Competitive Landscape

Understand your competitors and where you can win.

Assessing the competitive landscape is crucial for any company to identify its position in the market, understand its competitors, and develop strategies to maintain or improve its competitive advantage. We'll help you undertake an assessment and acknowledgement of competitive forces that will shape your approach to your strategy.

Type

Framework

Time

60 minutes

Group size

4-12 people

Best as

Strategic framework

In depth

A little more detail.

We begin by identifying the main competitors in your industry, including direct competitors (those offering similar products or services) and indirect competitors (those offering alternative solutions to the same customer needs).

We can then analyse each competitor to understand their key strengths and weaknesses, as well as potential opportunities and threats they pose.

We'll assess their product/service offerings and compare them to yours. This can identify gaps or opportunities for differentiation, as well as potential threats from new product launches or innovations.

We'll also consider the market share of each competitor to understand the distribution of customers and the size of each player in the market. This will help you gauge the level of competition and potential market growth opportunities.

We can also look at pricing strategies, marketing and distribution, customer experience, identifying areas where they excel or underperform.

The competitive landscape is dynamic, and regular analysis is essential to stay informed about changes and adjust your strategies accordingly. It's worth setting up a systematic process for reviewing and updating your competitive landscape analysis periodically.

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Outcomes

What you'll leave with.

When to use it

Use Competitive Landscape when a team needs to understand its position in the market before setting strategy. Mapping direct and indirect competitors, and their strengths and weaknesses, surfaces where the organisation can differentiate and where it is exposed.

Use it when

You are shaping strategy and need a clear read on the competition.
The team assumes it knows its rivals but has never mapped them systematically.
You want to find gaps in the market and points of genuine difference.

Not the right tool when

You need to look at the wider forces beyond competitors. Use PESTLE.
The focus is your own internal strengths and weaknesses. Use SWOT.

Used in

Workshops that feature this tool.

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Use it with your team

This tool works best in a well-facilitated room.

Using this tool with a skilled facilitator means that discussions are focused, time is used efficiently, and the group moves toward consensus, making the session productive and impactful.

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