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How To Do Competitor Analysis


If you’re running a business, it’s important to keep an eye on your competitors. You need to know what they’re doing and how they’re positioning themselves in the market.

Competitive analysis is the process of examining your direct and indirect competitors to gain valuable insights about their products, services, marketing strategies, strengths, and weaknesses of competitors’ market positioning. It helps you identify opportunities for improvement and refine your own business strategy.

In this blog post, we’ll take a deep dive into how to do competitor analysis effectively so that you can stay ahead of the game. So let’s get started!

Competitor Analysis

Competitor analysis is crucial for businesses to stay competitive in the market, as it helps them identify opportunities and threats, refine their marketing strategies, and improve product development.


What is Competitor Analysis?

Competitor analysis is a crucial process that businesses undertake to assess their rivals in the market. Essentially, it involves identifying competitors, researching their strategies, analyzing their strengths and weaknesses, and finding gaps in the market that can be leveraged. It’s an essential part of any business strategy as it helps firms understand what they are up against and how they can make themselves stand out from the crowd.

The main aim of competitor analysis is to give businesses an edge in their respective markets. By conducting market research and understanding who your competitors are and what they offer, you can better position your own brand or product to appeal to customers. This research can provide insights into competitor pricing strategies, unique value propositions or marketing tactics that may help a company refine its approach. Ultimately, being aware of competitor activities is critical in staying ahead of the competition – this information steers strategic planning for growth purposes.

Benefits Of Competitor Analysis

Competitor analysis benefits businesses in multiple ways. Firstly, it helps them identify their direct and indirect competitors, improving their understanding of the competitive landscape. Secondly, analyzing competitors’ products and services can provide valuable insights into how similar products are being developed differently by rivals. By evaluating a competitor’s marketing strategies, businesses can gain knowledge about new tactics for reaching potential customers that they may not have considered previously.

Moreover, analyzing competitor strengths and weaknesses as well as industry trends with tools like SWOT analysis or market research data helps companies develop a better business strategy. This kind of information can help businesses to the target market more effectively and to improve upon their own product offerings or marketing efforts, building up unique value propositions that give an advantage over their rivals while also identifying areas where they fall short compared to competition so that passive growth opportunities are identified to using this analysis tool.

How It Helps In Business Growth

Competitor analysis can help businesses identify their strengths and weaknesses in comparison to their competitors. Doing so, it allows businesses to identify areas for improvement and refine their marketing strategies accordingly. Additionally, competitor analysis helps businesses understand the market landscape better and find opportunities for growth.

Moreover, competitor analysis also provides valuable insights into customer preferences and behavior. Businesses can gain an understanding of what their target audience wants by analyzing the products or services that are popular among their competitors’ customers. This information can then be used to tailor business strategies to meet these needs effectively, positioning themselves as a preferred choice among consumers in the same market niche. In short, conducting a thorough competitive analysis is crucial for any business that seeks long-term success and future growth prospects.

Steps To Conduct A Successful Competitor Analysis

To conduct a successful competitor analysis, you need to identify direct and indirect competitors, analyze their products and services, evaluate their marketing strategies, analyze their strengths and weaknesses, identify potential gaps in the market, analyze industry trends, and use a SWOT analysis.

Identify Direct And Indirect Competitors

To conduct a successful competitor analysis, the first step is to identify both your direct competition and indirect competitors. Direct competitors are businesses that offer similar products or services and target the same customer base as your own business. It is important to study their marketing tactics, pricing strategies, weaknesses, strengths, and other factors in order to gain an understanding of how they operate.

Indirect competitors are those who may not necessarily offer the same product or service but still compete for your target audience. For example, if you run a coffee shop then another coffee shop could be considered a direct competitor while a juice bar can be considered an indirect competitor. Identifying indirect competitors can help you determine potential market gaps where there may be room for expansion or differentiation from what’s currently available in your industry.

Analyze Competitors’ Products And Services

When conducting a competitor analysis, one of the most critical steps is analyzing your competitors’ products and services. This allows you to identify what they offer that may be similar or superior to what you offer. With this knowledge, through competitive analysis example you can determine how to differentiate your own offerings and develop strategies for improving them.

To analyze your competitors’ products and services effectively, start by researching their websites and social media pages. Take note of their product descriptions, features, pricing, and customer reviews. You can also order sample products or visit their physical stores if feasible. Looking at all of these factors can help you gain insight into the strengths and weaknesses of your competition’s offerings in comparison to yours.

Evaluate Competitors’ Marketing Strategies

Evaluating competitors’ marketing strategies is a crucial part of conducting a successful competitor analysis. It involves analyzing their promotions, advertising campaigns, and content marketing efforts to determine what works and what doesn’t in your industry. By doing so, you can identify new opportunities to engage with your target audience and develop more effective tactics that set you apart from the competition.

To evaluate your competitors’ marketing strategies effectively, start by assessing their messaging and branding across all channels. Look at their websites, social media accounts, emails, ad copy, product descriptions, and customer reviews for insights into how they position themselves in the market. Then consider how they’re reaching out to customers- are they running paid ads or relying on organic traffic? Finally, determine if there’s anything unique about their value propositions or pricing that sets them apart from other players in the industry.

Analyze Competitors’ Strengths And Weaknesses

Analyzing competitors’ strengths and weaknesses is a crucial step in conducting an effective competitor analysis. By identifying what your competitors are good at, you can learn from their successes and improve your own business strategies accordingly. On the other hand, understanding their weaknesses can help you to identify opportunities for differentiation and competitive advantage.

To analyze your competitors’ strengths, look at what sets them apart from other businesses in the market. This could include features of their products or services that make them stand out or unique marketing tactics they use to attract customers. Analyzing their weaknesses will involve looking for areas where they may not be performing as well as expected or where they have received negative feedback from customers. Understanding these two key areas will give you valuable insights into how to position your competitor’s market and your own business effectively within the market.

Identify Potential Gaps In The Market

Identifying potential gaps in the market is a crucial step in conducting a successful competitor analysis. By analyzing your competitors’ products and services, you can identify areas where there is an unmet need or unsatisfied demand that your business could potentially fulfill. This process involves looking for ways to improve upon what your competitors offer or finding unique value propositions that set your business apart.

A SWOT analysis can help pinpoint areas of opportunity by identifying the strengths, weaknesses, opportunities, and threats present within the competitive landscape. Additionally, it’s important to stay up-to-date on industry trends so that you can tap into new markets or shifting consumer demands. With these insights in mind, you’ll be better equipped to develop a strategic plan that addresses any market gaps and positions your business for future growth.

Analyze Industry Trends

Analyzing industry trends is an important step in conducting a successful competitor analysis. By studying market trends, businesses can gain valuable insights into changing consumer preferences and emerging competition. This information can help companies adapt their products, services, and marketing strategies to stay ahead of the curve.

One way to analyze industry trends is by reviewing reports from industry associations or research firms. These reports often provide data on market size, growth rates, and consumer behavior. Social media monitoring tools can also be used to track trending topics and conversations within the industry. By keeping tabs on these trends over time, businesses can make informed decisions about how to position themselves in the marketplace. 

Use A SWOT Analysis

A SWOT analysis is a powerful tool that can help businesses evaluate their strengths, weaknesses, opportunities, and threats. When conducting competitor analysis, it is crucial to include a SWOT analysis to better understand the position of your competitors in the market. By identifying areas where your competitors are strong or weak, you can develop strategies to improve your own products or services.

To conduct an effective SWOT analysis for competitor research, start by listing each competitor’s strengths and weaknesses. Then identify potential opportunities they may be overlooking or gaps in the market they have yet to fill. Finally, analyze any external threats they may face such as changes in industry trends or new competitors entering the market. Using this information will help guide your business strategy while keeping tabs on what other companies within your industry are doing so you can stay ahead of the competition.

Tools And Techniques For Competitor Analysis

There are various tools and techniques available for conducting a competitor analysis, such as using online tools like SEMrush, SimilarWeb, and BuzzSumo, setting up Google Alerts for competitors’ updates, conducting primary and secondary research to gather data from multiple sources.

Online Tools Such As SEMrush, SimilarWeb, BuzzSumo

SEMrush, SimilarWeb, and BuzzSumo are some of the online tools that can help businesses conduct effective competitor analysis. SEMrush is a popular and free tool that provides users with website rankings and relevant keywords used by their competitors. With SEMrush, businesses can also track the performance metrics of their competitors’ websites.

SimilarWeb is another popular online tool that provides detailed research on content marketing strategies, campaign management, and market insights. It helps businesses identify where their competitors source their traffic from along with providing an overview of what social media platforms generate the most interactions for them.

BuzzSumo specializes in analyzing competitor content marketing strategies to help businesses identify gaps they can take advantage of. The tool tracks social media shares across various platforms to uncover which topics are performing well within a niche or industry sector. This information aids companies when crafting tailored content or campaigns to engage with its target audience effectively.

Google Alerts

Google Alerts is a simple but powerful tool that allows businesses to monitor their competitors by setting up alerts for specific search terms related to them. For example, you can set up alerts for competitor brand names, keywords, and product names. This means you will be notified via email any time they are mentioned online.

Using Google Alerts for competitive analysis can also help identify new trends in your industry through monitoring relevant news articles or blog posts. It’s free and easy to use, making it an ideal option for small business owners who may not have the budget to invest in more comprehensive competitor analysis tools elsewhere.

Primary And Secondary Research

Primary and secondary research are both essential components in conducting a successful competitor analysis. Primary research involves gathering original data from sources such as surveys, focus groups, and interviews to get insights into customer behavior and preferences. On the other hand, secondary research utilizes existing data from external sources such as market reports, competitor websites, social media platforms, and industry publications.

By combining primary and secondary research methods in competitive analysis, businesses can gain valuable information about their competitors’ strengths and weaknesses. Primary research provides an understanding of the target audience’s needs while secondary research helps identify gaps in the market that can be leveraged by creating unique value propositions. Ultimately, using both methods is crucial in making informed business decisions.

Tips For Effective Competitor Analysis

To conduct an effective competitor analysis, it is important to focus on key competitors, use multiple sources for data gathering, stay objective and unbiased, update the competitive analysis template regularly, use both online and offline data, and keep an eye on emerging competitors.

Focus On Key Competitors

When conducting a competitor analysis, it’s important to focus your attention on key competitors in your industry. These are the businesses that have a similar target audience and market landscape as you do. Trying to analyze too many competitors at once can be overwhelming and ultimately unproductive.

To identify these key competitors, start by looking for companies with similar products or services as yours. Then, narrow down your search based on factors such as size of replacement competitors, their business, performance metrics or geographical location. By focusing on only a few main competitors, you’ll be able to conduct a more in-depth analysis and gain insights that can help inform your business strategy.

Remember that while it’s important to keep an eye on emerging competitors or potential replacements, don’t lose sight of the major players in your industry. Understanding what makes them successful can provide valuable lessons for improving your own company’s strengths and competitive edge over time.

Use Multiple Sources For Data Gathering

When it comes to conducting a competitor analysis, relying on just one source of information may not be enough. It’s crucial to use multiple sources for data gathering to get a comprehensive view of your competitors. This could include online tools such as SEMrush, Google Alerts, and SimilarWeb, as well as primary and secondary research.

By using multiple sources for data gathering in your competitor analysis, you’ll have access to a broader range of insights that can help you make more informed business decisions. Additionally, having different perspectives on your competitors will offer a more accurate picture of their strengths and weaknesses. To keep the analysis up-to-date and relevant over time, it is recommended to regularly gather new information from various sources.

Stay Objective And Unbiased

When conducting a competitor analysis, it is important to remain objective and unbiased throughout the process. This means focusing on factual data rather than personal opinions or assumptions about competitors. It’s easy to get caught up in emotions when analyzing competition, but by keeping an open mind and staying neutral, you can gain valuable insights that will help you make informed business decisions.

One way to stay objective during competitor analysis is by using multiple sources for data gathering. By collecting information from various channels such as customer reviews, industry reports, and social media platforms, you can avoid relying solely on one source of information that may be biased or inaccurate. A well-rounded approach to competitive analysis helps to ensure your conclusions are based on reliable facts rather than conjecture or hearsay.

Update The Analysis Regularly

Regularly updating the competitor analysis is a crucial key to staying ahead of competitors in business. It allows businesses to identify gaps and opportunities that can give them an edge over their rivals. Updating the free competitor analysis template regularly will help businesses stay informed about new trends, products and services being offered by competitors, as well as changes in pricing strategies or marketing tactics.

One important reason why it’s essential to keep your competitive analysis updated is that markets are always changing. New players may enter the market, price points could fluctuate, and consumer demand might shift towards different products or services. Keeping track of these changes means companies can adjust their strategies accordingly and avoid falling behind in the competition. Additionally, regularly updating your competitor analysis helps businesses keep their target customers top-of-mind by ensuring they remain aware of what competitors are offering, which in turn enables them to develop more effective sales pitches and marketing campaigns.

Use Both Online And Offline Data

It is important to gather data from a variety of sources when conducting a competitor analysis. Using both online and offline data can provide a more comprehensive picture of the competitive landscape. Online sources such as social media, websites, and even online store reviews are great for analyzing competitors’ digital presence, while offline data such as sales data and customer surveys can provide valuable insights into their overall business operations.

Offline data should not be overlooked in favor of purely digital sources. Collecting local market research, attending industry events or trade shows, or speaking with customers in person can add an additional layer of understanding to your competitor analysis. By utilizing various channels to collect information on your competitors, you will have a well-rounded view of the competitive landscape allowing you to make informed decisions about how to position your own business within it.

Keep An Eye On Emerging Competitors

One crucial aspect of successful competitor analysis is to keep an eye on emerging competitors. As a business owner, you should always be aware of new players entering the market and what they have to offer. By identifying these new entrants early and analyzing their strengths and weaknesses, you can stay ahead of the competition.

Emerging competitors are those companies that are beginning to make strides in your industry but may not yet be established as major players. Keeping track of them allows you to gain insight into innovative products or services, unique value propositions, or disruptive business models that could give them a competitive edge. This information can help inform your own business strategies and ensure that you remain relevant within your industry.

Common Mistakes To Avoid When Conducting A Competitor Analysis

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It’s important to avoid common mistakes when conducting competitor analysis. Focusing only on direct competitors, ignoring industry trends, and not analyzing enough data are just a few errors that can harm your competitive research efforts. To find out more about how to conduct successful competitive analysis, keep reading!

Focusing Only On Direct Competitors

One of the most common mistakes businesses make when conducting a competitor analysis is solely focusing on their direct competitors. While it’s essential to know what your immediate competitors are doing, ignoring indirect competitors can be a costly mistake. Indirect competition refers to companies that may not offer the same products or services but still compete for the same target audience.

By only examining direct competitors, you miss out on potential opportunities and threats from indirect competitors in the market. Identifying indirect competitors might also reveal gaps in the market that no one else has capitalized on yet. Conducting thorough research of both types of competition allows you to understand where your business fits into the overall competitive landscape and develop strategies accordingly.

Not Conducting Ongoing Analysis

One common mistake to avoid when conducting a competitor analysis is not conducting ongoing analysis. It’s important to remember that the market and your competitors are constantly evolving, so you want to make sure you’re keeping up with any changes. By neglecting ongoing competition analysis, you could miss out on key opportunities or threats in the marketplace.

Conducting ongoing analysis also allows you to adjust your own business strategies accordingly. For example, if one of your main competitors makes a significant change in their marketing tactics or product offerings, you’ll want to be aware of it and consider how it might impact your own company. By staying up-to-date on industry trends and competitor activity through ongoing analysis, you can make informed decisions for the future growth of your business.

Ignoring Customer Feedback

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Ignoring customer feedback in a competitor analysis can be detrimental to your business. Customer reviews and feedback are valuable insights that are often overlooked by businesses when conducting a competitive analysis. By ignoring this data, you could miss out on potential opportunities for improvement or fail to identify areas where competitors may be excelling.

Gathering and analyzing customer feedback is important as it provides insight into consumers’ preferences, needs, and pain points. It can help businesses make informed decisions regarding pricing strategy, product development, and marketing efforts. Ignoring customer feedback in a competitive analysis is like missing out on a gold mine of valuable information that could impact future growth and success. So always remember to prioritize what customers have to say about your competitors!

Not Looking At Industry Trends

One common mistake that businesses make when conducting a competitor analysis is not looking at industry trends. Industry trends refer to the shifts in customer preferences, advancements in technology, and changes in regulations that impact the market. Without taking these trends into consideration, companies risk falling behind their competitors and missing out on opportunities for growth.

Staying informed about industry trends can help businesses anticipate changes before they happen and adapt more quickly to new developments. For example, if a company recognizes an emerging trend towards eco-friendly products, it may decide to incorporate sustainable materials into its own offerings or launch a separate line of environmentally friendly products. By staying up-to-date with industry trends, businesses can set themselves apart from their competition and establish themselves as leaders in their field.

Not Analyzing Enough Data

One common mistake when conducting a competitor analysis is not analyzing enough data. While it may be tempting to rely on basic metrics such as market share or website traffic, these alone do not provide a complete picture of your competitors’ strengths and weaknesses. To conduct an effective competitor analysis template however, businesses must gather all relevant data points from various sources.

Failing to analyze enough data can lead to inaccurate conclusions about the competition. Without a comprehensive understanding of their strategies and performance metrics, businesses risk missing key opportunities for improvement or underestimating potential threats. Therefore, it’s essential that owners identify primary competitors and secondary competitors, use multiple sources for data gathering, and stay objective when interpreting the results. By analyzing sufficient amounts of relevant information on both direct and indirect competitors, companies can gain insights into how they’re performing in their industry and make informed strategic decisions accordingly.

Focusing Too Much On Price

Many businesses make the mistake of focusing too much on price when conducting a competitor analysis. While pricing is an important factor, it shouldn’t be the only consideration. Instead, businesses should focus on their competitors’ products or services and evaluate what makes them unique.

Focusing solely on price may lead businesses to overlook other factors that contribute to a competitor’s success, such as their marketing efforts or customer service. A thorough competitive analysis involves analyzing all aspects of your competition and identifying areas where you can improve your own business.

By looking beyond pricing strategies, businesses can gain a better understanding of their industry and identify opportunities for differentiation based on product quality, customer experience, branding or messaging tactics. This approach can ultimately help businesses establish themselves with a stronger position in the market over time.

How To Use Competitor Analysis To Improve Your Business

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Competitor analysis can help businesses identify opportunities for improvement, identify competitors refine marketing strategies, improve product development, and use data to make informed business decisions.

Identify Opportunities For Improvement

Conducting a competitor analysis can help businesses identify opportunities for improvement. By analyzing their competitors’ products and services, businesses can gain valuable insight into what they are doing well and where there may be gaps in the market. This information can then be used to refine marketing strategies, improve product development, and ultimately gain a competitive advantage.

Furthermore, competitor analysis also helps businesses identify areas where they can differentiate themselves from their competitors. For example, if all of the major players in a particular market segment are focusing on low prices, a business might consider differentiating itself by offering higher quality or more personalized customer service. Ultimately, using competitor analysis to identify potential opportunities for improvement is an important step towards achieving long-term success in any industry. There are a number of website optimization consultants who provide services such as these.

Refine Marketing Strategies or Competitive Analysis

Competitor analysis can help businesses refine their marketing strategies by providing insight into what competitors are doing right or wrong. By analyzing competitors’ marketing tactics, businesses can adjust their own to better reach their target audience and stand out from the competition.

One way to refine marketing strategies is by identifying opportunities for improvement based on competitor analysis. This could include adjusting messaging, targeting a different audience segment, or implementing a new advertising campaign. By leveraging information gathered through competitor analysis, businesses can make data-driven decisions that improve the effectiveness of their marketing efforts.

Overall, refining your marketing strategy through competitor analysis allows you to stay ahead in a highly competitive market and gain a more thorough understanding of your own business’s strengths and weaknesses. By taking into account industry trends, pricing strategy, customer feedback, and even intellectual property concerns of your competitors, you will have all the data necessary to make informed decisions about how best to promote and position your products or services in the market.

Improve Product Development

business, planning, concepts

One of the key benefits of conducting a competitor analysis is identifying opportunities for product development. By analyzing your competitors’ products, you can gain insights into what features or functionalities are missing in your own product offerings. This information can help inform future product development and make strategic decisions on what improvements to prioritize.

Additionally, competitor analysis allows you to understand how customers perceive certain products and services in the market. By gaining insight into these customer perceptions, businesses can develop products that meet the specific needs and preferences of their target audience, ultimately leading to your sales team greater customer satisfaction and loyalty.

Overall, improving product development through competitor analysis not only helps businesses stay competitive but also enables them to provide better value to their customers by creating products that meet their unique needs and requirements.

Identify Competitive Advantages

Identifying your competitive advantages is critical in maintaining a sustainable business. Through a competitor analysis, you can gain insight into the strengths of your competitors to leverage them to your advantage. You will also identify how you stand out from the competition.

Once you’ve identified your unique value proposition (UVP), make sure it is consistent throughout all marketing efforts. This will distinguish you as an expert in that area and help potential customers recognize what sets you apart from others in the market. Remember that conducting frequent competitive analyses will allow for continuous updates regarding industry trends and shifts in consumer demands, thus ensuring that your UVP stays relevant over time.

Use Data To Make Informed Business Decisions

Data analysis is an essential aspect of conducting a competitive analysis. When you have collected data on your competitors, it’s important to use that information to make informed business decisions. Utilize the data collected to evaluate market gaps, identify opportunities for improvement, and refine marketing strategies based on insights gained from competitor research.

Another way businesses can use data gathered from competitor analysis is in developing products or services that meet the needs of their target audience better than those produced by their competitors. By understanding what customers want, businesses can build products or services that are more aligned with customer demand, which gives them a significant edge over their competition.


In conclusion, conducting a competitor analysis is essential for businesses to gain insight into their competitors’ products, sales, and marketing strategies. By identifying industry trends, analyzing strengths and weaknesses, and evaluating the marketing efforts of competitors, businesses can learn how to differentiate themselves in the market.

Using various tools and techniques such as SWOT analysis or online tools like SEMrush can help gather valuable data for making informed business decisions. Remember to stay objective and unbiased while conducting a competitive analysis regularly to identify potential gaps in the market. With all this information at hand, one can improve their product development process, refine marketing strategies or even create new ones that will give them an edge over their competition – ultimately leading to increased profitability for your business!


Hi, I’m Kurt Philip, the founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy our findings.

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