Competitive Landscape Analysis for Strategic Planning

This text is discussing the process of competitive landscape analysis and how it can be helpful for strategic planning. A SWOT analysis can be used to identify opportunities and threats in the market. A Strategic Group Analysis can help identify the closest competitors and understand the nature of the competition. A Porter's Five Forces analysis is a framework that helps examine the competitiveness of a market. Considering products alongside competitor products can help decide where to invest in terms of product development, product-line expansion, and product marketing. Trends.com is software that provides competitive intelligence and lets users visualize the business landscape by showing where each competitor stands over a given period and how they relate to each other. The Growth Quadrant is an example of a competitive landscape. Doordash had 65% of the total market traffic while Uber Eats only had 17%. However, Uber Eats has seen strong growth in the past year. The Benchmarking Report in Market Explorer offers data that can be used to understand the changes in the landscape. For example, the Market Share by Channel Graph shows a comparison of the market share for each business through a given channel. The Audience Insights Report provides data about how the audiences of competitors overlap. Doordash has the largest number of unique visitors, while Uber Eats and Gubhub have audiences that are much closer in size. The Top Pages report in Traffic Analytics lists the most popular web pages of competitors and provides filtering options to bring the most useful data to the forefront. In September 2021, 836K Unique Visitors accessed the /signup page. The second highlighted page, “/consumer/checkout,” should give a sense of the number of users making it to checkout. If you want to share your findings with others, you need to use a more sophisticated tool. The EyeOn tool provides a dropdown view of a graph revealing the sources of the page's traffic, as well as a timeline of the competitor's recent Google Search Ads, Blog Posts, and New Pages. The tool will also send you a weekly email detailing your competitor's ads and blog activity, which you can use to visually present your findings.

(source: https://www.semrush.com/blog/competitive-landscape)