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Understanding the World of Competitive Intelligence

By: Victoria L. Rayner
Posted: July 22, 2008, from the March 2007 issue of Skin Inc. magazine.

page 2 of 4

There are four types of competitors:

1. Direct—those with the same goods and services and who seek the same market

2. Indirect—those who seek the same market but with a different approach to your goods and services

3. Actual—competitors that are already practicing with the same offerings and that operate in the same commercial demographic

4. Potential—a possible competitor who is not yet in business, but could, once up and running, end up overwhelming you professionally or destroying your commercial operation with plans to operate on a much larger scale than that of which you are capable