Competitor Analysis Conducted a competitor analysis identifying at least 1 competitor products and identified direct and indirect competitors 20% Limited recognition and analysis of key competitor. Did not identify competitors as direct. Identication of main competitor as direct with some key information provided for each. Identication of main competitor with relevant key information provided. Good analysis ofthe competitor's activities. Identified competitors as direct. Thorough identification of main competitor with meaningful information provided. Very strong analysis of competitor's activities. Identified competitors as direct. Sophisticated & supported by evidence identification and analysis of main competitor with critical information provided for each. Identified competitors as direct