In addition to standard corporate data, special attention is paid to technical information, e.g. the processes and raw materials used, installed capacity, the number of production lines and product portfolio. These data are archived with a technical evaluation. Assumptions and estimates are pointed out, contradictory data are analyzed and the conclusions are recorded. These data are supplemented by information on production sites and their infrastructure. The data for all competitors are then presented clearly in tables and charts (Fig. 2).

Initial findings can be derived from this overview. Further data can now be obtained through special calculations, e.g. raw material and energy requirements for specific production processes or the necessary capital expenditures, if these cannot be obtained from publications. In this way, the information needed to calculate manufacturing costs and total production costs for all sites operated by the relevant competitors are obtained. In the final step, the overview of the situation is completed through discussion with the customer. This step includes other criteria such as product portfolios and customer and market structures.

In the first phase, rough estimates might be used. If the additional necessary data become available, the competitors’ analysis can then be successively refined, e.g. by adding details of capacity utilization, qualities and yields, capital expenditures for maintenance and replacement of equipment, marketing costs and R & D expenses.

Ongoing monitoring of the competitive situation allows continuous updating of the competitors’ analysis with minimum effort.