Competitive analysis

1. 1
Competitors
Analysis. Strategies
Advantages
With whom and in what ways do we compete

2. Insights to
Get started now:
We study real and potential market players,
pay attention to the new approaches and
technologies used, make forecasts
Competitive
analyses

3. List the main competitors in your product category / for the same needs.
Identify the strongest / visible players for benchmarking
Give their characteristic
Mark recent important decisions / moves
View goals, plans, development vectors
Competitive Check List
Get started now:

4. 4
01
Direct
competitors
Presented in the same
product category, match the
target audience
- We look in detail
02
Secondary
competitors
Presented in the same product
category, but positioned on adjacent
segments
- Evaluate the risk of entering our
segments
03
Tertiary
competitors
Presented in another product
category, but positioned to solve the
same problems, needs
- Evaluate the risk of switching
consumers

5. Management
Strategies
Operating
Leverage
Risk
Management
Funding &
Liquidity
Asset QualityAsset Quality
Funding &
Liquidity
Risk
Management
Operating
Leverage
Management
Strategies
Excellent
[+]
Poor [-
]
Our Company Primary Competition Secondary
Competition
Tertiary Competition
Areas of Comparison

6. 0
1
0
2
0
3
0
4
Our
Company
Primary
Competitor
Secondary
Competitor
Tertiary
Competitor
Market Segmentation
• Age: 20-30
• Gender: Both
• Income: 0-80k
• Employment:
Students/
Employed
• Age: 30-35
• Gender: Both
• Income: 50-
120k
• Employment:
Employed/Bu
siness
• Age: 25-40
• Gender:
Female
• Income: 30-
130k
• Employment:
Students/Emp
loyed/Busines
s
• Age: 20-35
• Gender: Both
• Income: 0-
100k
• Employment:
Students/Emp
loyed/Busines
s

7. Competitor 2:
“The only reason I go with
them is because they’re
cheap. Otherwise their
product is subpar.”
Competitor 3:
“Their product does the job.
But it’s so expensive that it’s
totally out of my budget. Too
bad I will just have to look for
an alternative.”
Competitor 1:
“The service is slow and the
product doesn’t work that great
even though this brand has
been around for so long.”
Our Company:
“You made it so simple.
The quality is amazing and
the price is only a fraction
of some other brands.
Highly recommend!”
Customer Testimonials

8. 4.3
2.5
3.5
4.5
2.4
4.4
1.8
2.8
2 2
3
5
Our
Company
Competitor
1
Competitor
2
Competitor
3
Competitive pricing is pricing your
product or service relative to
competitors in the market.
Competitive pricing analysis is a
structured approach to knowing
the price of your direct and indirect
competition. This can help you
better charge customers relative to
the Total Cost of Ownership.
Product Pricing Comparison

9. Feature
One
Feature
Two
Feature
Three
Feature
Four
Feature
Five
Feature
Six
Feature
Seven
Feature
Eight
Feature
Nine
Feature
Ten
Feature
Eleven
Overall
Rating
Our
Company
11
Primary
Comp
9
Secondary
Comp
6
Tertiary
Comp
17
Features Comparison
Poor [-
]
Excellent
[+]

10. MarketAttractivenessLowHigh
Weak StrongGlobal Market Share
Our
Company
Primary
Comp
Secondary
Comp
Tertiary
Comp
Market Attractiveness & Market Share

11. 11
Competitive Groups
Use different criteria to
highlight
01
06
02
05
03
04
Unique product
Expensive product, made by hand, focus on
special qualities, selling through its own
channel
Differentiated product
A wide range of products, there are
modifications for different market segments,
uses multibranding, the average market
price, individual ordering options are
limited.
Standard product
Several variations of the product, at a
price from low to medium, use the
same brand, there are no
opportunities for individual order
Unique product +
unique service
Expensive custom-made product,
special emphasis on the service,
coordination of the design project,
reminder of availability, delivery.
Differentiated product +
Good service
A well-developed product portfolio,
there are the most popular types of
product, ample opportunities for
manufacturing to order, receiving an
order through the website, delivery.
Standard Product +
Minimum service
Several variations of the product, there is
the possibility of ordering the necessary
batch, pickup.

12. 12
Strategic Canvas
Blue Oceans Strategies
0
20
40
60
80
100
Price level Product
assortment
market covrage loyalty
programs
working hours number of
partners
service level internet
promotion level
smm promotion possibility of
individual order
unique content
Competitor 1 Competitor 2 Competitor 3 Competitor 4

13. 13
Areas of activity – goods,
Services, target markets
Portfolio
Competitor 1
Occupied competitive position - market share (leader,
challenger, follower)
The target audience is completely the same / partially the
same, the characteristics of the target audience are the
following ...
Features of positioning - focuses on ...
Key partners, including sales channels -
A brief description of the strategy - who aspire to be, what
solutions for this uses
Behavior - a brief description of the most significant
events, events, collaborations
Learn More:
Marketing Activity
Features of branding, brand policy,
approaches to customer retention (loyalty
programs.
The most notable advertising, promotions,
BTL-events, etc.
Product Activity
How does the assortment relate, how often
does it update, whether it invests in the
development of a product, or whether it is
inclined to use new technologies.
Pricing Strategies and Techniques
Price range, the use of price incentives, the
allocation of the price of important customers.

14. 14
Strategy
Look at the most successful industry strategies,
highlight companies that are distinguished by the
unified approach to the market and system
Marketing
Mark leaders in the field of marketing, take to
compare their loyalty program, promotion, look for
special practices
Branding
Pay attention to competitors with the highest level
of awareness among the target audience, learn the
practice of promoting brands
Logistics and sales channels
Which of the competitors managed to achieve
minimum transport and storage costs, enter their
experience into your strategy
Check list
Benchmarking
Analyzing competitors or generally successful in any field
company, think about the possibilities to use their
experience in themselves.
Create your check-list, select items for analysis and
implementation in your own practice (do not complicate)
Learn More:

15. Step One
Step Two
Step Three
Step Four
Continue
innovating and
thinking.
Innovate Product
Respond quicker to
customer
complaints.
Ask happy
consumers to leave
good reviews
Improve Customer
Service
Implement
Company Z’s
Marketing Strategy.
Use social media to
spread our product
Market Strategy
Increase Facebook,
Instagram, and
LinkedIn posts to 3x
per week
Increase Social
Media Presence
Key Areas of Improvement

16. 16
Competitive Analysis Tools
Internet
Track site statistics, allow you to
compare with competitors, there
are built-in update counters for
the competitor's site
1 Social media
Tracking social media
mention
Competitor activity in SMM
Buzzsumo
RSS feed aggregator Feedly
Evaluating Owletter’s competitors e-
mailing strategy
Track paid and organic search,
formats of promoting
2 Promotion
3Site
4Other
CIS

17. 17
Mentioned Services in SM
https://rumorsmonitoring.com/
http://socialmention
.com
allow you to track and
measure social activity
relative to the selected
keyword (brand). You can
analyze what is said in
various social networks.

18. 18
Promotion Tracking Services
https://www.spyfu.com
SEO tool to track
competitors ’most
profitable keywords,
paid ads and organic
search

19. Tracking
Internet promotion
Instruments
Learn More:
Advertising, organic search, paid
keywords, competitive card,
search and banner ad samples,
etc.

20. Statistics
SemilarWeb
Site
Marketing
channels
(where visitors
came from)
key publishers
Site audience
(traffic)
Geographical
coverage
Worldwide
Site Ranking
Key queries (words)
on search

21. 21
Yandex Request Statistics
Keywords "bike rental in Minsk"
95 162 369 20
September July May March

22. 22

23. 23
Google Queries
AMI Furniture, Black Red White, Pinskdrev