A competitive analysis process is a systematic and methodical way of evaluating the strengths, weaknesses, opportunities and threats of the company in relation to its competitors. A competitive analysis process can be used by companies to assess their performance against their competitors. It is also important for business leaders to understand the market dynamics and how they should position themselves in order to take advantage of any opportunities or avoid threats. A competitive analysis process can be used as a tool for decision making by taking into account the strengths and weaknesses of each competitor. This will enable companies to make better decisions about which products or services they should offer and how they should position themselves in order to gain an edge over their competitors.