What is a Competitive Analysis Matrix?

A Competitive Analysis Matrix is a powerful tool that allows businesses to evaluate and compare their competitors in a structured and organised manner.

It provides a comprehensive overview of key competitors and their attributes, enabling companies to identify areas of competitive advantage and develop effective marketing and business strategies.

By examining various factors such as strengths, weaknesses, opportunities, threats, product features, pricing and sales performance, a competitive analysis matrix helps businesses gain valuable insights into the market landscape and make informed decisions.

In this article, we will explore the benefits of using a competitor matrix, different types of competitor matrices, and how to create your own competitive matrix using tools like Google Sheets or Excel.

competitive analysis matrix

The Benefits Of Using A Competitive Analysis Matrix

Utilising a competitive analysis matrix offers 4 major benefits to businesses

1) Deeper understanding of the market

A competitive analysis matrix provides businesses with a comprehensive understanding of the market by analysing competitors, their offerings, and their positioning. This clarity enables businesses to identify market gaps, potential opportunities, and areas where they can differentiate themselves.

By gaining a deep understanding of the market landscape, businesses can make more informed decisions and develop effective strategies.

2) Identifying competitive advantage

Through a competitive analysis matrix, businesses can identify their unique competitive advantages. By comparing their strengths and weaknesses against those of competitors, companies can determine areas where they excel and leverage them to gain a stronger market position.

This analysis also sheds light on areas that require improvement, allowing businesses to allocate resources strategically.

3) Making strategic decisions

A competitive analysis matrix assists in making informed decisions by considering competitor strategies, market trends, and customer preferences. It helps businesses align their objectives with market demands and devise strategies to stay ahead. By analysing the competitive landscape, businesses can proactively respond to market changes and make decisions that maximise their chances of success.

4) Improved market positioning 

 Analysing competitors’ positioning in the market enables businesses to identify unique selling propositions and differentiate themselves. This helps create a distinct brand identity and attract target customers. By understanding their position relative to competitors, businesses can refine their positioning and develop effective marketing campaigns to capture market share.

Different Types Of Competitive Analysis Matrix

Several types of competitor matrices can be used to conduct a comprehensive competitive analysis and these include:

A) SWOT analysis

SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis is a widely used framework that assesses internal strengths and weaknesses, along with external opportunities and threats. It provides a holistic view of a company’s competitive position by considering both internal and external factors. SWOT analysis helps businesses identify areas of strength, areas that need improvement, potential opportunities for growth, and external threats to address.

B) Competitive advantage matrix

The competitive advantage matrix compares key competitive factors such as pricing, product features, quality, customer service, and brand reputation. By evaluating these factors against competitors, businesses can identify areas where they have a competitive advantage and leverage them effectively. This analysis helps companies understand their unique selling propositions and develop strategies to differentiate themselves in the market.

C) Competitive profile matrix

The competitive profile matrix (CPM) provides a numerical ranking of competitors based on critical success factors. It evaluates factors such as market share, financial strength, product quality, customer loyalty, and distribution network. The CPM helps businesses understand their relative position in the market and prioritise areas for improvement. It provides a comprehensive snapshot of the competitive landscape and helps companies make data-driven decisions.

D) Sales matrix

A sales matrix compares sales performance metrics, such as revenue, market share, growth rate, and customer acquisition, across different competitors. This analysis provides insights into market dynamics, identifies emerging trends, and helps set realistic sales targets. By understanding their competitors’ sales performance, businesses can benchmark their own performance and make necessary adjustments to gain a competitive edge.

E) Product Feature and Benefit Matrix

The product feature and benefit matrix evaluates the features, benefits, and unique selling points of a company’s products or services compared to competitors. This analysis helps businesses understand customer preferences, identify gaps in their offerings, and develop strategies to enhance their products’ value proposition. By aligning product features with customer needs and preferences, companies can differentiate themselves from competitors and create compelling value propositions.

F) Price Matrix

The price matrix focuses on comparing pricing strategies, discounts, and promotions across competitors. By analysing price differentials and value propositions, businesses can position their offerings competitively in the market. The price matrix helps optimise pricing strategies to maximise profitability while considering the perceived value by customers.

It also assists in identifying pricing gaps, potential pricing strategies to gain a competitive advantage, and market segments that can be targeted based on pricing.

Creating Your Own Competitive Analysis Matrix – 7 Key Steps

Creating a competitive analysis matrix is a structured process that can be accomplished using tools like Google Sheets or Excel. Here’s a step-by-step guide to creating your own competitive matrix:

1) Define your Competitors: Start by identifying the key competitors operating in your industry or niche. Consider both direct and indirect competitors who may impact your market share or target audience.


2) Determine the Parameters: Decide on the parameters or factors you want to evaluate in your competitive analysis matrix. These factors may include product features, pricing, market share, customer reviews, distribution channels, brand reputation, or any other relevant criteria.


3) Collect data: Gather relevant data for each competitor under the selected parameters. Conduct market research, analyse competitor websites, review industry reports, and utilise social listening tools to collect information. This data will form the foundation of your analysis.


4) Choose a matrix format: Select a matrix format that best suits your requirements and aligns with the parameters you have defined. The matrix can be a table with competitors listed vertically and parameters horizontally, or vice versa. Use clear headings and labels to ensure clarity and ease of understanding.


5) Assign rankings or ratings: Evaluate each competitor’s performance on each parameter and assign rankings or ratings based on your analysis. This can be done using numerical ratings, colour coding, or other visual indicators to represent the relative performance of each competitor.


6) Analyse the results: Once you have assigned rankings or ratings, analyse the compiled data to identify patterns, trends, and areas of strength or weakness for each competitor. Look for insights and actionable information that can inform your strategic decision-making process.

7) Draw conclusions: Based on the analysis, draw conclusions about your company’s competitive position, identify opportunities for improvement or differentiation, and develop strategies to enhance your market standing. Use the insights gained from the matrix to prioritise areas for focus and allocate resources accordingly.

Remember to update and review your competitive analysis matrix regularly to keep it aligned with market changes and evolving competition. Market dynamics and competitor landscapes can shift rapidly, so it is important to ensure that your analysis remains up-to-date and relevant.

Final Thoughts

A competitive analysis matrix is a valuable tool that helps businesses gain insights into their competitors’ strengths, weaknesses, market positioning, and strategic direction. By conducting a thorough analysis using various types of matrices, businesses can make informed decisions, identify areas of competitive advantage, and devise effective strategies to succeed in the market.

The benefits of using a competitive analysis matrix, combined with the ability to create one using tools like Google Sheets or Excel, empower businesses to gain a competitive edge in their industry and achieve long-term success.