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Competitor Analysis

Competitor analysis is a first and obligatory step in elaboration the proper corporate marketing strategy and creating sustainable competitive advantage. It is actively used for:

  • development a marketing strategy,
  • elaboration the assortment, price and product policy,
  • forecasting of the sales plan,
  • development the product promotion strategy,
  • detection of opportunities and threats.

Competitor analysis includes detailed research of environment in which organization is operating and activities of the main players in given field, their strategies, intentions and opportunities, also includes the Porter’s five forces analysis, Value chain analysis and ends by detailed SWOT analysis of competitors. The main goal of competitor analysis in any field is obtaining sufficient information and assessment of the strengths and weaknesses of current and potential competitors, that's why is important to make systematically the competitor analysis.

The competitor analysis contains obligatory the steps for:

  • detailed research your industry,
  • definition of competitors,
  • determining target market and customers,
  • definition key success factors for your industry.

During this entire study and analyze process are created illustrative diagrams, charts, matrices to visually represent analyze and research results with a goal of easy strategic decision making and to develop the unique correct marketing strategy, effective branding strategy and positioning strategy. It is incredibly convenient to make them using the powerful opportunities of numerous solutions from ConceptDraw Solution Park.

Use for effective competitor analysis:

Marketing area, Marketing Diagrams solution: Five Forces Model,

Porter's five forces analysis is a framework developed in 1979 by Michael E. Porter which is based on the paradigm structure–conduct–performance and describes 5 structure units inherent for each industry. Porter's five forces analysis is used for understanding the industry's structure, for assessing and analysis the competitiveness, for developing business strategy, for building the competitive advantage and long-term profitability of the product.

Porter’s five forces analysis is actively used to identify the market attractiveness and potential profitability of new products and services, for determining competitive intensity and areas of strength, and helps companies to improve weaknesses and become more profitable.

Six Markets Model.

Referral markets, supplier markets, internal markets, recruitment markets, influence markets, and customer markets are six main markets for marketing. This Six Markets Model illustrates them all. It is important for organization to actively interact with internal and external environment, the Six Market Model helps the organization to study and analyze the key market domains and the stakeholders.

Six Markets Model

Marketing area, Matrices solution: Ansoff Matrix,

The Ansoff Matrix developed by Igor Ansoff is a strategic planning tool that devises and highlights four main growth strategies of the company. The main of them is diversification strategy which requires a company to create new products, to acquire new skills, to learn new markets and new techniques with a goal to increase the sales volumes.

Porter's Value Chain,

Porter’s Value chain concepts includes 9 steps and helps to differentiate the company's products by analyzing the chain of events which occur within a given company - beginning from the purchase of raw materials to the delivery of goods and post sales service.

Positioning Map,

Positioning Map is used in marketing to create effective market positioning strategy for a new product, product line, brand or service, and defines quality of products / services in relation to other similar competitive products.

Boston Market Growth — Share Matrix (BCG),

Growth — Share Matrix developed by Bruce D. Henderson for the Boston Consulting Groups is an analytical tool which is widely used by corporations in product management, strategic management, brand marketing, portfolio analysis, and helps them analyze their product lines.

Feature Comparison Chart,

The Feature Comparison Chart is one of the basic competitor analysis tools. This Competitive Feature Comparison chart is a matrix which lets visually represent, compare and analyze the features and functionality of competitive products or services.

Competitive Strategy Matrix,

This Competitive strategy matrix describes the strategies and categories used by businesses to achieve the competitive advantage: cost focus, cost leadership, differentiation and differentiation focus. Cost focus and differentiation focus are narrow in scope, two other categories are relatively broad in market scope.

Quality Function Deployment Chart,

Quality function deployment (QFD) is a method which helps transform the customer needs into engineering characteristics of a product or service. Quality function deployment diagrams and matrices define the product requirements, characteristics, priorities and set the development targets for products.

Customer Types Matrix,

This Customer types matrix distributes the customers into four categories: one-time customers and customers who exploit relationships - they have short-term relations with suppliers; loyal customers and relationship seekers which have long-term relations with suppliers. At that, one-time customers and loyal customers categories are characterized by the distance in relations with suppliers, while two other categories have a proximity in relations with them.

Porter's Generic Strategies Matrix.

Generic strategies developed by Porter in 1980 describe how a company achieves and maintains the competitive advantage in its market area. Three Porter's generic strategies can be applied to any business, and are defined along two dimensions: strategic scope and strategic strength. Strategic scope is a demand-side dimension and strategic strength is a supply-side dimension.

Marketing area, Pyramid Diagrams: Market Value Pyramid,

A Market value is the most probable price at which a product or service can be sold on the open market in a competitive environment. The market value pyramid is used to develop effective marketing strategy and has 5 levels: Essence, Competitive positioning, Customer benefits, Product / Service features, Internal capabilities.

Social Strategy Pyramid,

Social marketing combines marketing concepts with other approaches, progressive researches and practices, influences behaviors and has a goal to benefit people. This social strategy pyramid diagram includes 5 levels: Cultural strategy, Relashionship strategy, Content strategy, Distribution strategy, Actions.

Purchase Funnel.

The purchase funnel is a marketing model oriented on consumers which depict the whole path to the purchase of a product or service, which includes five steps: awareness, opinion, consideration, preference, and purchase.

Marketing area, Target and Circular Diagrams: Brand Essence Model Diagram,

Brand Essence is the emotional essence of the brand formulated in few words. Brands are more than simply product names, they create an emotional connection with the buyer, reduce the time of goods selection at the store and of decision making about their purchase. Brand Essence Model Diagram helps to structure the information and describes the key arguments for the choice of brand - attributes, benefits, positioning, personality, and some other characteristics.

Macro-Micro Environmental Forces Diagram,

There are two types of external marketing environments: micro and macro. The factors of these environments greatly influence when creating a marketing strategy. Both micro and macro environment factors are represented on this diagram.

Macro-Micro Environmental Forces Diagram

Marketing Mix Diagram,

This diagram depicts the marketing mix business tool which associates the brand or product with the main factors - price, promotion, and distribution, because it's important to place the right product with a right price, at the right time and in the right place.

Target Market Diagram.

A target market is the most profitable group of market segments for an enterprise, on which is directed its activities. A target market for each product defines in result of research of different target markets. Correct positioning and precise definition of the target market and target audience are determining factors for the product's success.

Management area, SWOT and TOWS Matrix Diagrams solution, SWOT Matrix,

SWOT Matrix for competitive analysis allows to represent and compare the strengths, weaknesses, opportunities and threats of competitors. It is a powerful analytic tool which helps companies to summarize the risks and opportunities for any company across the value chain.

Competitor Analysis. SWOT Matrix

TOWS Matrix.

TOWS Matrix is an important tool used to evaluate the threats, opportunities, strengths, and weaknesses, and to formulate four types of strategies for an organization: SO (strength-opportunities), WO (weakness- opportunities), ST (strength-threats), and WT (weakness-threats).

Competitor Analysis. TOWS Matrix

Management area, Organizational charts solution, Organizational Chart.

Organizational chart visually represents the structure of an organization and the relationships between its parts and positions, and allows compare the efficiency of organizational structures of competitive companies.

Competitor Analysis. Organizational Chart

Management area, Timeline Diagrams solution, Timeline Diagram.

Timeline Diagram depicts events and time periods on a chronological scale and allows chronologically compare the market activity of competitors.

Competitor Analysis. Timeline Diagram

Graphs and Charts area, Area Charts solution, Area Chart.

Area Chart allows to visualize changes in values by visually filling in with color the area formed beneath a line that connects data points. Area charts are successfully used to depict the cumulative totals over time.

Competitor Analysis. Area Chart

Graphs and Charts area, Bar Graphs solution, Bar Chart.

Bar Chart is a chart which represents the data using the rectangular bars located vertically or horizontally and having specific heights / lengths proportional to the values that they represent.

Competitor Analysis. Bar Chart

Graphs and Charts area, Divided Bar Diagrams solution, Divided Bar Diagram.

A Divided Bar graph is a type of diagram used for visual representation of the collected information and numerical data. It is a rectangle divided into smaller rectangles along its length in proportion to the data.

Competitor Analysis. Divided Bar Diagram

Graphs and Charts area, Histograms solution, Histogram.

Histogram is one of the seven basic tools of the quality control. It illustrates the numerical data broken into intervals and gives the graphical view about the density of distribution the data.

Competitor Analysis. Histogram

Graphs and Charts area, Line Graphs solution, Line Graph.

Line Chart is a diagram which allows to compare two variables, depict the change of data over time as a series of data points connected by straight line segments.

Competitor Analysis. Line Graph

Graphs and Charts area, Pie Charts solution, Pie Chart.

Pie Chart is represented as a disk divided into sectors which visualize the percentage of parts to one total and allows compare them.

Competitor Analysis. Pie Chart

Graphs and Charts area, Picture Graphs solution, Image Chart.

Image Chart is a type of a bar graph, which visually represents data in various categories using pictures.

Competitor Analysis. Image Chart

Graphs and Charts area, Scatter Diagrams solution, Scatter Chart.

A Scatter Chart displays the data as a set of points with Cartesian coordinates determined by the values of two variables, and is used to visualize how a change of one variable affects another. It is also used for identifying potential nonlinear and linear relationships between variables.

Competitor Analysis. Scatter Chart

Solutions from Dashboards area:

  • Comparison Dashboard
  • Composition Dashboard
  • Correlation Dashboard
  • Frequency Distribution Dashboard
  • Meter Dashboard
  • Spatial Dashboard
  • Status Dashboard
  • Time Series Dashboard

let design wide variety of corresponding dynamic dashboards for competitive analysis attached to outside data sources, depict the charts and visual indicators to compare and analyze different business metrics of competitors, the Spatial dashboard thematic maps allow represent the distribution of quantitative business metrics by territories.

Example 1. Competitor Analysis

Strategy tools

ConceptDraw DIAGRAM is a powerful management drawing software which provides numerous helpful and effective business strategy tools. ConceptDraw DIAGRAM is a powerful management drawing software which provides numerous helpful and effective business strategy tools. Value chain analysis, Porter’s five forces analysis, SWOT analysis, Four corner’s analysis, PEST analysis, BCG matrices, and many other analytical methods are used in strategic analysis. All these strategy tools offered in quantity by multiple solutions of ConceptDraw Solution Park help the companies and businesses to develop, realize and analyze effectively their strategic plans and easy achieve a sustained competitive advantage.

Management Drawing Software

Example 2. Management Drawing Software

ConceptDraw DIAGRAM is the best Management Drawing Software - no other software gives you all this:

  • Design and document using a wide range of pre-drawn management shapes and smart connectors.
  • Great value for the money, only US$199.
  • Free technology support.
  • Free examples and built-in templates to help you draw management diagrams rapidly.

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Pyramid Diagram

pyramidaPyramid Diagrams. 5 level pyramid model of information systems types
Picture: Pyramid Diagram
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Process Flowchart

When trying to figure out the nature of the problems occurring within a project, there are many ways to develop such understanding. One of the most common ways to document processes for further improvement is to draw a process flowchart, which depicts the activities of the process arranged in sequential order — this is business process management. ConceptDraw DIAGRAM v12 is business process mapping software with impressive range of productivity features for business process management and classic project management. This business process management software is helpful for many purposes from different payment processes, or manufacturing processes to chemical processes. Business process mapping flowcharts helps clarify the actual workflow of different people engaged in the same process. This samples were made with ConceptDraw DIAGRAM v12 — business process mapping software for flowcharting and used as classic visio alternative because its briefly named "visio for mac" and for windows, this sort of software named the business process management tools. This flowchart diagram shows a process flow of project management. The diagram that is presented here depicts the project life cycle that is basic for the most of project management methods. Breaking a project into phases allows to track it in the proper manner. Through separation on phases, the total workflow of a project is divided into some foreseeable components, thus making it easier to follow the project status. A project life cycle commonly includes: initiation, definition, design, development and implementation phases. Distinguished method to show parallel and interdependent processes, as well as project life cycle relationships. A flowchart diagram is often used as visual guide to project. For instance, it used by marketing project management software for visualizing stages of marketing activities or as project management workflow tools. Created with ConceptDraw DIAGRAM v12 — business process mapping software which is flowcharting visio alternative or shortly its visio for mac, this sort of software platform often named the business process management process flowcharts, flowchart symbols, process flow diagram, workflow diagram, flowchart maker
Picture: Process Flowchart
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Bar Chart Examples

Complete set of bar chart examples is produced using ConceptDraw software. Surfing bar chart examples you can find an example that is the best for your case.Vertical bar chart example - Global competitiveness index infrastructure score
Picture: Bar Chart Examples
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Basic Flowchart Symbols and Meaning

While creating flowcharts and process flow diagrams, you should use special objects to define different statements, so anyone aware of flowcharts can get your scheme right. There is a short and an extended list of basic flowchart symbols and their meaning. Basic flowchart symbols include terminator objects, rectangles for describing steps of a process, diamonds representing appearing conditions and questions and parallelograms to show incoming data. This diagram gives a general review of the standard symbols that are used when creating flowcharts and process flow diagrams. The practice of using a set of standard flowchart symbols was admitted in order to make flowcharts and other process flow diagrams created by any person properly understandable by other people. The flowchart symbols depict different kinds of actions and phases in a process. The sequence of the actions, and the relationships between them are shown by special lines and arrows. There are a large number of flowchart symbols. Which of them can be used in the particular diagram depends on its type. For instance, some symbols used in data flow diagrams usually are not used in the process flowcharts. Business process system use exactly these flowchart symbols.Flowchart Symbols and Meaning, workflow diagram symbols, process flow diagram symbols
Picture: Basic Flowchart Symbols and Meaning
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Target Diagram

Target Diagram is a convenient and visual way of presentation information which is popular and widely used in marketing, business and economics. ConceptDraw DIAGRAM v12 diagramming and vector drawing software extended with Target and Circular Diagrams solution from the Marketing area of ConceptDraw Solution Park is ideal for fast and easy drawing a Target Diagram.Target Diagram
Picture: Target Diagram
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Types of Flowcharts

A flowchart is a simple but very functional tool when it comes to understanding a workflow or to removing unnecessary stages from a process. When drawing flowcharts, keep in mind that there are four common types of flowcharts, like document flowcharts and data flowcharts that show control over a data or document flow over a system. To show controls on a physical level, use system flowcharts. In addition, to show controls in a program, you can draw a program flowchart. This flowchart diagram represents the piece of an article editing process, that involves the author and editor. It was created using the Basic Flowchart notation that consists from the basic flowchart symbols. The start and the end of the process are indicated with "Terminator" symbols. The "Process" symbols show the action steps consisting from making edits and searching for a compromise, when the author does not agree with the suggestions of the editor . The "Process" symbol is the general symbol in process flowcharts. The "Decision" symbol indicates a branching in the process flow. There are two branches indicated by a Decision shape in the current flowchart (Yes/No, Disagree/Agree). This basic flowchart can be used as a repeating unit in the workflow diagram describing the working process of some editorial office.Types of Flowcharts
Picture: Types of Flowcharts
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IDEF1X Standard

Use Case Diagrams technology. IDEF1x standard - for work with relational data bases. IDEF1x standard is meant for constructing of conceptual schemes which represent the structure of data in the context of the concerned system, for example, a commercial organization.IDEF1x standard diagram example
Picture: IDEF1X Standard

Draw Fishbone Diagram on MAC Software

This method of problem analysis is widely used in IT, manufacture industries and chemical engineering. If you want to take a fresh look on your problem, you can draw a fishbone diagram with ConceptDraw DIAGRAM v12 software, which supports both MAC OS and Windows. You can see and download fishbone diagram samples and templates in ConceptDraw Solution Park. This Fishbone (Ishikawa) diagram can be applied as template for performing the cause and effect analysis of a service industry problems. It can help to determine factors causing problems. Causes in this diagram are categorized according to the 4S’s principle that means Surroundings, Suppliers, Systems and Skills. Grouping causes allows to reveal main interactions between different events. This diagram was made using ConceptDraw Fishbone diagrams solution. It can help to reveal the causes effected a complicated issue. Of course it can be used together with other methods of approaching to the problem solving.Draw Fishbone Diagram on MAC Software
Picture: Draw Fishbone Diagram on MAC Software
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Pyramid Chart Examples

When we think of an hierarchy, we intuitively imagine a pyramid. Thus, a lot of management tools use pyramid charts as examples or illustrations of various documents or models. You can create any type of triangle diagram using ConceptDraw DIAGRAM v12 A triangle (pyramid) diagram is often used in marketing to show the data hierarchy. This pyramid diagram represents the Top Brand Model. It illustrate the model of rebranding strategy. It can be used by marketing agency dealing with rebranding strategies development. It’s critical for marketing diagrams to be both clear and eye catching. ConceptDraw Pyramid diagrams solution meet all these requirements and can be successfully applied for creating and presenting various marketing pyramidal diagrams.Pyramid Diagrams. Cosystem goods and services
Picture: Pyramid Chart Examples
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Structured Systems Analysis and Design Method (SSADM) with ConceptDraw DIAGRAM v12

A waterfall model describes software development process as a sequence of phases that flow downwards. SSADM is one of the implementations of waterfall method. It’s easier to learn about structured systems analysis and design method (SSADM) with ConceptDraw DIAGRAM v12 because this software has appropriate tools for creating data flow diagrams. You can use all the three main techniques of SSADM method with special tools and predesigned templates. This data flow diagram illustrates the Structured Systems Analysis and Design Method. This method method considers analysis, projecting and documenting of information systems. Data flow models are the most important elements of SSADM and data flow diagrams are usually used for their description. It includes the analysis and description of a system as well as visualization of possible issues.Payment Data Flow Diagram Example
Picture: Structured Systems Analysis and Design Method (SSADM) with ConceptDraw DIAGRAM v12
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