Mr. Rohit Khanna runs a chain of organic grocery stores under the brand name "Green Basket" in northern India. Over the past two years, he has faced…

In the given case, Mr. Rohit Khanna has undertaken Competitor Analysis/Competitive Landscape analysis. Competitor analysis is a part of external environment analysis, wherein a firm systematically studies its competitors to understand their objectives, strategies, strengths, weaknesses and capabilities in order to gain competitive advantage. Steps to Understand the Competitive Landscape Identify the Competitors: The first step is to identify existing and potential competitors in the industry and collect data regarding their respective market shares. Understand the Competitors: After identification, information about competitors' products and services, pricing, distribution and strategies is gathered through sources such as market research reports, internet, newspapers, social media and industry publications. Determine Competitors' Strengths: Analyse what competitors do well, such as superior products, strong branding, effective marketing or efficient operations and why customers prefer them. Determine Competitors' Weaknesses: Weaknesses are identified through consumer reports, reviews and feedback available in various media, highlighting areas where competitors underperform. Put all of the information together: All information is consolidated to identify gaps in competitors' offerings and areas where the firm can improve or differentiate to build competitive advantage. Thus, through Competitor Analysis, Mr. Rohit can better understand the competitive dynamics of the organic grocery market and formulate suitable strategies to protect profit margins and sustain the competitive position of Green Basket.