what is their strategic intent? What are the company’s relative strengths, weaknesses, opportunities, and threats? What opportunities exist for improving the company's market Position?		Provides the following benefits: Reveals how the client's online messaging performs versus its competitors according to the target-audience's decision making criteria Uncovers ways to increase brand equity and credibility in ways specific to the online medium Ensures the target will accept or use site features or other elements
Example of a Competitive Review (PDF)  Example of a Competitive Review (WORD)  Example of a Competitive Review and GAP Analysis (PDF)  Example of a Competitive Review and GAP Analysis (WORD)

Businesses should constantly review their operations to remain competitive in their industry. A gap analysis strategy will help any company's management determine their current operating performance and how it measures to the best possible performance for their operations. Then the company can focus their energies on improving the worst performing areas in their organization.

A Gap analysis is used to determine where shortfalls may be occurring in operations when attempting to achieve pre-determined goals. Gap analysis can be utilized by several departments in a business; marketing, production, and accounting. While the basic principles of gap analysis are applicable, each department will tailor the process to their specific needs. Businesses will use gap analysis to ensure that they are maintaining their competitive edge in an industry; departments will measure how well they are staying on budget for their operations.

The simplest way to perform a gap analysis, is for companies to list their strongest attributes from their operations. Identify the Departments that are a strong performer and have a distinct advantage over competitors. Most Companies can then list how weak performing departments are operating and compare them to better performing competitor operations. This identifies gaps in business operations and will allow management to focus on creating more effective internal controls to enhance these departments.

This type of analysis is sometimes called a needs-analysis approach to business analysis. In theory, a needs analysis focuses on only the departments that are under-performing and the needed changes to enhance their operations. Sometimes management may only look at weaker departments rather than looking at the company as a whole, which results in more time and effort.

Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis is a form of gap analysis used by management to gauge company operations. This type of analysis can be very detailed and involves more than just the internal departments of a company. Strengths and Weakness analysis is a form of gap analysis that lists how well each department is performing to management or industry standards. This is an internal review of company operations.

Opportunities and Threats are a review of external conditions that threaten a company's success in its industry. While some say that this is too involved for gap analysis, external factors can impact a company suffering from poor internal controls. Looking at how well competitors are functioning can help management improve poor performing departments by using the other company's model for success.