Skip to main content

Competitive analysis is the process of evaluating competitors to understand their strengths and weaknesses compared to one’s own company. This analysis includes identifying direct and indirect competitors, gathering relevant information about their products, pricing, and marketing strategies, and comparing this data through benchmarking using KPIs.

Competitive analysis helps improve follower retention, increase engagement, and optimize marketing tactics by identifying and leveraging areas where the company can stand out in the marketplace.

The key elements of competitive analysis are:

  • Competitor Identification: The first step is to identify who the direct and indirect competitors are. Direct competitors are those that offer similar products or services and compete in the same market, while indirect competitors may offer different alternatives or solutions that meet the same customer needs.
  • Information gathering: Collect relevant data on competitors, including their products, prices, marketing strategies, distribution channels and market positioning. Sources of information may include competitors’ websites, industry reports, news, and market research.
  • Benchmarking: Compare the company’s performance with that of competitors using key performance indicators (KPIs).Benchmarking allows you to identify areas where the company can improve and set performance standards based on industry best practices.

Strategy Evaluation: Analyze competitors’ marketing, sales, and product development strategies. This includes studying their advertising campaigns, promotions, pricing policies, and customer loyalty strategies.


Competitive analysis is an essential tool for any company seeking to remain competitive. By understanding market dynamics and competitors’ strategies, companies can adjust their own strategies to improve their position and achieve their business objectives.