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What is a Competitive Analysis & How do you conduct one?

What Is a Competitive Analysis & How Do You Conduct One?

For decades, marketers have been doing competitive analysis to stay ahead of the curve. 

It’s important to understand the latest trends and your competition, especially in the digital age we live in today. 

Customers are searching for your product online constantly, so you need to be aware of what’s going on in the market. 

What is a Competitive Analysis?

A competitive analysis is a process of evaluating the strengths and weaknesses of your competitors in order to identify opportunities and threats for your own business. 

It involves researching and analyzing your competitors’ strategies, products, services, and marketing efforts to gain a better understanding of the marketplace and your own position within it.

This helps you understand their strengths and weaknesses, and how they are positioning themselves in the market. 

It also allows you to identify opportunities and threats that you can exploit.

The goal of a competitive analysis is to gain a comprehensive understanding of the competitive environment in which a business operates. 

By understanding the competitive landscape, a business can identify areas where it can improve, as well as areas where it may have a competitive advantage.

Why Conduct a Competitive Analysis?

Conducting a competitive analysis can be incredibly valuable for businesses of all sizes. 

It can help you to identify areas where you can improve your own products or services, as well as areas where you may have a competitive advantage. 

It can also help you to understand the market trends and consumer preferences that are shaping your industry. 

By understanding your competitors and their strategies, you can make more informed decisions about your business and improve your chances of success.

How to Conduct a Competitive Analysis?

There are many different ways to do competitive analysis. 

There is no right way of conducting a competitive analysis you need to identify weaknesses of your own business before you conduct a competitive analysis. 

Competitive analysis is not about your competitor but it’s about your own business and how it can gain from such analysis which will improve its certain capabilities. 

Let’s discover some of the basic steps you will need to identify before you start conducting a full competitive analysis.

Determine who your competitors are

The first step in conducting a competitive analysis is to identify your competitors. 

This includes both direct and indirect competitors, as well as any potential new entrants to the market.

It’s important you carefully identify your competitors. For example, if you are a small t-shirt shop, you won’t consider Nike, Adidas, or other major brands your competitor.

Study your competitors’ product listings

Once you have identified your competitors, it’s essential to study your competitors’ product listings. 

This will give you an idea of what kind of language and keywords are being used to describe similar products. 

You can then use this information to optimize your own listing and make sure you’re using the right keywords to attract potential customers.

Learn about their pricing strategies.

It’s also important to keep an eye on your competitors’ pricing. 

You don’t want to be too expensive or too cheap, but somewhere in the middle.

 If you’re too expensive, customers may go to your competitor’s site. If you’re too cheap, customers may think your product is of low quality.

Read reviews and comments about them online.

Reading reviews and comments about your competitor online can give you insights into their strengths and weaknesses, and help you position your own product or service accordingly.

Of course, you should take all online reviews with a grain of salt some may be biased or unreliable. 

But if you read enough of them, you should get a general sense of what people think about your competitor.

So where can you find these reviews and comments? 

Start with search engines like Google and Bing, and look for forums, blogs, and other websites where people are talking about your competitor. 

You can also try social media sites like Twitter and Facebook.

Analyze their social media presence.

Analyzing your competitor’s social media will give you a deep insight into the marketing strategy. 

See what they are doing well and what could be improved. 

Find out where their audience is most active and try to engage with them.

Your competitor’s social media presence can give you insights into what is working for them and what is not. 

Consider their site structure and traffic sources.

Consider your competitor’s site structure and traffic sources. 

Doing so can give you insights into their overall strategy and tactics to attract and convert visitors.

There are a few key things to look for when you analyze your competitor’s site:

  1. How is their site structured? 
  2. What types of content do they have and where is it located?
  3. What traffic sources are they using? 
  4. Where do their visitors come from?
  5. What are their most popular pages? 
  6. What content is performing well for them?

By analyzing your competitor’s site, you can develop a better Search Engine Optimization (SEO) strategy for your own site. 

So take some time to do a competitor analysis and learn as much as you can from their successes (and failures).

Developing a plan

Once you have gathered all of the information, you will need to analyze it in order to identify patterns and trends. 

This can help you to understand the strengths and weaknesses of your competitors, as well as any opportunities or threats that may exist in the market.

After analyzing the information, you can use it to develop a plan of action for your own business. 

This may include things like developing new products or services, changing your pricing or marketing strategies, or targeting new customer segments.


Conducting a competitive analysis is an integral part of any business strategy, as it helps to identify opportunities and threats in the market. 

By understanding your competitors and their strategy, you can make more informed decisions about your business and improve your chances of success.

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