Industry Research & Competitive Benchmarking
Gather market data, identify direct and indirect competitors, analyse positioning and compare strengths and weaknesses.
Knowledge competency · K-02
Market & Competitive Analysis
Turn rigorous market research, competitive intelligence and strategic analysis into better Business Development decisions.
10%Exam weightKnowledge Competencies domain
Official competency definition
The evidence base for informed Business Development decisions.
If growth strategies are the "what," then market and competitive analysis is the "where" and "how." It is the systematic process of gathering, analyzing, and interpreting information about a market, including its size, growth trends, customer segments, and competitive landscape. For the business development professional, market and competitive analysis is not a one-time event, but an ongoing discipline that informs every aspect of their work, from identifying new opportunities to crafting a winning value proposition.
BDA Body of Competency & Knowledge 2026 · Chapter 12 · reproduced without amendment
Competency architecture
Three tools for market intelligence and competitive advantage
Identifying Business Opportunities
Find unmet needs and changing conditions, then qualify and prioritise opportunities with VRIO and the opportunity funnel.
SWOT, PESTEL & Porter's Five Forces
Apply established strategic-analysis frameworks to understand internal capability, macro change and industry profitability.
Market analysis skills
What market and competitive analysis covers
This market and competitive analysis competency equips professionals to research markets, benchmark competitors, evaluate opportunity attractiveness and make data-driven strategic recommendations.
Industry Research
Assess market size, growth, trends, structure and profitability using primary and secondary research.
Competitive Intelligence
Compare messaging, products, pricing, financial performance and customer experience across competitors.
Opportunity Evaluation
Use VRIO, qualification and business-case development to decide which opportunities merit investment.
SWOT & PESTEL
Identify strengths, weaknesses, opportunities, threats and the external drivers of change.
Five Forces
Analyse entrants, buyers, suppliers, substitutes and rivalry to assess industry structure and profitability.
Research & Benchmarking
- Identify and use a variety of sources for industry research.
- Conduct a thorough competitive analysis.
- Identify a company's key strengths and weaknesses.
Opportunity Identification
- Identify opportunities from market trends and unmet customer needs.
- Use VRIO to evaluate opportunity attractiveness.
- Understand the opportunity process from idea generation to selection.
Strategic Frameworks
- Know and understand SWOT, PESTEL and Porter's Five Forces.
- Apply one or more frameworks to a business situation.
- Make strategic recommendations grounded in the analysis.
Examination alignment
A 10% weighted BDA knowledge competency
10%Market & Competitive Analysis exam weight
Domain II: Knowledge Competencies · total domain weight 55%.
Task and assessment enablers
Analyse markets and competitive environments.
- Conduct industry research.
- Benchmark competitors.
- Identify business opportunities.
- Apply strategic analysis frameworks.
Ready to build sharper market and competitive insight?
Develop the BDA knowledge needed to turn research into sound Business Development decisions.