市场营销的竞争成功与否需要企业有一个比较好的竞争战略方案，在能力方面要知己知彼，在行动分面要有可行的竞争策略。在激烈的市场竞争中，首先要搞清楚谁是自己的竞争对手，然后对其进行分析，以占有与其竞争中的优势。
◆ 竞争对手分析：◆ Competitor Analysis
● “确认公司的竞争者。”iPad的竞争者由两部分组成：主要是PC和其他系统的平板电脑。
● “判定竞争者的目标。盈利性、市场份额、现金流、技术领先、社会责任、成长与稳定性…”
● “确认竞争者的战略；评估竞争者的优势与劣势；估计竞争者的反应模式；选择攻击或回避的目标。”不同企业有不同的竞争策略，优劣势以及反应模式，这需要做更深一步的市场调查。
◆ “基本竞争战略。”公司应当根据自身的目标、资源、优势和机会，以及竞争对手分析的结果制订适当的策略。
◆ “以市场势力为基础的竞争战略。依照企业在目标市场上所扮演的角色分为：市场领导者(market leader)、市场挑战者(market challenger)、市场跟随者(market follower)、市场填补者(market nicher)。”
一个企业可能扮演多重角色，iPad目前在市场上的地位主要是，市场领导者和市场挑战者。面对PC, iPad是挑战者；面对其他系统的平板电脑，iPad是领导者。对于市场领导者而言，为了维持其第一的地位，可以采取三方面的行动。
“扩展整个市场：寻找新用户、开发新用途、提高产品使用量。
保护市场占有率：不安于现状，不断创新是最好的防卫策略。
扩大市场份额：产品更新、质量策略、多品牌策略、大量广告策略、强力销售促进。”
而市场挑战者的角色在不具备制胜条件的情况下，不要轻易扮演。但市场变幻莫测，iPad也不一定永远保持领导者的角色，扮演挑战者是每个企业的必然现象，对于iPadPC就是最大的挑战。
◆ “企业在激烈的市场竞争中应注意：遏止潜在的进入者；选择供应商和购买者；注意替代品的研制与开发；在大视野下处理行业内竞争。”
Competition in the marketing success requires a good business plan competition strategy, the ability to know ourselves, in the action sub-surface to have a viable competitive strategy. In the fierce market competition, we must first find out who their competitors, and then analyze them to share their competitive advantage.
◆ Competitor Analysis: ◆ Competitor Analysis
● "confirmed the company's competitors." IPad competitors consist of two parts: the main PC and other systems is the Tablet PC.
● "to determine the target competitor. Profitability, market share, cash flow, technology leadership, social responsibility, growth and stability ..."
● "confirm the competitor's strategy; assessment of strengths and weaknesses of competitors; estimated response patterns of competitors; choose to attack or avoid the goal." Different companies have different competitive strategies, strengths and weaknesses, and reaction patterns, which need to do deeper market research.
◆ "basic competitive strategy." Companies should be based on their own objectives, resources, strengths and opportunities, and competition results of the analysis to formulate appropriate strategies.
◆ "based on market forces, competition strategies. In accordance with enterprises in the target role of the market is divided into: market leader (market leader), market challenger (market challenger), the market follower (market follower), the market to fill the by (market nicher). "
A company may play multiple roles, iPad current position in the market is mainly the market leaders and market challengers. The face of PC, iPad is the challenger; the face of other systems, Tablet PC, iPad is the leader. The market leader, in order to maintain its top position, can take three actions.
"Extension of the market: finding new customers, develop new uses and improve product usage.
Protection of market share: no status quo, innovation is the best defense strategy.
Increase market share: product updates, quality strategy, multi-brand strategy, a large number of advertising strategies, strong sales promotion. "
The role of challenger in the market do not have the winning conditions, do not easily play. But the market is unpredictable, iPad not necessarily always maintain the leading role, playing the Challenger is inevitable in every business, is the greatest challenge for iPadPC.
◆ "enterprises in the fierce competition in the market should pay attention to: prevent potential entrants; selection of suppliers and buyers; attention to research and development of alternatives; processing industry in the Greater competition in perspective."
