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Competitive analysis involves evaluating the competitive landscape in which a business operates, by examining the strengths and weaknesses of current and potential competitors within the market. This process typically includes analyzing brands strategies and market positions, assessing product offerings and pricing structures, as well as evaluating distribution channels and customer segments. The goal of competitive analysis is to identify opportunities and threats in the marketplace, allowing businesses to refine their own brand strategy and positioning for a sustainable advantage over competitors. Ultimately, this helps organizations to make informed decisions on resource allocation and growth initiatives, leading to improved business performance.