The document provides guidance on conducting a competition analysis as part of developing a marketing strategy. It outlines key objectives such as understanding the competitive landscape and developing a SWOT (strengths, weaknesses, opportunities, threats) analysis. The document then discusses in detail how to identify a company's strengths, weaknesses, opportunities, threats and compares these to competitors. It also describes different types of competitors a company may face such as direct, indirect, replacement or potential competitors. The overall aim is to help companies develop a plan to outperform competitors.