How To Conduct A Competitive Analysis (7-tips)

In today’s world, competitive analysis is important because everyone is competing with their competitors for the top rank and wants to get ahead of them in online dominance.

After this article, you guys will completely master how to conduct a perfect competitive analysis and will learn many amazing things which will help you to improve your brands or startups.

So, are you ready to release your brand or startup to its full potential? Let’s enter the world of SEO and learn how to master competitive analysis.

Why is competitive analysis so important?

Competitive analysis is important because it will help you to recognize the chances to build your own powerful and better business strategy. You will also learn about your competitors’ weaknesses and strengths due to which you will get better opportunities to make new business strategies.

Some benefits of competitive analysis are that you can implement powerful business strategies and help you to spot better opportunities to promote your business or improve your product.

Now, are you ready to find out how to conduct a competitive analysis? So let’s get started.

Tips to conduct competitive analysis

Before we dive into the tips, first let’s see what is competitive analysis. Competitive analysis is defined as “The process of examination and evaluation of competitors in a market or industry. It involves examining their strengths, weaknesses, strategies, and performance in order to make an informed business decision and obtain a competitive edge.

In simple words, competitive analysis is like watching your rivals. It’s about studying what they do, how well they do it, and what makes them successful or not. By doing this, you can learn from their strengths and weaknesses to make smarter decisions for your own business.

Here is a list of tips to conduct a competitive analysis.

• Identify competitors.
• Determine your competitive position.
• Product or service analysis.
• Pricing Strategies.
• Marketing and Advertising.
• Distribution Channels.
• Customer Feedback and Reviews.

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1). Identify who are your direct and indirect competitors in the market

So, when we talk about competitors, there are two types: the direct ones and the indirect ones. Direct competitors are those companies that are in the same line of business as yours, selling similar products or services, and going after the same customers.

On the flip side, you’ve got indirect competitors. They may not offer exactly what you do, but they cater to the same customer needs in their own unique way.

Now you guys will be thinking how can I find direct and indirect competitors? So worry not I will show you how to find them

Market Research

Start exploring other companies that are in the same boat as you. Take a deep dive and keep your eyes peeled for those businesses that offer products or services similar to yours.

It’s important to also consider companies that operate in your local area, as they could be direct competitors as well.

Customer Surveys

Another valuable way to find direct competitors is by conducting surveys where you ask your customers to share their thoughts on other companies they consider as alternatives to what you offer. This feedback is like a goldmine as it can provide you with a customer-centric perspective on your direct competitors.

2). Determine how your competitors position themselves in the market

Examine their target demographic, distinctive selling points (DSPs), pricing methodologies, distribution networks, and promotional approaches. This empowers you to distinguish your own products or services and pinpoint opportunities where you can secure a competitive edge.

Distinctive Selling Points (DSPs)

To gain an edge, you need to get a good handle on their Differentiating Selling Points (DSPs). By understanding what makes them tick, you can pinpoint areas where you can differentiate your own products or services. This is your chance to shine and highlight your own unique value proposition.

It’s all about finding your own sweet spot and making it crystal clear to your customers why choosing you is the best decision they can make.

Pricing Methodologies

dive into their pricing strategies and get a good grasp of what’s going on. Are they going for competitive pricing, trying to match or beat the competition? Or perhaps they’re using penetration pricing to grab a larger market share?

Another possibility is that they’ve adopted a value-based pricing approach, focusing on the unique value they deliver to customers.

By analyzing their pricing strategies, you’ll gain valuable insights that will help you make smart decisions about your own pricing.

This way, you can position yourself strategically in the market, making sure your pricing aligns with your overall business objectives and target audience.

3). Assess your competitor’s products or services

Understand their attributes, excellence, performance, pricing structure, packaging, and customer journey with them. This assists you to compare their offerings in comparison to your own and recognizes potential gaps for enhancement. Let’s delve into each aspect:

Attributes

let’s dive into the attributes of your competitors’ products or services. It’s time to take a closer look at the specific features and characteristics that make them stand out.

What are their unique selling points? What benefits do they put the spotlight on? By understanding these attributes, you can evaluate how they differ from your own offerings.

Take note of what makes their products or services special and how they communicate those unique selling points to their customers. It could be innovative features, superior quality, exceptional performance, or even specific benefits that they emphasize.

Once you have a clear understanding of what makes your competitors’ offerings tick, you can compare them to your own.

Excellence

Let’s take a good, hard look at the overall quality and level of excellence demonstrated by your competitors. We want to dig deep and consider factors like craftsmanship, materials used, reliability, durability, and any certifications or awards they may have received.

This evaluation will give you a clear sense of the standard of excellence in your market and help you identify opportunities to shine. Pay attention to the fine details. Assess the level of craftsmanship in their products or services.

Consider the materials they use and how they contribute to the overall quality. Look at their track record for reliability and durability, as these are crucial factors that customers value.

By thoroughly evaluating the quality and level of excellence demonstrated by your competitors, you can set a benchmark for your own performance.

Pricing Structure

pay close attention to their price points and the value they provide at each level. Analyzing this information is key to understanding how your pricing stacks up against theirs. Are you offering a similar value proposition at a more attractive price, or do you need to adjust your pricing strategy to gain a competitive edge?

By delving into your competitors’ pricing strategies and models, you can identify opportunities to fine-tune your own pricing approach

Packaging

Consider how their packaging catches the eye and creates a positive impression. Does it align with their brand identity and convey a consistent message?

Take note of any unique design elements or innovative approaches they employ.

By conducting this assessment, you can identify areas for improvement or opportunities to differentiate your own packaging design.

Customer Journey

We want to understand the experience customers go through from discovery and evaluation to purchase, usage, and support. By analyzing this complete journey, we can identify pain points, areas of delight, and uncover opportunities to enhance your own customer experience.

evaluate the customer support and after-sales experience provided by your competitors. How responsive and helpful are they in addressing customer concerns? Are there any unique support features that customers appreciate?

By thoroughly analyzing the customer journey, you can gain valuable insights into what works and what can be improved.

4). Analyze your competitor’s pricing models and strategies

Firstly, take a closer look at their pricing models. Examine how they structure their prices, whether it’s a one-time purchase, subscription-based, or a combination of different pricing options.

Understanding their pricing models will give you insights into how they position their offerings in the market and cater to different customer segments.

Markdowns

Consider any markdowns or discounts your competitors offer. Are they known for frequent sales or promotional offers? Assess the strategies they employ to attract customers through price reductions.

This analysis can help you determine how competitive their pricing is during promotions and identify potential opportunities to offer your own discounts or incentives.

Advertising Campaigns:

Pay attention to the language and tone they use in their advertisements. Are they highlighting competitive pricing, showcasing luxurious features, or emphasizing the cost-effectiveness of their offerings?

By analyzing their messaging, you can gain a better understanding of the pricing angle they adopt and the value proposition they aim to convey.

This understanding allows you to assess how your pricing strategy compares and identify opportunities to differentiate yourself.

Supplementary Services:

Let’s not forget about the supplementary services offered by your competitors alongside their products or services. These additional offerings can include warranties, installation services, after-sales support, or extra features.

Taking a closer look at these supplementary services will provide insights into the overall value proposition your competitors provide to customers and how they justify their pricing.

Also, pay attention to the after-sales support your competitors offer. Do they have a dedicated customer support team? Are there additional resources, such as tutorials or guides, available to assist customers post-purchase? These services can greatly enhance the overall customer experience and justify higher pricing.

By analyzing these supplementary services, you can gain insights into how your competitors build their overall value proposition. Use this information to evaluate your own offerings and identify areas where you can enhance your value proposition, differentiate yourself, and provide a compelling reason for customers to choose your products or services.

5). Evaluate your competitors’ marketing and advertising efforts

Evaluate their brand identity, communication, advertising platforms, social media visibility, content marketing efforts, and customer interaction tactics. This data can serve as a compass for your own marketing endeavors, enabling you to remain competitive in the market.

I will show you how to evaluate your competitors’ marketing and advertising efforts step by step.

Examine their brand identity

Take a closer look at how they position themselves in the market, their unique selling points, and the overall perception they aim to create. Analyze their brand messaging, values, and visual identity, including their logo, colors, and design elements.

This evaluation will help you understand how they differentiate themselves and resonate with their target audience.

Assess their communication channels and advertising platforms

Determine where and how they communicate their messages to their target audience. Consider if they primarily use traditional channels such as television, radio, and print media, or if they focus more on digital platforms like websites, social media, or email marketing.

This analysis will help you identify the channels that are most effective for reaching your own target audience.

Social Media Visibility is another key aspect to evaluate

Take a look at their presence on popular social media platforms such as Facebook, Twitter, Instagram, LinkedIn, or YouTube. Observe their follower count, engagement levels, content quality, and overall social media strategy.

Understanding their social media visibility will give you insights into their efforts to connect with and engage their audience.

Content marketing efforts are also worth examining

Look at the type of content they produce, such as blog posts, videos, infographics, or podcasts. Assess the topics they cover, the quality of their content, and how they position themselves as industry experts.

This evaluation will help you identify content gaps or opportunities to differentiate your own content marketing strategy.

consider their customer interaction tactics

Evaluate how they engage with their customers, whether it’s through customer support channels, email marketing, loyalty programs, or other forms of customer communication. Assess their responsiveness, personalized approach, and efforts to build customer relationships

This analysis will help you improve your own customer interaction strategies and provide a positive customer experience.

6). Explore how your competitors distribute their products or services

Gain insights into their digital footprint, retail alliances, distribution systems, and logistical operations. This understanding can assist you in identifying weaknesses in their distribution strategy and exploring potential partnerships or enhancements in your own distribution networks. Here’s what you can do.

Take a closer look at their digital footprint

Examine their online presence, including their website, e-commerce platforms, and any digital marketplaces they utilize. Assess their user experience, ease of purchase, and overall online visibility.

This analysis will help you understand how they leverage digital channels to reach customers and identify potential gaps or areas for improvement in your own online presence.

Evaluate their retail alliances

Look at any partnerships or collaborations they have established with other businesses, retailers, or distributors. Analyze their distribution network and consider the benefits they derive from these alliances. This understanding can help you identify potential partnership opportunities to expand your own distribution channels and reach a broader customer base.

Consider their distribution systems and logistical operations

Examine how they manage the movement and delivery of their products or services. Assess factors such as inventory management, order fulfillment, shipping methods, and delivery speed

This evaluation will help you identify any weaknesses in their distribution systems and logistics, enabling you to enhance your own processes and provide a more efficient and reliable customer experience.

keep an eye on any unique distribution strategies or innovations your competitors may be implementing

Look for emerging trends, such as direct-to-consumer models, subscription services, or click-and-collect options. Analyzing these strategies will provide insights into new opportunities or areas for improvement in your own distribution channels.

By exploring your competitors’ distribution channels, you can gain valuable insights that will help you identify weaknesses in their distribution strategy and uncover potential enhancements for your own business

7). Analyze your competitor’s products or services through customer feedback and reviews

This analysis can offer valuable perspectives on their capabilities, limitations, and avenues for enhancement. Moreover, it can enable you to identify untapped customer requirements that you can fulfill through your own offerings. Here’s how you can approach this analysis

Start by exploring customer reviews and testimonials on various platforms.

Look for reviews on their website, social media pages, review websites, and other relevant online platforms. Pay attention to both positive and negative feedback to get a comprehensive understanding of their customer’s experiences.

Analyze the recurring themes or patterns in the feedback

Identify the aspects that customers appreciate about your competitors’ offerings, such as product features, customer service, or pricing. This analysis will help you identify their strengths and understand what customers find appealing about their products or services.

Take note of any common complaints or limitations mentioned by customers

Look for areas where your competitors may be falling short, such as quality issues, poor customer service, or usability concerns. These insights can guide you in identifying potential areas for improvement in your own offerings.

Pay attention to the specific requirements or features that customers mention in their feedback

Identify any gaps or unmet needs that customers are expressing. This information can inspire ideas for new products or service offerings or help you enhance existing ones to better address those customer requirements.

Keep an eye out for any suggestions or recommendations that customers provide in their feedback

These can be valuable insights into what customers desire and where your competitors may be missing the mark. Use this information to differentiate your own offerings and tailor them to better meet those customer expectations.

Remember to consider the credibility and authenticity of the feedback you analyze. Look for feedback from verified customers or sources to ensure the reliability of the information you gather.

Conclusion

So, to wrap it all up, mastering competitive analysis is absolutely essential for businesses that want to thrive in today’s fast-paced and cutthroat market. By delving deep into the world of competition, companies can gain a competitive edge and increase their chances of success.

Here is the summary of the whole article. Here are the 7 tips for conducting competitive analysis.

• Identify who are your direct and indirect competitors in the market.
• Determine how your competitors position themselves in the market.
• Assess your competitor’s products or services.
• Analyze your competitor’s pricing models and strategies.
• Evaluate your competitors’ marketing and advertising efforts.
• Explore how your competitors distribute their products or services.
• Analyze your competitor’s products or services through customer feedback and reviews.

Frequently Asked Questions