We’ll revisit the cinema later to see how they use their competitor analysis to inform their marketing strategy.
2. Research their businesses
Now you have your list of key competitors, you need to get to know them better.
The sort of information you need to collect includes:
- The business itself – size; staffing; locations; what, where and how they sell
- Product / services – what they offer; product features and benefits
- Marketing strategy – how they promote their products; what channels they use; website and social media performance
- Strengths and weaknesses – Do they have a great product but poor customer service? Are they famed for their friendliness but tolerated for their prices? Using a SWOT analysis can help here.
- Opportunities and threats – What threats do they pose - eg they could undercut your prices? What opportunities do they present – eg you could undercut their prices?!
- Market outlook – Is the market growing or shrinking? Is it diversifying or niching down?
There are lots of places you can look for information.
- Their own channels – How do they present themselves on their website and social media? What does this tell you about how they want to be perceived and who they’re targeting? What keywords / SEO tactics does their website use?
- Other people’s channels – Check out reviews on third party websites (such as Trip Advisor, Amazon, Feefo etc) to see what customers really think about them, especially areas where they need to improve.
- The media – What do the press say about your competitors? Is public opinion in their favour or against them?
- Trade press – What do trade magazines say about their businesses? What do they predict for them in the future?
3. Record and analyse your findings
Once you’ve done your research, you need to make sense of it all. The raw information by itself isn’t much use. But it becomes very powerful when you use it to create a competitive advantage for your business.
Use our Competitor Analysis Grid template to help you get started. We’ve filled it in with the information our imaginary independent cinema has uncovered, so you can see how to fill it in. This is just a starting point. Feel free to add or delete content to suit your needs.
4. Take action
Now you’ve recorded and analysed the information about your competitors, you should be able to spot some opportunities to gain a competitive advantage.
- Online reviews complain that their products break after a few uses
- They charge more than you’d need to
- Their premises are old-fashioned
You might also have identified some threats that they pose for your business:
- They produce larger quantities than you can and therefore achieve economies of scale
- They have secured a prime spot in your preferred location
- Their website ranks more highly in search engine results than yours
This sort of information can provide a steer to your future marketing strategy.
For example, you can exploit their weaknesses by promoting your product as being highly reliable and receiving excellent customer reviews.
Meanwhile, you can work hard to improve search engine optimisation on your website and use paid advertising to drive customers directly to your site.
Remember our independent cinema?
They’ve completed their competitor analysis and decided to take action.
Faced with stiff competition from multiplexes, they’ve decided to compete on customer experience and price.
- promoting their lower prices and ticket/snack packages
- training staff to continue to deliver exceptional customer service
- using the back of their tickets to encourage customers to review them online
Concerned about falling cinema attendance generally, they’ve joined forced with the other local independent cinema to joint fund a marketing campaign to remind people that the cinema is:
- more affordable than the theatre
- more sociable than staying at home
- more relaxing than going to the gym
They hope this will be a winning combination that attracts new customers. And, of course, they'll assess the success of this strategy after a few months.
Who are the competitors for your business? What information can help you get the upper hand? What do you need to develop to dodge any risks your competitors represent?
Want to learn more about the fundamentals of marketing? Read our Marketing 101 article that introduces key concepts for startups.