{"id":25667,"date":"2026-03-03T22:24:18","date_gmt":"2026-03-03T20:24:18","guid":{"rendered":"https:\/\/pointofnew.at\/glossary\/competitive-analysis\/"},"modified":"2026-03-06T15:43:37","modified_gmt":"2026-03-06T13:43:37","slug":"competitive-analysis","status":"publish","type":"page","link":"https:\/\/pointofnew.at\/en\/glossary\/competitive-analysis\/","title":{"rendered":"Competitive Analysis"},"content":{"rendered":"<p><!-- TL;DR Box --><\/p>\n<h2>Further reading<\/h2>\n<div style=\"margin-top:0.5rem;\">\n<ul style=\"list-style:none;padding:0;\">\n<li style=\"margin-bottom:0.5rem;\"><a href=\"https:\/\/pointofnew.at\/en\/innovation-process-the-5-phases-of-successful-innovation-in-companies\/\" style=\"color:#1a5276;text-decoration:none;\">Innovation Process: 5 Phases for Successful Innovation<\/a><\/li>\n<li style=\"margin-bottom:0.5rem;\"><a href=\"https:\/\/pointofnew.at\/en\/business-model-canvas-guide-examples-and-practical-tips-for-smes\/\" style=\"color:#1a5276;text-decoration:none;\">Business Model Canvas: Guide &amp; Examples for SMEs<\/a><\/li>\n<li style=\"margin-bottom:0.5rem;\"><a href=\"https:\/\/pointofnew.at\/en\/digital-transformation-in-smes-a-guide-for-smes-in-the-dach-region\/\" style=\"color:#1a5276;text-decoration:none;\">Digital Transformation for SMEs: A Guide<\/a><\/li>\n<\/ul>\n<\/div>\n<div style=\"background:#f0f1f3;padding:1.2em 1.5em;margin-bottom:2em;border-radius:8px;\">\n<strong>Key takeaways:<\/strong> Competitive analysis is the systematic examination of your competitors\u2014their strengths, weaknesses, strategies, and market positions. It provides the foundation for differentiating positioning, strategic decisions, and the identification of market opportunities.\n<\/div>\n<nav style=\"background:#f9f9f9;padding:1.5rem 2rem;border-radius:8px;margin-bottom:2rem;\">\n<strong style=\"font-size:1.1rem;\">Table of Contents<\/strong><\/p>\n<ol style=\"margin:0.75rem 0 0;padding-left:1.25rem;\">\n<li><a href=\"#definition\" style=\"text-decoration:none;color:#1a5276;\">What is Competitive Analysis?<\/a><\/li>\n<li><a href=\"#ziele\" style=\"text-decoration:none;color:#1a5276;\">Objectives and Benefits<\/a><\/li>\n<li><a href=\"#methoden\" style=\"text-decoration:none;color:#1a5276;\">Methods and Frameworks<\/a><\/li>\n<li><a href=\"#durchfuehrung\" style=\"text-decoration:none;color:#1a5276;\">Step-by-Step Guide<\/a><\/li>\n<li><a href=\"#digital\" style=\"text-decoration:none;color:#1a5276;\">Digital Competitive Analysis<\/a><\/li>\n<li><a href=\"#praxis\" style=\"text-decoration:none;color:#1a5276;\">Utilizing Results: From Analysis to Strategy<\/a><\/li>\n<li><a href=\"#fehler\" style=\"text-decoration:none;color:#1a5276;\">Avoiding common mistakes<\/a><\/li>\n<li><a href=\"#faq\" style=\"text-decoration:none;color:#1a5276;\">Frequently Asked Questions about Competitive Analysis<\/a><\/li>\n<\/ol>\n<\/nav>\n<h2 id=\"definition\">What is Competitive Analysis?<\/h2>\n<p><strong>Competitive analysis<\/strong> (also competitor analysis) is a strategic tool for systematically identifying and evaluating the competition. It examines direct and indirect competitors regarding their products, prices, strengths, weaknesses, strategies, and market shares. <\/p>\n<p>As part of strategic planning, it provides essential insights for <a href=\"https:\/\/pointofnew.at\/en\/glossary\/brand-positioning\/\" style=\"color:#1a5276;text-decoration:none;\">brand positioning<\/a>, <a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">business model innovation<\/a>, and the development of a differentiating <a href=\"https:\/\/pointofnew.at\/en\/glossary\/usp-unique-selling-proposition\/\" style=\"color:#1a5276;text-decoration:none;\">USP<\/a>. Michael Porter&#8217;s Five Forces model is one of the best-known frameworks for competitive analysis. <\/p>\n<h2 id=\"ziele\">Objectives and Benefits<\/h2>\n<p>A thorough competitive analysis pursues several strategic objectives:<\/p>\n<ul>\n<li><strong>Differentiation:<\/strong> Understand what the competition offers \u2013 and where there are gaps for your own positioning<\/li>\n<li><strong>Identify market opportunities:<\/strong> Identify unmet customer needs and underserved market segments<\/li>\n<li><strong>Anticipate threats:<\/strong> React early to new competitors, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/disruptive-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">disruptive innovations<\/a>, or changing market dynamics<\/li>\n<li><strong>Pricing:<\/strong> Align your own <a href=\"https:\/\/pointofnew.at\/en\/glossary\/pricing-strategy\/\" style=\"color:#1a5276;text-decoration:none;\">pricing strategy<\/a> with the market<\/li>\n<li><strong>Benchmarking:<\/strong> Measure your own performance against the best in the industry<\/li>\n<li><strong>Convince investors:<\/strong> Show in your <a href=\"https:\/\/pointofnew.at\/en\/glossary\/pitch-deck\/\" style=\"color:#1a5276;text-decoration:none;\">pitch deck<\/a> that you understand the market<\/li>\n<\/ul>\n<h2 id=\"methoden\">Methods and Frameworks<\/h2>\n<p>Various proven methods structure the analysis:<\/p>\n<ul>\n<li><strong>Porter\u2019s Five Forces:<\/strong> Analyzes five competitive forces\u2014rivalry, new entrants, substitute products, supplier power, and buyer power<\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/swot-analysis\/\" style=\"color:#1a5276;text-decoration:none;\">SWOT Analysis<\/a>:<\/strong> Strengths, Weaknesses, Opportunities, and Threats \u2013 for each competitor and your own company<\/li>\n<li><strong>Strategic Group Analysis:<\/strong> Clusters competitors by similar strategies (e.g., premium vs. discount)<\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/blue-ocean-strategy\/\" style=\"color:#1a5276;text-decoration:none;\">Blue Ocean Strategy<\/a> Canvas:<\/strong> Compares competitors based on relevant value factors \u2013 and reveals differentiation potential<\/li>\n<li><strong>Benchmarking:<\/strong> Systematic comparison of processes, products, and key figures with the best in the industry<\/li>\n<li><strong>Perceptual Mapping:<\/strong> Visualizes the market positioning of all relevant competitors on two axes<\/li>\n<\/ul>\n<h2 id=\"durchfuehrung\">Step-by-Step Guide<\/h2>\n<ol>\n<li><strong>Identify competitors:<\/strong> Direct competitors (same offering), indirect (alternative offering), and potential (new market entrants). Also consider substitute products <\/li>\n<li><strong>Define analysis dimensions:<\/strong> Product, price, distribution, marketing, customer reviews, market share, strengths, weaknesses, business model<\/li>\n<li><strong>Collect data:<\/strong> Websites, social media, press releases, industry reports, customer reviews, job postings (indicate strategic direction)<\/li>\n<li><strong>Conduct analysis:<\/strong> Systematically evaluate data \u2013 create a competitive matrix, identify patterns, understand customers&#8217; <a href=\"https:\/\/pointofnew.at\/en\/glossary\/jobs-to-be-done-jtbd\/\" style=\"color:#1a5276;text-decoration:none;\">Jobs-to-be-Done<\/a><\/li>\n<li><strong>Draw conclusions:<\/strong> Where are the opportunities? Where are the threats? How can your own <a href=\"\/glossar\/value-proposition\/\" style=\"color:#1a5276;text-decoration:none;\">Value Proposition<\/a> differentiate?  <\/li>\n<li><strong>Derive measures:<\/strong> Translate results into concrete strategic decisions<\/li>\n<\/ol>\n<h2 id=\"digital\">Digital Competitive Analysis<\/h2>\n<p>In the digital age, numerous data sources and tools are available:<\/p>\n<ul>\n<li><strong>SEO analysis:<\/strong> Analyze competitors&#8217; keywords, rankings, backlink profiles, and <a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-strategy\/\" style=\"color:#1a5276;text-decoration:none;\">content strategies<\/a><\/li>\n<li><strong>Social media monitoring:<\/strong> Observe the reach, engagement, and tone of competitor communication<\/li>\n<li><strong>Website analysis:<\/strong> Compare traffic estimates, technology stack, and conversion elements<\/li>\n<li><strong>Review mining:<\/strong> Systematically evaluate customer reviews on Google, Trustpilot, and industry portals<\/li>\n<li><strong>Price monitoring:<\/strong> Continuously monitor competitors&#8217; prices and offers<\/li>\n<\/ul>\n<p>Digital competitive analysis provides objective data that complements traditional market research.<\/p>\n<h2 id=\"praxis\">Utilizing Results: From Analysis to Strategy<\/h2>\n<p>Analysis is only the first step. Here&#8217;s how to strategically use the results: <\/p>\n<ul>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/brand-positioning\/\" style=\"color:#1a5276;text-decoration:none;\">Sharpen positioning:<\/a><\/strong> Which position is still vacant? Where can you become a niche leader? <\/li>\n<li><strong><a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">Innovate business model:<\/a><\/strong> Which models do competitors use? Is there potential for <a href=\"https:\/\/pointofnew.at\/en\/glossary\/platform-economy\/\" style=\"color:#1a5276;text-decoration:none;\">platform models<\/a> or <a href=\"https:\/\/pointofnew.at\/en\/glossary\/servitization-as-a-service-models\/\" style=\"color:#1a5276;text-decoration:none;\">servitization<\/a>? <\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/buyer-persona\/\" style=\"color:#1a5276;text-decoration:none;\">Re-evaluate target groups:<\/a><\/strong> Are there customer segments neglected by the competition?<\/li>\n<li><strong>Continuous monitoring:<\/strong> Competitive analysis is not a one-time task, but an ongoing process<\/li>\n<\/ul>\n<h2 id=\"fehler\">Avoiding common mistakes<\/h2>\n<ul>\n<li><strong>Only analyze direct competition:<\/strong> Indirect competitors and substitute products are often overlooked<\/li>\n<li><strong>Data without interpretation:<\/strong> Collecting alone is not enough \u2013 strategic classification is crucial<\/li>\n<li><strong>One-time analysis:<\/strong> Markets change \u2013 the analysis must be regularly updated<\/li>\n<li><strong>Copying instead of differentiating:<\/strong> The analysis should highlight gaps, not tempt you to imitate competitors<\/li>\n<li><strong>Ignoring your own strengths:<\/strong> Competitive analysis must always be combined with an analysis of your own strengths<\/li>\n<\/ul>\n<p><!-- CTA Box --><\/p>\n<div style=\"background:linear-gradient(135deg,#1e3a5f,#2563eb);color:#fff;padding:2rem;border-radius:12px;margin:2rem 0;text-align:center;\">\n<h3 style=\"color:#fff;margin-top:0;\">Would you like to systematically analyze and strengthen your competitive position?<\/h3>\n<p style=\"font-size:1.1rem;\">We support you with data-driven analyses and strategic consulting for your differentiation in the market.<\/p>\n<p><a href=\"https:\/\/pointofnew.at\/en\/business-model-innovation-services\/\" style=\"display:inline-block;background:#fff;color:#1e3a5f;padding:0.75rem 2rem;border-radius:8px;text-decoration:none;font-weight:600;margin-top:0.5rem;\">\u2192 Schedule a consultation now<\/a>\n<\/div>\n<p><!-- FAQ --><\/p>\n<div class=\"faq-section\" itemscope=\"\" itemtype=\"https:\/\/schema.org\/FAQPage\">\n<div>\n<h2 id=\"faq\">Frequently Asked Questions (FAQ)<\/h2>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">How often should a competitive analysis be conducted?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>A comprehensive analysis should be carried out at least annually. Digital monitoring measures (SEO, social media, prices) should be updated continuously or quarterly. In the event of market changes or before strategic decisions, an ad-hoc analysis is recommended.  <\/p>\n<\/div>\n<\/div>\n<\/details>\n<\/div>\n<div>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">Which tools are suitable for competitive analysis?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>For SEO analysis: Ahrefs, Semrush, Sistrix. For social media: Hootsuite, Brandwatch. For traffic estimates: SimilarWeb. For general research: Google Alerts, Crunchbase. The choice depends on the industry, budget, and depth of analysis.    <\/p>\n<\/div>\n<\/div>\n<\/details>\n<\/div>\n<div>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">How many competitors should I analyze?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>Focus on 5\u201310 relevant competitors: 3\u20135 direct competitors, 2\u20133 indirect, and 1\u20132 potential new market entrants. Depth is more important than breadth \u2013 a thorough analysis of fewer competitors is more valuable than a superficial analysis of 50. <\/p>\n<\/div>\n<\/div>\n<\/details>\n<\/div>\n<div>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">What is the difference between competitive and market analysis?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>Market analysis examines the overall market \u2013 size, growth, trends, customer segments. Competitive analysis focuses on the players in the market \u2013 their strategies, strengths, and weaknesses. Both complement each other and together form the basis for strategic decisions.  <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details style=\"background:#eaecee;border-radius:8px;padding:0;margin-bottom:0.75rem;\">\n<summary style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;list-style:none;\">Should competitive analysis focus on direct competitors or also indirect ones?<\/summary>\n<div style=\"padding:0 1.2rem 1rem 1.2rem;\">Analyze both, but pay special attention to indirect competitors and potential disruptors from adjacent industries. Kodak focused on film competitors while digital cameras (initially toys) disrupted them. Hotels focused on other hotels while Airbnb came from the sharing economy. Map your competitive landscape in concentric circles: direct competitors in the center, indirect alternatives in the next ring, and potential future threats in the outer ring. The most dangerous competition often comes from companies you don&#39;t initially consider competitors.<\/div>\n<\/details>\n<\/div>\n<\/div>\n<p><!-- Verwandte Begriffe --><\/p>\n<div style=\"margin-top:2.5em;padding-top:1.5em;border-top:1px solid #e2e8f0;\">\n<strong>Related terms:<\/strong><\/p>\n<div style=\"display:flex;flex-wrap:wrap;gap:0.5rem;margin-top:0.5rem;\">\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/swot-analysis\/\" style=\"color:#1a5276;text-decoration:none;\">SWOT Analysis<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/brand-positioning\/\" style=\"color:#1a5276;text-decoration:none;\">Brand Positioning<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/blue-ocean-strategy\/\" style=\"color:#1a5276;text-decoration:none;\">Blue Ocean Strategy<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/usp-unique-selling-proposition\/\" style=\"color:#1a5276;text-decoration:none;\">USP<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/pricing-strategy\/\" style=\"color:#1a5276;text-decoration:none;\">Pricing Strategy<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/disruptive-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">Disruptive Innovation<\/a><br \/>\n<a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">Business Model Innovation<\/a><br \/>\n<a href=\"\/glossar\/value-proposition\/\" style=\"color:#1a5276;text-decoration:none;\">Value Proposition Design<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/buyer-persona\/\" style=\"color:#1a5276;text-decoration:none;\">Buyer Persona<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-strategy\/\" style=\"color:#1a5276;text-decoration:none;\">Content Strategy<\/a>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Further reading Innovation Process: 5 Phases for Successful Innovation Business Model Canvas: Guide &amp; Examples for SMEs Digital Transformation for SMEs: A Guide Key takeaways: Competitive analysis is the systematic&hellip;<\/p>\n","protected":false},"author":1,"featured_media":24529,"parent":25140,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-25667","page","type-page","status-publish","has-post-thumbnail","hentry"],"featured_image_src":"https:\/\/pointofnew.at\/wp-content\/uploads\/2025\/07\/Point-of-New-Business-Model-Innovation-Benedikt-Hasibeder-scaled.png","_links":{"self":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25667","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/comments?post=25667"}],"version-history":[{"count":12,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25667\/revisions"}],"predecessor-version":[{"id":28312,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25667\/revisions\/28312"}],"up":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25140"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media\/24529"}],"wp:attachment":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media?parent=25667"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}