Understanding the quadrants of your competitive landscape
Posted: Sun Dec 22, 2024 5:50 am
The Growth Quadrant groups your competitors into four areas to help you analyze the potential of your market:
Market potential - Growth quadrant
Leaders: large online audience (traffic volume) and high growth rate (traffic growth)
These players attract significant amounts of traffic through effective multi-channel campaigns and continue to grow.
These are the ones you should pay attention to and, in most cases, emulate, when defining your own strategy, but remember that a wide reach does not guarantee a high conversion rate.
Established players: large online audience and low growth rate
These players have cemented their place in the market with high levels of philippines number list coverage, but they are not growing at the same rate as the Leaders.
It's worth digging into how they managed to build their audience in the first place, and of course, why their growth may have slowed.
Game changers: smaller online audience and high growth rate
These players receive lower levels of traffic, but grow at a faster rate than the market average, and often take the form of startups with aggressive investment.
They should be analyzed to understand the change in consumer demand in a new market based on whether traffic volume and growth are increasing or decreasing over time for the players in question.
Niche players: smaller online audience and slow growth rate
These players receive lower levels of traffic and are not growing at a significant rate, which may mean they are local businesses, old businesses exiting the market, or new businesses trying to establish themselves (or not, if the selected market is not one they have a presence in).
This quadrant should be analyzed if competition appears high and traffic growth turns some niche players into game changers over time.
This move may indicate that target consumers have adequate interest in what is being offered and certain players are taking advantage of this with personalized marketing techniques.
However, there might be gaps you can fill if there isn't much overlap between the audiences of players performing these moves.
For example, your product or service might combine the benefits of two separate competitors that appeal to two different audiences, which could present an opportunity to position yourself against them to win their customers.
Market potential - Growth quadrant
Leaders: large online audience (traffic volume) and high growth rate (traffic growth)
These players attract significant amounts of traffic through effective multi-channel campaigns and continue to grow.
These are the ones you should pay attention to and, in most cases, emulate, when defining your own strategy, but remember that a wide reach does not guarantee a high conversion rate.
Established players: large online audience and low growth rate
These players have cemented their place in the market with high levels of philippines number list coverage, but they are not growing at the same rate as the Leaders.
It's worth digging into how they managed to build their audience in the first place, and of course, why their growth may have slowed.
Game changers: smaller online audience and high growth rate
These players receive lower levels of traffic, but grow at a faster rate than the market average, and often take the form of startups with aggressive investment.
They should be analyzed to understand the change in consumer demand in a new market based on whether traffic volume and growth are increasing or decreasing over time for the players in question.
Niche players: smaller online audience and slow growth rate
These players receive lower levels of traffic and are not growing at a significant rate, which may mean they are local businesses, old businesses exiting the market, or new businesses trying to establish themselves (or not, if the selected market is not one they have a presence in).
This quadrant should be analyzed if competition appears high and traffic growth turns some niche players into game changers over time.
This move may indicate that target consumers have adequate interest in what is being offered and certain players are taking advantage of this with personalized marketing techniques.
However, there might be gaps you can fill if there isn't much overlap between the audiences of players performing these moves.
For example, your product or service might combine the benefits of two separate competitors that appeal to two different audiences, which could present an opportunity to position yourself against them to win their customers.