what is my competition up to? Therefore, a competitive analysis is helpful here. This analysis will be dependent on my research into the competitive arena. My competitive analysis should focus on two key competitors. This may also include potential substitutes if competition is not currently perceived. My competition might be organized along several tangents by industry, company type, or firm. For my top two primary competitors:  Indicate why I have selected these two competitors. Also, describe each company, its current market share, its product or service set offerings, its financials (e.g., revenues, profitability, etc.), current positioning within the market, target market that it seeks to reach, recent history (how is the company doing?), and how each company markets itself to the target market that you also wish to reach.  a comparison of my  product or service (larger seats on southwest airlines) with that offered by the competition. How will I differentiate your product/service from that which is offered by the competition? Inherent in my comparison will be why my target market would likely select my offering over that of the competition. Describe the likely response that these two competitors will take once I begin to make waves, assuming that we are entering a market in which competition already exists. What response should I anticipate? What do I think their likely response will be to my entry into the market, and how will  I respond to that? Identify any key substitutes, discussing the strengths and weaknesses of those substitutes when compared to my offering ?