Find below how to do a marketing competitive analysis in 2024.

Get the steps and instructions to easily complete a competitive analysis for your marketing strategy.

Brought to you by Mau, a Senior Marketing Specialist at eDigital.



Every company has a competitive challenge and the type of challenge your company is in will determine how you think about competition.

1. Your brand vs the category

You can have dozens of competitors but that does not mean they conflict with your company.

Your competitors can be of different sizes with different strengths and strategies.

You can compete in the Category you want to expand and make it more attractive to consumers who have never tried it.

Example: All the new food delivery apps needed to compete against the category by persuading customers to believe an app is easier than calling a restaurant.

Most startups compete against a traditional category.

A status quo in the market – or some other type of barrier to adoption has to be overcome for a startup to be successful.

Normally, startups engage in trench warfare to grind against the status quo over time.

Online ordering for food delivery went from a very fringe thing to a completely normal thing.

Occasionally, global events – like the pandemic – provide catalysts for growth as well.

Just talk to any telemedicine startup, grocery delivery service, or remote work tool about what happened to them when the pandemic started.

The technology already existed but consumers needed a forcing need to accelerate adoption.

If your main goal is to grow the category and make people want its value proposition, obsessing over competitive brands isn’t very helpful.

You should be focused on your customers.

If your offering is expanding the category faster than other competitors, eventually, you may be able to acquire those competitors or make them irrelevant.

If any competitor working to grow a category is being materially more successful than another, you may shift into any of the below two types of competition.

2. Your brand vs another brand

In many markets, companies fight vehemently against competitors.

Companies are embroiled in a “Red Queen” effect, where each company is trying to out-innovate or outwork others in the market to gain market share.

Think of Uber vs. Lyft as a recent example.

Startups frequently think they are in this type of conflict when they are not.

A few startups emphatically compete before they are even sure the category will be successful.

In many of those cases, it would be better to cooperate and grow the category faster by being coordinated.

Stripe and Shopify are interesting examples of this.

The categories of eCommerce and online payments are growing so fast that instead of competing with each other, they have tightened their partnership to make sure the category continues to grow quickly.

Uber and Lyft however tracked each other’s moves and responded in kind to new product launches, pricing changes, and market launches.

Both of these moves look correct in hindsight.

Uber and Lyft’s market, while growing fast, would ultimately be capped by consumer transportation needs, and lean toward a winning take-most model due to the strength of the local network effects involved in the model.

While Uber and Lyft have been competitive, they ultimately saw value in presenting a unified position on local regulations and working together to ensure their services would remain available throughout cities worldwide.

So your brand vs another brand can change depending on the fight to 1. “Your brand vs the category”.

3. Your brand vs your company

The third type of competition within a company is one many founders and employees seem to forget: competing with themselves.

In this type of conflict, the primary fear of the company is not that the market doesn’t unlock or that a competitor will take your opportunity; it’s that the opportunity isn’t realized because the company cannot execute the strategic vision.

This type of conflict can happen for many reasons:

  • Internal politics
  • Lack of focus
  • Execution issues e.g. technical and process debt

Investors frequently call this “execution risk.”

A company in conflict with itself means the vision is technically possible (hence, not technical risk), but the company struggles to build toward it either due to being unfocused, people internally competing vs. cooperating, or building is very difficult due to technical or process issues.

These types of companies can be appealing to certain types of executives who think they can fix the underlying execution issues.

The reason for this is that if these companies do everything right, they win.

The type of competition you are facing affects a lot of how you build and what you focus on as a company. Spending some time to think through what the real competition is can help focus the company on the right activities to win. This can affect:

  • How much you invest in marketing
  • The focus of the product roadmap
  • Organisational structure


Understanding these basics of a competitive analysis is where the real marketing leverage is in growing a company.

Need competitive analysis support? Contact us today!

eDigital can help you conceptualise, plan, develop, run and optimise successful marketing campaigns that generate leads and sales for your brand.

Our digital marketing services include:

  • Strategic planning for social media and other digital marketing channels.
  • Online advertising management and optimisation (Search, Display, social media ads and re-marketing).
  • Marketing training: social media training and digital marketing training. 
  • SEO strategy and execution. Including content development (articles, stories, eye-catching and SEO-optimised visuals).
  • Celebrity and influencer marketing campaign strategy. 
  • Brand development. Logo creation, brand personality development and design of marketing materials.
  • Consumer contests/competitions/giveaways.
  • Email marketing. Dip sequence design and deployment. 
  • Conversion rate optimisation. It is also called “path to purchase” optimisation. 

Contact us today and start boosting your leads and sales.

Hundreds of marketers have supported us with their generous donations. Donate today! or join 5k+ marketers receiving our e-newsletter.

Final note: Want to reduce customer acquisition costs and dependency on paid media? eDigital‘s marketing strategy training will unmercifully review your marketing, help you build a marketing engine with channels and assets you own, stir your team’s thinking, bring new ideas for new conversion paths and boost customer lifetime value.


was brought to you by Mau
cat laptop rug book red glasses illustration

Mau is one of the most popular marketing consultants offering the best marketing strategy training and the best social media training. Top marketers use Mau’s popular Digital Marketing Plan and Social Media Plan templates.

Book Mau for your next training day or join 5k+ marketers receiving Mau‘s e-newsletter.