What Is Competitor Mapping and How to Use It

By Thomas Bennett Financial expert at Priceva
Published on February 5, 2024
Competitor mapping is a strategic process used by businesses to visually analyze and understand their position in the market in relation to their competitors. This technique is a crucial element of competitive analysis, serving as a powerful tool to gather detailed insights into competitors' strategies, strengths, weaknesses, and market presence. By engaging in competitor mapping, businesses can effectively evaluate their products or services and devise robust marketing strategies to gain a competitive advantage. The process entails identifying both direct and indirect competitors, analyzing their tactics, and using this information to enhance one's market standing.

Definition of Competitor Mapping

Competitor mapping transcends conventional competitive analysis by offering a strategic, visual approach to understanding a business's position in its industry. This process involves an in-depth examination of not just who the competitors are, but how a company's products or services, marketing strategies, and overall business approach compare to those of its rivals. The essence of competitor mapping lies in its ability to provide a clear, visual representation of a company's competitive landscape, making it easier to identify both direct and indirect competitors.

A comprehensive competitor map serves as a critical tool for businesses to assess their competitive advantage and make informed decisions. By identifying the main competitors in the same category and analyzing their product features, pricing strategies, and marketing efforts, a business can gain insights into its own strengths and weaknesses. This analysis extends to reviewing social media strategies, search engine results, and customer feedback, which are vital in understanding how customers perceive both their own and their competitors' offerings.

The process of competitor mapping also involves conducting thorough online research, including exploring online communities and industry reports, to stay updated on market trends and future developments. By doing so, businesses can identify new areas for growth and adjust their strategies accordingly. Additionally, competitor mapping helps in SWOT analysis, allowing businesses to develop effective strategies based on a solid understanding of their unique selling proposition and target markets.

This analytical approach not only aids in developing marketing tactics but also ensures that a business's marketing efforts are aligned with its target audience's needs and preferences. It helps businesses to adapt to growing market demand, find competitors, and understand their position in the entire market. Competitor mapping is not just about creating a competitive chart or map; it's about using all the data gathered to gain actionable insights, helping businesses to compare their success against their competitors, develop strategies that exploit market opportunities, and create solutions that address market gaps. This process is essential for any business looking to maintain a competitive position and achieve long-term success in a constantly evolving market.

Importance and Benefits

The significance of competitor mapping is profound in the realm of business strategy. This method is pivotal in recognizing both potential opportunities and threats within the market. By analyzing the strengths and weaknesses of direct and indirect competitors, businesses can fine-tune their marketing strategies, thereby enhancing their competitive stance. Competitor mapping provides actionable insights, enabling businesses to craft targeted strategies that resonate more effectively with their intended market and audience. This analytical tool is crucial for conducting a SWOT analysis, helping businesses capitalize on their competitive advantages and preparing them for future market shifts. Moreover, the regular updating of a competitor map is crucial for a business to remain at the forefront of market changes, adapt to industry trends, and meet the evolving demands of its target audience.

In competitor mapping, businesses use various tools and techniques to gather and analyze data. These include visual competitor analysis tools, online research, and reviewing social media strategies of competitors. By identifying the main competitors and assessing their marketing efforts and customer feedback, businesses can create solutions that address the gaps in their own strategies. This process involves not just a comparison of products and services but also an examination of the company's overall market effectiveness, brand strengths, and target audience engagement. Effective competitor mapping leads to a deeper understanding of the competitive landscape and provides a roadmap for developing effective strategies to enhance a company's market position.

Steps for Creating a Competitor Map

Creating a comprehensive competitor map involves several steps. It begins with selecting key competitors for analysis and defining a specific business focus area. Gathering relevant data on your company and competitors, identifying internal strengths and external perceptions, and assessing the competitive landscape to find gaps are crucial. The process also includes using optimization tactics to fill these gaps.

Choose Direct and Indirect Competitors

The first step in competitor mapping is to identify who your competitors are. This includes both direct competitors (those who offer a similar product or service) and indirect competitors (those in related fields or who are search competitors). It's essential to regularly update this list to reflect changes in the market and include any new entrants. Using competitor analysis tools can aid in this process.

Select a Business Focus Area

After identifying your competitors, select a specific area of your business to focus on. This could be anything from marketing strategies to product features or customer service. Narrowing your focus helps in gathering more relevant and detailed information. Conducting a SWOT analysis of this focus area can provide valuable insights into your internal strengths and weaknesses as well as external opportunities and threats.

Identify Brand Strengths and Perceptions

Analyze how your brand is perceived in the market. This involves monitoring social media, reviewing customer feedback, and understanding your brand's strengths and weaknesses. It's about more than just what you offer; it's about how customers perceive what you offer. Tools for reviewing social media and customer feedback can be particularly useful here.

Find Areas for Improvement

Regularly track your competitors' activities and strategies. This can reveal what they are doing successfully and where there might be gaps or opportunities in the market. Compare their strategies and performance with yours to identify where you can improve. This might include adopting successful marketing tactics used by competitors or finding a niche they haven't yet exploited.

Make Visual Comparison List

Once you have gathered all the data, create a visual competitor map. This should include key information about your own business and that of your competitors. The visual representation makes it easier to spot trends, gaps in the market, and areas where you can gain a competitive advantage.

By following these steps, you can create a comprehensive competitor map that not only highlights your position in the market but also reveals opportunities for growth and improvement. Remember, competitor mapping is not a one-time activity; it should be an ongoing process that adapts as the market and your competitors change.

Examples of Competitor Mapping Analysis Areas

Product and Service Quality
One of the primary areas of focus in competitor mapping is the quality of products or services offered. This involves comparing your product features, performance, and user satisfaction against those of your competitors. Using visual graphs to represent product quality ratings and reviews can provide clear insights into where your products stand in relation to the competition.

Pricing Strategies
Another critical area for comparison is pricing. Understanding how your pricing strategies stack up against your competitors is essential. This includes not just the price points but also any discounts, loyalty programs, or pricing tiers they might be offering. Reviewing online customer ratings and reviews can give you a sense of how the market perceives the value of your products or services in relation to the price.

Geographic Location and Market Presence
Analyzing the geographic distribution and market presence of your competitors can provide valuable insights. This might involve looking at their proximity to key transport hubs, their presence in certain demographic areas, or their partnerships with local businesses. It's about understanding not just where they sell, but also how they integrate with the local community and environment.

Marketing Strategies and Online Presence
Reviewing your competitors' marketing tactics, including their social media strategy, advertisement placements, and search engine results, can reveal a lot about their approach to reaching the target audience. This involves assessing their online presence, the frequency and type of their marketing campaigns, and how they position themselves.

Customer Feedback and Public Perception
Finally, understanding how customers perceive your competitors can be an eye-opener. This involves monitoring online communities, customer feedback, and social media mentions. It's not just about the number of positive or negative mentions but the context in which your competitors are discussed.


In today's competitive business environment, competitor mapping emerges as an indispensable tool for strategic planning and market analysis. It equips businesses with a clearer understanding of their position in the market relative to their competitors. By leveraging such insights, companies can make informed decisions, identify new opportunities, and refine their strategies to gain a competitive edge. Priceva stands ready to support businesses in this endeavor, offering comprehensive solutions for thorough competitor analysis. Our expertise in competitive mapping empowers businesses to not just understand their market position but to act decisively, capitalizing on opportunities to drive forward their business objectives. Reach out to Priceva for expert guidance in competitor mapping and elevate your business strategy today.


What is a competitive mapping?

Competitive mapping is an invaluable strategic tool in business, offering a visual comparison and comprehensive analysis of a company's market position relative to its competitors. This involves a detailed assessment of various factors including, but not limited to, pricing strategies, product features, market presence, brand perception, and overall competitive landscape. By employing competitive mapping, businesses gain critical insights into their own strengths and weaknesses and understand where they stand in relation to direct and indirect competitors. This tool plays a pivotal role in shaping marketing strategies, honing competitive advantages, and identifying potential opportunities for growth and improvement.

What is a competitive positioning map?

A competitive positioning map is a vital visual tool in business analytics. It graphically represents how a company's products or services stack up against those of its competitors. This type of map is instrumental in discerning how different offerings are perceived in terms of value and positioning within the market. It allows companies to evaluate their unique selling propositions and target markets, and to identify areas where they can differentiate themselves. Competitive positioning maps are essential for businesses to understand their place in the competitive landscape, guiding them in refining their product features, pricing strategies, and overall marketing efforts.

What is competition planning?

Competition planning is a strategic process in business that focuses on comprehensively understanding and effectively responding to competitors' strengths, weaknesses, and tactical approaches. This type of planning is crucial for businesses to anticipate and prepare for potential moves by their competitors. It involves conducting thorough competitive analysis, leveraging competitor analysis tools, and regularly reviewing competitors' social media and marketing tactics. Through competition planning, businesses can develop effective strategies to address the dynamic nature of market trends, competitor actions, and customer preferences.

What is a competitive chart?

A competitive chart is a graphical tool used in business strategy to visually compare a company's performance with that of its competitors across a range of metrics. These metrics can include market share, product quality, customer satisfaction, pricing strategies, and overall market effectiveness. The chart provides a quick and clear perspective on a company's competitive position, highlighting areas of strength and potential for improvement. It serves as a valuable resource in analyzing the competitive landscape, understanding industry trends, and identifying actionable insights for achieving business success.

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