Sample Marketing Plan Article
Should Your Business Plan Include A Competitor Analysis?
Competition is common in business, and it’s not something we can easily ignore. You wouldn’t want your products not to sell simply because your competitor is offering the same type of product at cheaper prices. And in that case, you will seriously need to analyze the competition. Finding out about the competitors and their information would be really worth it for your business.
The first thing to do is to identify all your competitors, regardless whether they are direct or indirect. There are many ways to do this; you can do it online or offline. But commonly the best is to visit your competitor’s store or center, and get the information you need. This would include prices, services, products offered, and many more.
Alternatively you can seek the customers directly and ask for their opinion on the store you’re visiting. And if possible, buy something from the company, at least just to get the feeling of being an actual customer, and what exactly you are competing against. At this point, you can get a better sense of the business and how they treat their customers; in which you can learn lots of things.
After all the collection of the data; it’s now the processing time. Analyzing will help you discover their weak spots, which you can improve in your business. You can also see certain areas in which you can’t compete, and you’ll learn the big picture to make things better; what you can strengthen, make better, and improve. But seeing is not enough. You need to set goals which are realistic, cost effective, appealing, and problem-solving, to implement the improvements and strength into your business.
Some people don’t understand why it’s important to have a competitive analysis. Well the answer is very simple; you will be one step ahead of your competition, and you can avoid any mistakes that new businesses make such as wasting time and money on marketing that is not effective, targeting the wrong groups of customers, unsatisfactory products, and improper pricing.
Whether you’re changing or starting a new business, you will need a competitive analysis especially at the beginning. It’s something for your advantage, because you learn so many things. In this era of business world, the global market is full of competition, and not doing an analysis is equivalent to business suicide. Also, almost all businesses and becoming very creative these days with advancement of technology, which is constantly changing. In that case, you really need to catch up.
There are many personal advantages to this. One important benefit is that you can basically foresee the changes happening in the market. This is very beneficial because it can give you enough space and edge to make your business really successful. Secondly, you can easily predict what your competitor is up to. This will allow you the space to go ahead before your competitor does, which brings in further profit and success into the company. And of course, this analysis can also help you to find new customers. This makes you stand ahead of the competition easily.
Not to forget the learning part. You basically learn many things by doing a complete and comprehensive competitive analysis. One example would be the past failures and success of other business and competitors in the industry, how and what caused these failures and success, and how to follow and not to follow the steps. It goes back to the common belief of ‘you learn by mistakes’, but in this case, mistakes of others.
Also, you will learn about new technologies and products that are related to your business and industry. By looking at your competitor who might be using something that helps them to boost business, you can implement the system or even a better one into yours too. Only by doing the competitive analysis you will discover all these, and won’t be left behind.
Besides all the above, there are also many other benefits in doing a complete and comprehensive competitive analysis. This can help you in making better mergers in the future, or even acquiring other businesses. In short, coming up with a very good competitive analysis will lead you to a better chances of success in your business.
