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  • Tool ID: 8006
  • Author: OliiR Academy

Competitive Evaluation – BU Goals Template

Business unit goals and competitive position often live in separate conversations — leading to goals that ignore competitive reality or to competitive analysis that never translates into commercial targets.
$0.00
  • Tool ID: 8006
  • Author: OliiR Academy

Tool's Overview

Business unit goals and competitive position often live in separate conversations, leading to goals that ignore competitive reality or to competitive analysis that never translates into commercial targets.

The Competitive Evaluation – BU Goals Template provides a structured framework for linking competitive position directly to business unit goals.

It replaces siloed analysis with an integrated view of where the BU stands competitively and what that means for goal-setting.

What This Tool Does

This tool enables Trade Marketing and Sales teams to:

  • Map competitive position against each BU goal
  • Identify goals at risk due to competitive gaps
  • Identify competitive advantages the BU is not exploiting
  • Inform target-setting with competitive evidence
  • Align leadership on competitively informed BU goals

When to Use This Tool

This tool is typically used when:

  • Annual planning and target-setting cycles
  • Mid-year reviews of goal achievement against competitive shifts
  • Strategic reviews of BU performance and direction
  • Briefing principals or boards on competitive context

Who Should Use This Tool

This tool is intended for:

  • Trade Marketing Managers and Heads
  • Brand Managers and Category Managers
  • Sales and Distribution leadership
  • Strategy and commercial planning teams
  • Market entry and expansion teams

It is equally relevant for FMCG brand owners managing in-house teams and for distributors operating across multiple categories and channels.

How the Tool Is Structured

The tool is organised into the following working sections:

  • Instructions – evaluation framework and use guidance
  • Competitive Assessment – the structured evaluation worksheet

This ensures BU goals are set with competitive context, not in isolation.

Access Options

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  • Download in Microsoft Formats.
  • Excel, Word, PowerPoint.
  • Fully editable, ready to implement.

FAQs

Do I need special software?

No, All tools are built in Microsoft Office.

Download links are sent by email.

Yes, they are fully editable.

Proprietary to OliiR Academy – For internal use only.

  • Testimonials
Before this program, our trade marketing team was stuck in 'execution mode'—constantly firefighting and reacting to sales requests. This course gave them the structure to stop fixing gaps and start leading the category strategy. They are finally operating as the engine room of our commercial growth.
— Commercial Director, Global FMCG Manufacturer
The biggest impact has been on our internal alignment. We used to have Sales, Marketing, and Trade working in silos, often with competing priorities. The Mini-MBA created a shared language and a single commercial rhythm. Now, when we approach a retailer, we speak with one unified voice.
— VP of Sales & Marketing, Regional Distributor
Trade spend is our second biggest P&L line, yet we were spending it on instinct. This program gave my team the financial discipline to actually measure ROI. We’ve stopped the 'surprise promotions' and started building investment models that actually justify the funding.
— General Manager, Food & Beverage
Our conversations with buyers have completely changed. We moved from simply pushing SKUs to presenting data-backed category stories that defend our shelf space. The team now has the confidence to justify listings and challenge retailers with insights, not just price.
— Head of Modern Trade, Personal Care Brand
What I appreciate most is the practicality. My team didn't just learn theory; they came back with ready-to-use JBP templates and Scorecards that we implemented immediately. It brought order and predictability to our daily work routine.
— HR Director, Consumer Goods
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