Which of the following is NOT a stated purpose of Wilson & Gilligan's Competitive Analysis?

• A. Provide an understanding of competitive advantages and disadvantages
• B. Generate insight into strategies of competitors
• C. Determine market share
• D. Identify future strategies

Answer: (C)

Competitive analysis aims to understand how a firm positions itself against rivals and what moves those rivals might make. Wilson & Gilligan describe aims like clarifying competitive advantages and disadvantages, gaining insight into what competitors are doing, and identifying potential future strategies to respond to or capitalize on changes. Determining market share, while a useful outcome to measure performance, isn’t listed as a stated objective of their competitive analysis framework. It’s a metric that results from competitive activity, not a primary purpose of the analysis itself.