Competitive analysis

What is the purpose of competitive analysis?

In a business context, the aim of competitive analysis is to identify as many companies as possible that are competing for the same demand and to work out their strengths and weaknesses relative to the common target markets. Competitive analysis is already relevant when a new company is founded, but is also carried out again later in a more specific form when new products and services are introduced.

If the competitive analysis takes place before a new company is founded, the results form the basis for the market entry and market protection strategy. Otherwise, the competitive analysis serves as an upstream discussion about the introduction of new company services and the establishment of new strategic business areas. Competitive analyses are usually planned and carried out by marketing experts who have often studied business administration. Many factors are taken into account in an SEO competitive analysis, including online competition, the various markets for multilingual websites and the associated service portfolio in the search engine context.

Three key questions are answered as part of the competitive analysis: