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Free Printable Competitor Analysis Templates [Outperform Competition]

    Unmasking the strategies, strengths, and weaknesses of industry rivals is no more a choice but a business necessity. In the fast-paced, ever-changing landscape of commerce, ‘Competitor Analysis‘ serves as the compass for business maneuvers.

    This article seeks to unfold the crux of a well-structured Competitor Analysis template, demystifying the crucial components that constitute an effective analytical tool. As we illuminate the nuts and bolts of this strategic blueprint, you’ll unearth the know-how to dissect competitor data, discern market patterns, and subsequently drive your business forward, fully equipped to challenge the competition.

    What is a competitor analysis?

    Competitor Analysis
    Competitor Analysis

    A competitor analysis is a strategic method where an organization identifies major competitors and researches their products, sales, and marketing strategies. By doing this, organizations can formulate strategies that take advantage of their competitors’ weaknesses, and improve their own business performance.

    This analysis allows organizations to understand their competitive advantages and disadvantages in comparison to competitors, helps predict competitor’s future strategies, and provides a solid base to develop and implement strategies that will provide a distinct marketplace advantage. The end product of this process is a comprehensive overview of where an organization stands in relation to its competition, providing critical insights that help in making informed business decisions.

    Competitor Analysis Templates

    Understanding marketplace competitors is essential for businesses seeking to differentiate and stand apart. Competitor analysis profiles rival strengths, weaknesses, offerings, and strategies. Competitor analysis templates facilitate thorough competitive intelligence gathering.

    The templates contain prompts to evaluate competitors across dimensions like products, pricing, market share, customers, marketing, distribution, and more. Features include side-by-side comparisons and SWOT analyses. Formatted tables drive methodical data collection for impactful reports.

    Competitor analysis templates enable businesses to efficiently profile and compare competitors. The guided format compels comprehensive research rather than incomplete, subjective impressions. Insights are quantified in sharable formats for strategic planning. With marketplaces driven by competition, analysis templates help businesses make smart moves based on intelligence rather than guesses. Just fill in the template blanks to generate insights that inform competitive advantage.

    Why do a competitor analysis?

    Conducting a competitor analysis is a crucial business activity with many beneficial reasons that justify its implementation. Here’s a detailed breakdown explaining why you should undertake a competitor analysis:

    Knowledge and Understanding

    Understanding your competitors is as critical as understanding your customers. It gives you a broad perspective of the industry landscape, helping you see how your business fits into that landscape. Competitor analysis can reveal key insights about industry trends, market demands, and customer preferences. It lets you understand what strategies are effective within your industry, and why some companies succeed while others fail. This understanding forms the basis for effective decision-making and strategic planning.

    Strategic Planning

    Competitor analysis is the foundation of a sound business strategy. It helps you identify your strengths, weaknesses, opportunities, and threats (SWOT) within the market. By recognizing your competitors’ strategies, you can find gaps that your business can fill, devise ways to differentiate your offerings, and understand how to position your brand in the market. Essentially, competitor analysis can guide you in developing strategies that will give you a competitive edge.

    Benchmarking Performance

    One of the key reasons to conduct competitor analysis is to measure your business performance against industry standards. By comparing your products, services, marketing efforts, and customer service with those of your competitors, you can identify areas where you are excelling or lagging behind. This benchmarking process allows you to pinpoint what needs improvement and strategize accordingly to enhance your performance.

    Risk Mitigation

    Identifying threats and assessing risks is a significant aspect of competitor analysis. The business environment is dynamic, with new competitors, shifting customer preferences, and emerging technologies. Through competitor analysis, you can anticipate potential risks associated with these changes and devise preemptive measures to mitigate them. It helps you be prepared and resilient in the face of market uncertainties.

    Inspiring Innovation

    Competitor analysis isn’t just about understanding what your competitors are doing right now—it’s also about predicting what they might do in the future. By understanding your competitors’ past and current strategies, you can anticipate their future moves. This proactive approach spurs innovation as it encourages your business to think ahead and be the first to introduce new products, services, or strategies to the market.

    Improving Customer Satisfaction

    Lastly, competitor analysis plays a vital role in enhancing customer satisfaction. By understanding your competitors’ customer service strategies and customer experiences, you can identify opportunities to improve your own customer service. This could involve anything from improving customer communication channels, enhancing after-sales service, or even simplifying the purchasing process. By doing so, you ensure your customers are happier and more satisfied than your competitors’.

    Benefits of a competitor analysis

    Conducting a thorough competitor analysis provides a wealth of benefits, essential for both strategic planning and effective decision-making in any business environment. Here’s a detailed breakdown of its benefits:

    Understanding Market Dynamics

    Competitor analysis allows you to grasp the intricacies of your market, including how your competitors operate, the strategies they employ, and the products or services they offer. This understanding can reveal market gaps, trends, or shifts that may offer opportunities for your business.

    Identifying Unique Selling Propositions (USPs)

    By examining your competitors’ offerings, you can identify your own unique selling points and differentiate your products or services. You’ll understand what makes your business unique and how to capitalize on those differences.

    Formulating Effective Strategies

    Insights from competitor analysis empower you to build strategic plans that are robust, realistic, and tailored to the market landscape. It helps you in anticipating competitor actions and developing counter strategies.

    Benchmarking Performance

    Understanding your competitors provides a benchmark against which to measure your own performance. You can compare your growth, market share, and customer perceptions against those of your competitors, helping to identify areas of strength and improvement.

    Mitigating Risks

    If you’re aware of your competitors’ strategies and actions, you’re better equipped to foresee potential threats. This knowledge allows you to mitigate risks, whether they stem from a new competitor entering the market or changes in market trends.

    Informed Decision-Making

    With detailed competitor analysis, decisions are based on data and facts rather than assumptions. This increases the likelihood of making the right decisions, from resource allocation to product development and pricing strategies.

    Improving Customer Understanding

    A competitor analysis often includes an exploration of competitor customer bases. This can reveal what customers value, how they behave, and their unmet needs – all of which can be addressed by your own customer strategy.

    Inspiring Innovation

    A good competitor analysis doesn’t just analyze current competitors, but also future ones. Identifying potential threats before they enter the market pushes your business to innovate, ensuring it remains competitive in the long term.

    Predicting Competitor Moves

    With a consistent competitor analysis, businesses can predict the likely strategies and actions of their competitors. This foresight provides an opportunity to react proactively rather than simply responding.

    Improving Products and Services

    By understanding what your competitors do well and where they fall short, you can ensure your own products and services are designed to exceed customer expectations, improving your overall market position.

    What to include in a competitor analysis

    A comprehensive competitor analysis covers multiple dimensions, each offering a unique perspective into your competitors’ operations and strategies. Here’s a detailed guide on what to include in your analysis:

    1. Competitor Identification: First, define your key competitors. These could be direct competitors (companies offering similar products/services targeting the same customer base) or indirect competitors (businesses offering different products/services but targeting the same needs or market segments). Remember, competition isn’t always local; consider global competitors too.
    2. Company Overview: For each competitor, gather information on their history, size, organizational structure, location(s), mission, vision, and values. These provide insights into their market approach and business ethos.
    3. Product/Service Analysis: Analyze your competitors’ products or services deeply. Look into their features, quality, pricing, packaging, branding, and product portfolios. Identify their best-selling products or services and try to understand why they’re successful.
    4. Market Position: Determine your competitors’ market position. What’s their market share? Who are their target customers? What’s their Unique Selling Proposition (USP)? This understanding can help you position your own offerings strategically.
    5. Marketing Strategies: Review their marketing and promotional strategies. Analyze their website, blog content, social media presence, advertising, SEO, event participation, customer communication, and more. This helps you understand what messaging and tactics work for your target market.
    6. Sales Strategies: Understand how they sell their products or services. Are they using online channels, physical stores, a direct sales force, third-party distributors, or a combination? Also, assess their sales techniques and incentives.
    7. Customer Experience: If possible, experience your competitors’ customer journey. Look at their purchasing process, customer service, after-sales service, and even return policies. Online reviews and testimonials can provide valuable insights here.
    8. Strengths and Weaknesses: Based on the above analysis, list each competitor’s strengths and weaknesses. Strengths could include a strong brand, superior customer service, or a broad product range. Weaknesses might be poor online presence, high pricing, or low product quality.
    9. Opportunities and Threats: These are external factors. Opportunities could include unfulfilled customer needs or emerging markets, while threats could be a new competitor or regulatory changes that could favor the competition.
    10. Financial Analysis: If your competitors are publicly traded companies, a wealth of financial data might be available, providing insights into their profitability, growth, investment in R&D, etc.
    11. Future Plans: Look for any clues regarding future plans. Press releases, news articles, and job postings can reveal a lot about a company’s strategic direction, like an upcoming product launch or market expansion.

    How to use the competitive analysis template

    Using the data gathered in your competitive analysis effectively is vital for it to be beneficial. Here’s a detailed, step-by-step guide on how to use the information you’ve obtained:

    Step 1: Strategize Based on Your Findings

    Take all the information you’ve gathered about your competitors and use it to shape your strategies. For instance, if you find that your competitors have a strong online presence, you might want to enhance your digital marketing efforts. If they are offering superior products or services, explore ways to improve yours. Align this information with your business goals to develop strategies that will give you a competitive edge.

    Step 2: Identify Your Competitive Advantage

    After analyzing your competition, figure out what sets you apart. This could be a unique product feature, superior customer service, or a strong brand reputation. Once you’ve identified your competitive advantage, communicate it effectively to your target audience. This helps customers understand why they should choose your product or service over the competition.

    Step 3: Benchmark Your Performance

    Use your competitors as a benchmark to evaluate your business performance. If your competitors are doing something particularly well, consider implementing similar strategies, provided they align with your business goals. Conversely, if there’s something they’re falling short on, make sure you excel in that area. Use the information to set targets for your business and continuously monitor your progress.

    Step 4: Mitigate Potential Threats

    If your analysis has revealed potential threats, like a new competitor entering the market or a competitor planning a major product launch, use this information to prepare. Develop strategies to counter these threats and protect your market share. This could involve enhancing your product offering, adjusting your pricing strategy, or launching a new marketing campaign.

    Step 5: Leverage Opportunities

    Your competitive analysis can also uncover potential opportunities. These might include market gaps that your competitors haven’t exploited, emerging trends they’re yet to adapt to, or customer needs they’re not meeting. Capitalize on these opportunities to grow your business and stay ahead of the competition.

    Step 6: Keep Your Analysis Current

    Markets and competitors change, so your competitive analysis should be an ongoing process. Regularly update your analysis to include new competitors, products, or strategies. This will allow you to stay proactive and make timely adjustments to your strategies.

    Step 7: Encourage Innovation

    Finally, use your competitive analysis to foster innovation within your organization. Identify areas where your competitors are leading and brainstorm ways to outdo them. Encourage your team to think creatively and challenge the status quo.

    Competitor Analysis Tools and Software

    Competitor analysis is a crucial aspect of strategic management and marketing that involves evaluating your competitors’ strengths and weaknesses. By understanding your competitors better, you can develop strategies that take advantage of your company’s strengths, improve weaknesses, and avoid potential threats from the competition.

    Here is a detailed guide to some of the top competitor analysis tools and software that can help you gain the upper hand:

    1. SEMRush

    SEMRush is a comprehensive SEO tool that provides competitor data, including organic search rankings, paid search advertisements, backlink data, keyword rankings, and more. It is particularly effective for analyzing a competitor’s online presence.

    1. Pricing: SEMRush offers a free version with limited capabilities, and its paid plans start from $99.95/month.
    2. Ease of Use: SEMRush is user-friendly with a clean, intuitive interface.
    3. Key Features: Traffic analytics, keyword research, backlink analysis, site audit, and more.
    4. Ahrefs

    Ahrefs is another robust SEO tool that excels in backlink analysis. It’s perfect for understanding your competitors’ backlink strategies and finding opportunities for your own site.

    1. Pricing: Ahrefs doesn’t have a free version but does offer a 7-day trial for $7. The paid plans start from $99/month.
    2. Ease of Use: Ahrefs is easy to navigate with comprehensive tutorials for beginners.
    3. Key Features: Site explorer, keywords explorer, site audit, rank tracker, content explorer, and more.
    4. BuzzSumo

    BuzzSumo specializes in content and social media analysis. You can discover the most-shared content for any topic or competitor.

    1. Pricing: No free version, paid plans start from $99/month.
    2. Ease of Use: BuzzSumo is straightforward and easy to use.
    3. Key Features: Content discovery, content insights, influencer marketing, content alerts, and competitor analysis.
    4. SpyFu

    SpyFu is great for understanding your competitor’s PPC (Pay Per Click) strategies. It allows you to see every keyword they’ve bought on Google Ads, every organic rank, and every ad variation in the last 13 years.

    1. Pricing: No free version, paid plans start from $39/month.
    2. Ease of Use: SpyFu is easy to use with a friendly interface.
    3. Key Features: SEO competitor analysis, PPC competitor research, keyword research, domain comparisons, and more.
    4. SimilarWeb

    SimilarWeb provides insights into website traffic, engagement, and overall performance of your competitors’ websites.

    1. Pricing: Free version with limited data, premium plans available with custom pricing.
    2. Ease of Use: SimilarWeb is straightforward with easy navigation.
    3. Key Features: Website analysis, industry analysis, app analysis, and more.
    4. MOZ Pro

    MOZ Pro offers a complete set of SEO tools that include keyword research, link building, site audits, and page optimization insights.

    1. Pricing: No free version, paid plans start from $99/month.
    2. Ease of Use: MOZ Pro is user-friendly, especially with their highly praised customer service.
    3. Key Features: Site audits, rank tracking, backlink analysis, keyword research, SEO toolbar, and more.

    Choosing the Right Tool

    When deciding which competitor analysis tool to use, consider your specific needs, budget, and the learning curve associated with each tool. Many of these tools offer free trials, which can be an excellent way to test out their capabilities and see if they’re a good fit for your needs.

    How to create a competitor analysis template

    Creating a competitor analysis template can be an effective way to organize and compare data on your competitors. Here is a step-by-step guide to build a robust and comprehensive competitor analysis template:

    Step 1: Identify Competitors

    Begin by listing the competitors you want to analyze. These could include both direct competitors (those offering similar products or services to the same audience) and indirect competitors (those whose products or services could substitute yours).

    Step 2: Set the Parameters for Analysis

    Next, decide on the key parameters you will use for the analysis. These can include company details, products or services, pricing, marketing strategies, strengths and weaknesses, market position, customer reviews, and so on. The parameters you choose will depend on what information is most valuable for your business.

    Step 3: Create a Table or Matrix

    Build a table or a matrix using a spreadsheet or a similar tool. Make columns or sections for each competitor and rows or sub-sections for each parameter you decided on in step 2.

    Step 4: Gather and Input Data

    Now, begin collecting information on each competitor based on your chosen parameters. This might involve examining their website, products, marketing materials, customer reviews, and any other relevant sources. Once you’ve gathered the information, input it into your table or matrix.

    Step 5: Conduct SWOT Analysis

    Using the information you’ve collected, conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis for each competitor. Strengths and weaknesses are internal factors unique to the competitor, while opportunities and threats are external factors arising from the industry or market conditions.

    Step 6: Evaluate the Information

    Analyze the information you’ve collected. Look for trends, patterns, or standout details that could affect your business. For instance, you might discover that most competitors are focusing on a particular customer demographic, revealing a potential opportunity in another segment.

    Step 7: Update the Template Regularly

    Keep in mind that a competitor analysis is not a one-time task. Businesses evolve, new competitors emerge, and market conditions change. Therefore, regularly update your template to reflect these changes.

    Step 8: Actionable Insights

    Lastly, turn the insights from your competitor analysis into action. Use the data to refine your strategies, improve your products or services, and better meet your customers’ needs.


    Why is competitor analysis important?

    Competitor analysis provides valuable insights that help businesses make informed decisions and develop effective strategies. It allows companies to understand their position in the market, identify opportunities and threats, discover competitive advantages, and stay ahead of the competition. By studying competitors, businesses can gain a better understanding of customer preferences and market trends.

    How often should competitor analysis be conducted?

    The frequency of conducting competitor analysis depends on various factors, including the industry, market dynamics, and the pace of change. However, it is generally recommended to conduct competitor analysis on a regular basis, at least annually, to stay updated on market trends, competitor strategies, and industry developments. Additionally, it is crucial to conduct competitor analysis when launching a new product or entering a new market to gain a deeper understanding of the competitive landscape.

    How can I identify my direct competitors?

    To identify your direct competitors, you can start by researching companies that offer similar products or services to the same target market as your business. Look for companies that operate in the same industry or niche, have a similar value proposition, and target a similar customer base. You can conduct online searches, review industry directories, study market reports, and analyze customer feedback to identify potential direct competitors.

    What is the difference between direct and indirect competitors?

    Direct competitors are businesses that offer similar products or services to the same target market as your business. They are often in direct competition with you for customers and market share. Indirect competitors, on the other hand, offer different products or services but satisfy the same customer need or want. While they may not compete with you directly, they can still capture a portion of your target market. For example, a fast food restaurant and a food delivery service may be direct competitors, while a grocery store selling ready-to-eat meals can be considered an indirect competitor.

    How can I gather information about my competitors’ pricing strategies?

    Gathering information about competitors’ pricing strategies can be done through various methods. You can monitor their websites and online stores to check their product prices. Additionally, sign up for their mailing lists or newsletters to receive pricing updates and promotions. You can also visit their physical stores or contact them directly posing as a potential customer to inquire about pricing. Industry publications, market research reports, and trade associations may also provide insights into competitors’ pricing strategies. Lastly, analyzing customer reviews and feedback can offer clues about how customers perceive competitors’ pricing.

    What are some common sources of information for competitor analysis?

    Some common sources of information for competitor analysis include:

    1. Competitors’ websites: Analyzing their websites can provide insights into their products, services, messaging, and target audience.
    2. Annual reports and financial statements: These documents provide information about competitors’ financial health, revenue, profitability, and growth.
    3. Social media and online presence: Monitoring competitors’ social media accounts and online activities can reveal their marketing strategies, customer engagement, and brand positioning.
    4. Industry publications and reports: Research reports, industry magazines, and news articles can provide valuable information on market trends, competitor strategies, and industry developments.
    5. Customer feedback and reviews: Analyzing customer feedback and reviews on various platforms can provide insights into competitors’ product strengths and weaknesses.
    6. Trade shows and conferences: Attending industry events allows you to observe competitors’ product demonstrations, marketing campaigns, and customer interactions.
    7. Interviews or surveys with customers: Gathering direct feedback from customers about their experiences with competitors’ products or services can provide valuable insights.
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    Betina Jessen

    Betina Jessen

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