Competitive Analysis
COMPETITIVE ANALYSIS
Table of Contents
Competitive Analysis is the process of identifying and evaluating the strengths and weaknesses of competitors in a particular market or industry. The analysis traditionally involves gathering information through research, surveys, and even personal trials when possible. This information can provide a wealth of potential advantages about any given company. By identifying areas in which competitors excel or fall short, a business can adapt its own strategies to find areas of opportunity, giving itself a competitive edge.
For example, let’s say you’re the CEO of Walmart. Amazon is one of the most dominant players in the e-commerce world today, completely changing how we conduct online business. One of the biggest advantages Amazon has been trying to push forward is the one-day shipping that they offer through Prime memberships. While conducting research, you discover that it’s only on select products and it’s mandatory for the consumer to be a Prime member. How can Walmart combat this? With over 4,600 locations in the USA alone, Walmart can offer same-day pickup services on all products. Walmart locations are much easier to find in comparison to the Amazon Locker locations, which are sometimes even placed in shady corner store locations. With Walmart, there isn’t a middleman – you can use your locations as an advantage. By understanding your competitor, you can make informed decisions about how to differentiate yourself from those very competitors.
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Identifying Competition
Identifying and analyzing the competitive landscape of a particular industry is an essential aspect of building a successful business. In order to conduct a thorough and effective analysis, it is crucial to be able to accurately identify and understand your direct and indirect competitors. Direct competitors are businesses that offer similar products or services to those that you offer, and are competing for the same target customer base. Indirect competitors, on the other hand, may offer different products or services, but still serve a similar customer need or compete for the same discretionary spending.
There are various methods and tools available for identifying potential competitors, including the usage of online resources such as Google and SimilarWeb. By continuously monitoring the online landscape, businesses can stay ahead of emerging competitors and adapt accordingly. It is important to remain vigilant and keep a watchful eye on new competitors as they may pose a significant threat to your business. Developing a thorough understanding of the competitive landscape can offer valuable information that can help you develop a competitive advantage in your market segment.
Strengths and Weaknesses
Understanding your competitors’ strengths and weaknesses in detail is one way to gain a competitive edge in the market. A comprehensive analysis should encompass various aspects such as their product offerings, market strategies, pricing, and customer reviews. In doing so, you can identify areas where your own products can be improved and differentiate them from the competition.
In 2008, BlackBerry held over 50% of the smart-phone market share. BlackBerry was known for its keyboard and e-mail functionality, basically a computer on the go. Apple recognized the weaknesses of Blackberry, particularly its limited touchscreen capabilities and outdated user interface. In response, Apple focused on creating a revolutionary touch-based interface with a larger display, intuitive gestures, and a user-friendly experience. Apple’s iPhone quickly gained popularity, revolutionizing the smartphone industry and eventually surpassing Blackberry.
While identifying the strengths and weaknesses of a competitor, you can identify areas for improvement and differentiate your own products from the competition. The example of BlackBerry and Apple exemplifies the significance of this approach.
Analyzing Market Strategies
Through analyzing a competitor’s marketing tactics, you can gain insight into the channels and resources they use to create brand awareness and engage customers. This involves examining their advertising campaigns, social media presence, content marketing efforts, partnerships, and any promotional activities. Understanding how your competitors are positioning themselves and leveraging different marketing channels allows you to identify potential gaps or opportunities in your own marketing approach.
In the highly competitive ride-sharing industry, Lyft and Uber engage in a fierce rivalry, employing strategic marketing tactics to capture market share and win customers. Both companies ran a referral marketing campaign allowing users to earn points towards their next ride for each new user they brought onto the app. Lyft launched their program first in 2013, with Uber following a year later in 2014. Uber’s referral program proved more successful in terms of user acquisition and brand growth as it offered better incentives, such as free rides or account credits, to both the referrer and the new user. Through the analyzation of Lyft’s referral marketing program, Uber identified areas of improvement and refined their own strategy accordingly.
Competitive Pricing
Competitive pricing refers to the strategic decisions made by businesses to price their products or services relative to their competitors. By conducting pricing research, you can understand how to differentiate your pricing approach, becoming more competitive and even undercutting your main competition. Analyzing factors such as pricing models, levels, discounts, promotions, and structures allows you to understand how your competition positions itself in the market and attracts customers. This knowledge will enable you to identify unique selling points and opportunities to stand out from your competitors.
Target and Walmart both strive to offer competitive prices to attract and retain customers. Walmart’s slogan “Everyday Low Prices” focuses on maintaining consistently low prices across a wide range of products. Target differentiates itself by emphasizing a combination of affordable pricing and a curated shopping experience. While Target aims to offer competitive prices, it also places a strong emphasis on stylish and trendy products, collaborations with exclusive brands, and a pleasant shopping environment. In this competitive pricing environment, Target and Walmart continuously evaluate and respond to each other’s pricing strategies and use countermeasures to their own strategies.
Target and Walmart both strive to offer competitive prices to attract and retain customers. Walmart’s slogan “Everyday Low Prices” focuses on maintaining consistently low prices across a wide range of products. Target differentiates itself by emphasizing a combination of affordable pricing and a curated shopping experience. While Target aims to offer competitive prices, it also places a strong emphasis on stylish and trendy products, collaborations with exclusive brands, and a pleasant shopping environment. In this competitive pricing environment, Target and Walmart continuously evaluate and respond to each other’s pricing strategies and use countermeasures to their own strategies.
Frequently Asked Questions
What is a competitive analysis?
Competitive analysis is when a business or individual conducts research on their competitors in a specific market. In doing so, one can discover the strengths and weaknesses, pricing strategies, and marketing strategies of their competition.
How can I find out who my competition is?
You can start with a simple Google search. Begin by searching for similar terms, goods, services, or keywords related to your idea. Look for businesses in your industry or niche, explore their websites, social media profiles, and online directories. The internet is the best tool when it comes to discovering your potential competition.
What should I do when I find a weakness in my competitor?
You're going to want to think of ways to apply it to your own strategy. How can you turn it into a strength for yourself? By analyzing the impact of the weakness on their overall competitiveness, you can capitalize on that very weakness.
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