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The strengths and weaknesses of each competitor should be assessed. It should be based on:
• Resources: They can be physical, financial, human and information resources of the competitor.
• Competencies: Competencies and performance record of the competitor’s human resources. Competitive advantages of competitors which cannot be copied.
• Share of target market: Percent of market share of the competitor.
• Share of mind: Image of the competitor in customer’s perception.
• Share of heart: Preference by customers to buy the product of the competitor.
The company should “benchmark” to learn from the best practices of competitors. It should attack the weaknesses of the competitors of competitors to gain competitive advantage.
Perceptual mapping technique can be used. It is a graphic way to view and compare own product against the competitor’s product. Price and quality are commonly used. This technique helps to identify niches in the market.

1. Market The Nepalese has traditionally been a seller’s market characterized by controls, shortages, and scarcities. Most of the organizations lack effective marketing information system. Marketing decisions are largely based on hunches and intuition where personal knowledge and experience play an important role.
2. Since 1980, Nepal has adopted the policy of liberalization and privatization. Globalization of the economy has been increasing. The growing competition has led to the emergence of a buyer’s market. Computerization is increasing in business enterprises. This has led to growing awareness about the importance of marketing information system for decision making.
3. The following points characterize the current state of marketing information system in Nepal:
a) The marketing information needs are not carefully assessed. Ad- hoc managerial decisions generally determine such needs.
b) The internal records constitute the most important components of marketing information system. They are used to make sales analysis, customer demand, and market analysis. There is a growing trend computerization of internal records.
c) Marketing intelligence is also used by Nepalese companies in a limited way. They subscribe to newspapers and magazines. They also use “press cutting services” which provide cutting of newspapers that are of interest to the company. Sales force and middlemen also provide intelligence but they are not properly trained and motivated.
d) Decision Support System has not made much headway in Nepal. Some global companies use quantitative tools to interpret data. Private sector banks use MKIS for their operations.
e) Marketing research is at an early stage of development. But it is not getting attention from marketing managers. Some organizations have set up their own market research department. Consulting firms in the private sector have mushroomed to provide market research services. Professional marketing research firms have started operations in Nepal. Marketing research in Nepal is dominated by advertising and product-related problems. Customer characteristics have been little researched.
f) Nepal has been fast introducing new information technology. It is expected that the growth of market information technology will be rapid in the 21st century. The demand for market research is likely to grow.