You have recently heard someone making the following statement about competitor profitability analysis (CPA).

‘CPA is an assessment of how profitable competitors are, that is carried out in an attempt to establish a benchmark by which one’s own business’s success can be measured. Usually most of the information for this can be found in the competitors’ annual report and financial statements. Usually competitors are willing to provide information about their financial results so that any gaps in the CPA can be filled in.’

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