The Competitive Issues Grid shown below refers to the Competitive Issues datafiles which are found as both Excel spreadsheets and Access database tables.

Whereas the data provided in the datafiles enable the reader to produce factor specific conclusions, as well as both graphic representations and programmatically generated forecasting models, the reader can further use this data to produce checklists and programming matrices based on one’s own evaluation of the factors. To this end the document matrix below, and/or the (‘COMPETITIVE.xls’ in the ‘../xls’ folder), can be used by the reader. Alternatively, this grid (‘COMPETITIVE.htm’ in the ‘../HTM’ folder) can be opened in Word, completed, and then copied and pasted into an Excel spreadsheet (preserving all the relevant cells) after completion. For further information on the fields within the Grid and on the manipulation of the data please refer to the definition file .

SECTORS

01

02

03

04

05

06

07

08

09

10

11

12

13

14

15

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

ISSUES

TOTAL

for

ISSUE

C8I_01

RELATIVE STATURE

PREVALENT AWARENESS BY CUSTOMERS

PREVAILING REPUTATION

PERCEPTION OF PRODUCTS

RECOGNITION OF PRODUCT QUALITY

PERCEPTION OF SERVICE SUPPORT

PERCEPTION OF CLIENT TREATMENT

Total for Sector:

C8I_02

COMPETITIVE PROMOTIONAL PRACTICE

EVALUATION OF ROUTINE SALES PROMOTION ACTIVITY

MERIT OF ADVERTISING

VALUE OF SALES PERSONNEL

CALIBER OF SALES PRINT

  Total for Sector:

C8I_03

COMPETITIVE PRODUCT AVAILABILITY

GRADE OF PRODUCT AVAILABILITY

MERIT OF PRODUCT DEFINITION

GRADING OF ON-TIME DELIVERY

RATING OF UNIMPAIRED ORDER DELIVERY

RATING OF ORDER HANDLING

RATING OF CAPACITY TO PROVIDE

  Total for Sector:

C8I_04

COMPETITIVE MARKETING APTITUDE

CALIBER OF MARKETING EXPERTISE

EVALUATION OF MARKETING RESPONSE

EVALUATION OF MARKETING TECHNIQUE

EVALUATION OF PROMOTIONAL DOCUMENTATION

EVALUATION OF PROMOTIONAL + SALES DECAY

EVALUATION OF ADVERTISING DEXTERITY

  Total for Sector:

C8I_05

MARKET COMPONENTS

CONSCIOUSNESS OF PRODUCT PRICING

PRODUCT EXCELLENCE

CLIENT SERVICE

RELIABLE DELIVERY

SERVICE RELIABILITY

SERVICE STANDARDS

SERVICE CONDUCT

SERVICE CONVENIENCE

PRODUCT DELIVERY SYSTEM

RESPONSIVENESS OF CLIENT TREATMENT

OBSERVANCE OF FAIR TERMS OF BUSINESS

  Total for Sector:

C8I_06

SALES STAFF ACHIEVEMENT

PRIMARY CONTACT

ORDER HANDLING STAFF

SALES STAFF

ADMINISTRATION STAFF

SALES MANAGEMENT

SALES PERSONNEL

  Total for Sector:

C8I_07

CORPORATE SALES ELEMENTS

UPSTREAM SALES CONSOLIDATION

DOWNSTREAM PROMOTIONAL HARMONIZATION

CAPTIVE SALES CONDUITS

DEPENDENCE ON SELLING OUTLETS

OPERATION OF SEGMENTED PROMOTIONAL UNDERTAKING

BENEFITS OF SEGMENTED MARKETING

CAPTIVE CUSTOMER BASES

  Total for Sector:

C8I_08

COMPETITIVE SALES CHANNEL AWARENESS

WAREHOUSING & HANDLING

PACKING & PACKAGING

SALES ACTIVITY

STOCK AVAILABILITY

CUSTOMER SATISFACTION

WAREHOUSING & HANDLING

PACKING & PACKAGING

SALES ACTIVITY

STOCK AVAILABILITY

CUSTOMER SATISFACTION

  Total for Sector:

C8I_09

COMPETITIVE CLIENT AWARENESS

LOCATION OF CUSTOMERS

CAPTIVENESS OF THE CUSTOMER BASE

CUSTOMER BASE LOYALTY

CONCENTRATION OF PURCHASES

PURCHASE FREQUENCY

ORDER SIZE

CUSTOMER SERVICING

SEASONALITY

  Total for Sector:

C8I_10

COMPETITIVE PROMOTIONAL CONSIDERATIONS

ADVERTISING & SALES PROMOTION

MARKETING

SALES PROMOTION

SALESFORCE

ADVERTISING

  Total for Sector:

C8I_11

COMPETITOR CONSEQUENCES

PRICING CONDUCT

ECONOMIC ENVIRONMENT

COMPARATIVE MARKETING ACTIVITY

RESPONSE TO OPPONENTS

NEW COMPETITORS

PRICES AT MSP

PRICE INCREASES

PRICES AT RSP

  Total for Sector:

C9C_01

COMPANY PHYSICAL MARKETING CONCERNS

PHYSICAL MARKETING OBSTACLES

PHYSICAL MARKETING RESOURCES

PHYSICAL ADVERTISING POTENTIAL

RESPONSIVENESS OF ADVERTISING REACTION

ADROITNESS TO MODIFY MARKETING EFFORT

CLIENT HANDLING SYSTEMS & EQUIPMENT

  Total for Sector:

C9C_02

ADVERTISING & MARKETING MATERIALS ELEMENT

ADVERTISING + MARKETING MATERIALS ACQUISITION & SOURCES

ADVERTISING & MARKETING MATERIALS STOCK LEVELS

DEPENDENCE ON ADVERTISING + MARKETING CONTRACTORS & AGENTS

ADVERTISING BUYING INFLUENCE

  Total for Sector:

C9C_03

SALES PERSONNEL PERCEPTIONS

SALES PERSONNEL ACCESSIBILITY

SALES EMPLOYEES RELATIONS

PRESSURE OF SALESFORCE WAGE RISES

RELATIVE SALES PAYROLL LEVELS

RELATIVE SALES INCENTIVE LEVELS

SALESFORCE SPECIALIZED EXPERTISE

  Total for Sector:

C9C_04

MARKETING COSTS & MARGIN CONCERNS

MARKETING SUPPLIES INVENTORY LEVELS

VARIABLE MARKETING COSTS

FIXED MARKETING COSTS

MARKETING PAYROLL COSTS

DIRECT MARKETING COSTS RELATIVE TO COMPETITORS

PRODUCT DEVELOPMENT COSTS

  Total for Sector:

C9C_05

PRODUCT ADVERTISING + MARKETING

QUALITY

PRODUCT SPECIFICATIONS

DESIGN

OPERATING CRITERIA

PRODUCT EFFICIENCY

PRODUCT RELIABILITY

PRODUCT LONGEVITY

PRODUCT LIFE CYCLE

PRODUCT CUSTOMIZATION

PRODUCT TECHNOLOGY

PRODUCT USAGE

  Total for Sector:

C9C_06

MARKETING MANAGEMENT STRENGTHS

MANAGEMENT STRENGTHS: SENIOR MARKETING PERSONNEL

MANAGEMENT STRENGTHS: SALESFORCE MANAGERS

MANAGEMENT STRENGTHS: SALES & MARKETING STAFF

MANAGEMENT STRENGTHS: CUSTOMER HANDLING MANAGERS

MANAGEMENT STRENGTHS: TECHNICAL APTITUDE

MANAGEMENT STRENGTHS: CUSTOMER HANDLING RELIABILITY

  Total for Sector:

C9C_07

CORPORATE MARKETING CONSIDERATIONS

UPSTREAM MARKETING STRATEGIES

DOWNSTREAM MARKETING TACTICS

CAPTIVE MARKETING CHANNELS

RELIANCE ON EXTERNAL MARKETING

RELIANCE ON EXTERNAL PROMOTION

RELIANCE ON EXTERNAL MARKETING SUPPORT

RELIANCE ON CUSTOMERS ATTITUDES

  Total for Sector:

C9C_08

DISTRIBUTION MARKETING CONSIDERATIONS

WAREHOUSING & HANDLING

PACKING & PACKAGING

DISTRIBUTION

STOCK AVAILABILITY

ORDER PROCESSING

  Total for Sector:

C9C_09

CUSTOMER TOPICS

LOCATION OF CUSTOMERS

RELIANCE ON CUSTOMER BASE

CAPTIVE CUSTOMER BASE

CONCENTRATION OF CUSTOMERS

PRODUCT USAGE FREQUENCY

ORDER VALUE

RELATIVE CUSTOMER SERVICING

SEASONALITY OF DEMAND

  Total for Sector:

C9C_10

COMPETITIVE MARKETING CONSIDERATIONS

ADVERTISING & SALES PROMOTION

MARKETING COSTS

SALES PROMOTION COSTS

SELLING COSTS

ADVERTISING COSTS

  Total for Sector:

C9C_11

COMPETITOR CONSIDERATIONS

COMPETITORS' PRICING GUIDELINES

SENSITIVITY TO ECONOMIC CONDITIONS

RELATIVE MARKETING SPEND

COMPETITORS' COMBATIVENESS

ACCESS OF NEW COMPETITORS

PRICES AT MSP

PRICE INCREASES AT MSP

PRICES AT RSP

MARKET SHARE

  Total for Sector:

S8I_01

RELATIVE REPUTATION

OVERALL AWARENESS BY CUSTOMERS

OVERALL REPUTATION

REPUTATION OF PRODUCTS

REPUTATION OF PRODUCT QUALITY

REPUTATION OF SERVICE PROVIDED

REPUTATION OF CUSTOMER HANDLING

  Total for Sector:

S8I_02

RELATIVE PROMOTIONAL ACTIVITY

RATING OF OVERALL SALES PROMOTION ACTIVITY

RATING OF ADVERTISING

RATING OF SALES PERSONNEL

RATING OF SALES PRINT

  Total for Sector:

S8I_03

RELATIVE PRODUCT AVAILABILITY

RATING OF PRODUCT AVAILABILITY

RATING OF PRODUCT SPECIFICATIONS

RATING OF ON-TIME DELIVERY

RATING OF COMPLETE ORDER DELIVERY

RATING OF ORDER HANDLING

RATING OF ABILITY TO SUPPLY

  Total for Sector:

S8I_04

RELATIVE TECHNICAL COMPETENCE

RATING OF TECHNICAL COMPETENCE

RATING OF TECHNICAL AWARENESS

RATING OF PRODUCT TECHNOLOGY

RATING OF PRODUCT DOCUMENTATION

RATING OF PRODUCT RETURNS

RATING OF AFTER-SALES SERVICES

  Total for Sector:

S8I_05

RELATIVE MARKETING FACTORS

PERCEPTION OF PRODUCT PRICES

TECHNICAL SUPERIORITY

SERVICE FACTORS

PROMPT DELIVERY

WHOLE ORDER DELIVERY

STOCK LEVELS

ORDERING PROCEDURES

DELIVERY CONVENIENCE

THE DELIVERY SYSTEM

FLEXIBILITY OF CUSTOMER HANDLING

PERCEPTIONS OF TERMS OF TRADING

  Total for Sector:

S8I_06

RELATIVE STAFF PERFORMANCE

INITIAL CONTACT

ORDER HANDLING STAFF

SALES STAFF

ADMINISTRATION STAFF

SPECIALIST STAFF

SERVICE PERSONNEL

  Total for Sector:

S8I_07

RELATIVE CORPORATE CONSIDERATIONS

UPSTREAM INTEGRATION

DOWNSTREAM INTEGRATION

CAPTIVE DISTRIBUTION CHANNELS

RELIANCE ON OTHER MANUFACTURERS

UTILIZATION OF OTHER DISTRIBUTORS

BENEFITS OF OTHER MARKETING

CAPTIVE CUSTOMER BASES

  Total for Sector:

S8I_08

RELATIVE DISTRIBUTION CONSIDERATIONS

WAREHOUSING & HANDLING

PACKING & PACKAGING

DISTRIBUTION

STOCK AVAILABILITY

ORDER BACKLOG

  Total for Sector:

S8I_09

RELATIVE CUSTOMER CONSIDERATIONS

LOCATION OF CUSTOMERS

CAPTIVENESS OF THE CUSTOMER BASE

CUSTOMER BASE LOYALTY

CONCENTRATION OF PURCHASES

PURCHASE FREQUENCY

ORDER SIZE

CUSTOMER SERVICING

SEASONALITY

  Total for Sector:

S8I_10

RELATIVE PROMOTIONAL CONSIDERATIONS

ADVERTISING & SALES PROMOTION

MARKETING

SALES PROMOTION

SALESFORCE

ADVERTISING

  Total for Sector:

S8I_11

RELATIVE COMPETITIVE CONSIDERATIONS

PRICING POLICY

ECONOMIC CONDITIONS

RELATIVE MARKETING EFFORT

REACTION TO COMPETITORS

NEW COMPETITORS

PRICES AT MSP

PRICE INCREASES

PRICES AT RSP

MARKET SHARE

  Total for Sector:

S9C_01

COMPANY PRODUCTION CONSIDERATIONS

PRODUCTION & PROCESS DIFFICULTIES

MANUFACTURING CAPACITY

UNIT PRODUCTION CAPACITY

FLEXIBILITY OF PRODUCTION PLANT

ABILITY TO VARY PRODUCT RANGE

AGE OF PLANT & EQUIPMENT

  Total for Sector:

S9C_02

COMPANY SUPPLIES CONSIDERATIONS

MATERIALS ACQUISITION & SOURCES

MATERIALS STOCK LEVELS

DEPENDENCE ON SUB-CONTRACTORS

BUYING INFLUENCE

  Total for Sector:

S9C_03

COMPANY MANPOWER CONSIDERATIONS

MANPOWER AVAILABILITY

LABOR RELATIONS

PRESSURE OF WAGE RISES

RELATIVE PAYROLL LEVELS

RELATIVE SALARY LEVELS

TECHNICAL CAPABILITIES

  Total for Sector:

S9C_04

COMPANY COSTS & MARGIN CONSIDERATIONS

STOCK LEVELS

VARIABLE COSTS

FIXED COSTS

PAYROLL COSTS

DIRECT COSTS RELATIVE TO COMPETITORS

R & D / PRODUCT DEVELOPMENT COSTS

  Total for Sector:

S9C_05

COMPANY PRODUCT CONSIDERATIONS

QUALITY

PRODUCT SPECIFICATIONS

DESIGN

OPERATING CRITERIA

PRODUCT EFFICIENCY

PRODUCT RELIABILITY

PRODUCT LONGEVITY

PRODUCT LIFE CYCLE

PRODUCT CUSTOMIZATION

PRODUCT TECHNOLOGY

PRODUCT USAGE

  Total for Sector:

S9C_06

COMPANY MANAGEMENT STRENGTHS

MANAGEMENT STRENGTHS: SENIOR CORPORATE OFFICERS

MANAGEMENT STRENGTHS: PRODUCTION STAFF

MANAGEMENT STRENGTHS: SALES & MARKETING STAFF

MANAGEMENT STRENGTHS: ADMINISTRATION STAFF

MANAGEMENT STRENGTHS: TECHNICAL & R + D STAFF

MANAGEMENT STRENGTHS: PERSONNEL STAFF

  Total for Sector:

S9C_07

COMPANY CORPORATE CONSIDERATIONS

UPSTREAM INTEGRATION

DOWNSTREAM INTEGRATION

CAPTIVE DISTRIBUTION CHANNELS

DEPENDENCE ON OTHER MANUFACTURERS