Description of the target audience of competitors

Behavioral, psychographic and demographic segmentation criteria will help to describe the segment that competitors are targeting: computer engineering vs computer science salary

Behavioral criteria. This group includes parameters that describe consumer behavior and the purchasing process: place of purchase, expectations from purchase, reason for purchase, purchase drivers, etc.

Psychographic criteria. Psychographic segmentation is carried out according to 3 criteria that characterize the personality type and behavior of the consumer in the market: attitude to innovation, values, life position, who is the idol for the target audience, etc.

Demographic criteria. Consumers are divided according to demographic characteristics into homogeneous groups by income, gender, age, social status, occupation, education, marital status, etc.

Comparison of the received data

After collecting data and analyzing competitors for the selected indicators, we organize the information received. The clearer the results are, the easier it is to draw correct conclusions. The most common presentation formats are:

Pie chart

The first chart shows what percentage of the total number of competitors studied uses the criterion in question.

Such a diagram is used to represent quantifiable data in 2 cases:

to monitor the frequency of use of the criterion by competitors.

to assess the level of expression of the indicator among competitors. The result is a diagram like this, which displays competitors and evaluation criteria:

Positioning map

Depending on the criteria and ultimate goals of the study, the map axes differ. For example, you can make a map based on value for money, ability to meet consumer needs and demand, target audience and prestige, etc. This form gives an idea of ​​the position of the company and competitors in the market.

To conclude

Inference from data is the most important point of analysis. The information received is supported by marketing knowledge, cases, experience and a vision of the market situation. Taken together, this makes it possible to achieve the set goals of the analysis and draw up a working strategic plan.

After collecting and analyzing information about competitors, we assess the feasibility of using certain marketing activities of competitors: master new channels of attraction and communication with the target audience, expanding the site's functionality, finalizing content, using new formats of communication with consumers. If all competitors are interacting with consumers on social media, then you should take a closer look at this channel. To optimize marketing in this way, you can create an action plan so that each action does not stretch over several months or years.