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What is Competitive Analysis?

Competitive analysis is a strategy where you identify your competitors and evaluate their strategies to determine their strengths and weaknesses relative to your own product or service. The goal of competitive analysis is to gather the intelligence necessary to find a line of attack and develop your go-to-market strategy.

Importance of Competitive Analysis

Competitive analysis provides businesses with insight into the strengths and weaknesses of their competitors. Through a thorough review of the competition, it assists companies in staying ahead of trends, formulating strategies, and making informed decisions. With competitive analysis, companies can evaluate key competitors on the market, anticipate their moves, observe their strategies, and make adjustments to their own plans.

Key Components of Competitive Analysis

Competitive analysis focuses on both internal and external factors to collect and assess data on market competition. Companies analyze the current and potential competitors in their industry, looking at market share, pricing, distribution, levels of customer service, product/service offerings, and overall efficiency. Additionally, it is important to consider the competitive landscape of the entire industry, such as the threat of new entrants, substitute products, and ease of switching.

Conducting an Effective Competitive Analysis

Effective competitive analysis requires researching both the competition and the industry as a whole. Companies must review their competitors’ strengths, weaknesses, opportunities, and threats, as well as consider the broader market context. Companies must conduct research, analyze data, benchmark their performance and that of competitors, and use key metrics to assess the competitive landscape. Additionally, to effectively interpret and apply the data, companies must use various tools such as SWOT analysis, Porter’s Five Forces, and KPI (Key Performance Indicators) analysis.

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