Strategic competitor assessment for robust digital connect: A case study on Calcutta Management Association of India

The trend of having a strong digital presence for every organization has become a need. Earliereven though the organizations or associations that did not require a digital presence and couldcontinue working without it, now cannot survive without it all because of the Pandemic Covid۱۹. This study focuses on such an organization- Calcutta Management Association (CMA)which now needs a strong digital base for it to stand out among its peers and also for its ownexistence as well. With proper R&D, to come up with strategies, competitor analysis, etc.,helping the organization in establishing a better digital footprint. The workings of thecompetitors/peers are analyzed and compared it with CMA, derived at feasible solutions forit to achieve, stating all the problems that needs to be addressed. The researcher tried tocompare the basics through questionnaire sent to ۱۱۰۰ individuals to the existing membersof the association and to its peers, to have understanding and familiarity about the members’expectation and the gap in the activities from other associations. The study carried out fromthe month of February ۲۰۲۱ to July ۲۰۲۱. Both primary and Secondary research have beeninvolved in the study to reach to decisive state, which would help CMA is rerouting its futurecourse of actions and helps achieve its well-defined objectives.

کلیدواژه ها:

Digital presence ، Strategic analysis ، Competitor analysis ، Need- Gap analysis ، Calcutta Management Association.