Varos Glossary

Marketing Competitive Analysis

What is Marketing Competitive Analysis?

Finding your rivals and learning from their marketing moves is what you'll do in competitor analysis (or competitive analysis). This data may be used as a benchmark against which your company's performance can be evaluated.

The Importance of competitor analysis

The proprietors of small businesses sometimes have to do a wide variety of duties simultaneously. It's important to take time out of your hectic schedule to study market competition analysis.

  • Assess the benefits and drawbacks of your company. You may learn a lot about the relative merits of your own brand and how well it does in the market by analyzing the public opinion of similar products. Your market positioning, or the mental picture of your service or product that you want to convey to your target audience, may be influenced by a thorough understanding of your company's strengths. You must make it easy for them to see why your service or product is superior to the competition.
    Understanding where your firm can improve is just as crucial as knowing where it has strengths. It's important to know where you're falling short so you can decide where to put your time and money.
  • Recognize your target audience. When researching your competition, you can come across businesses that you have never heard of before. Identifying your rivals is the first step towards outperforming them.
    You may learn more about the gaps in your market by doing a comprehensive analysis of your rivals' offerings. If you can see where your rivals are falling short and what your clients need, you may take the initiative and grow your own business to fill the need.
  • Identifying market shifts. As an additional indicator of the industry's general direction, studying the competition is a must. But you should never follow the lead of your rivals only because they are doing it. Success is unlikely to result from blindly imitating the competitors without first assessing your own market position.
    Do not hurry to imitate what your rivals are doing if you see that they are providing something that you are not. Instead, think about how you might meet your client's requirements while also satisfying them.
  • Make goals for your company's development. Both bigger and smaller businesses in your industry should be included in a digital marketing competitive analysis. Look to the leading companies in your field for inspiration and as a yardstick against which to measure your development. However, learning about new competitors in your business might help you prepare for any future threats to your market share.

How to do Marketing Competitive Analysis

  • Choose the goods and services you will be analyzing.
    In most cases, they will be the items that bring in the most money or show the greatest development potential.
  • Seek out your immediate rivals.
    These businesses rival one another for a share of the same market by offering goods and services that are similar.
  • Determine who your indirect rivals are.
    Despite competing in the same market, these businesses provide distinctive offerings.
  • Look for potential substituting businesses.
    Competitors like these provide an alternative solution to a problem that your business already handles. That’s why you need to include them too in your competitive market analysis.
  • Figure out what aspects of rival companies are most interesting to you and dive into them.
    Consider the company's pricing, distribution, and delivery methods as well as its market share, any new products or services it plans to introduce, its loyal customer base, the caliber of its after-sales service, its customer base's preferred payment methods, and its preferred sales and marketing channels.
  • Investigate each of the rival businesses.
    Most rivals, particularly nonpublic ones, may simply keep the barest of financial and operating records. You'll have a simpler time locating other pertinent details such as your target market, product specs, staff makeup, and pricing structures.
  • Create a written summary of your findings to show what you found.
    Aim for depth and practicality without overwhelming your readers with text. To better understand where you are in the market in regard to the competition, comparative charts and graphs may be quite helpful.
  • Locate problem spots and put solutions into action.
    Is there a way you might enhance the quality of your offerings by, perhaps, introducing a new function, reducing the price to make them more accessible, or enhancing the customer care you provide after the sale? Do you think you might receive a greater return on your marketing investment if you upgraded to a more powerful CRM to better manage your leads?
  • Keep tabs on your progress.
    To see whether the adjustments were worthwhile, measure sales using a profit and loss statement.


If you don't keep an eye on the competition, your successful company today might not be successful tomorrow. You may assess the present market and your position in relation to the competition by doing a competitive analysis in marketing. In other words, you must utilize top-notch marketing competitive analysis templates to better position your business for sustained growth.