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competitive-analysis | Marketing Tools

Competitive Analysis Skill

Overview

Анализ конкурентов: исследование рынка, рекламная разведка, позиционирование.

When to Use

Запуск нового продукта
Анализ конкурентной рекламы
Стратегическое планирование
Ценообразование
Поиск рыночных возможностей

Competitor Research Framework

1. Identify Competitors

## Direct Competitors
Компании с похожим продуктом для той же аудитории
- [Competitor 1]
- [Competitor 2]

## Indirect Competitors
Альтернативные решения той же проблемы
- [Competitor 3]
- [Competitor 4]

## Potential Competitors
Компании, которые могут войти на рынок
- [Company 5]

2. Competitor Profile Template

# [Competitor Name]

## Overview
- Website: [URL]
- Founded: [Year]
- Employees: [Number]
- Funding: [Amount]
- HQ: [Location]

## Product
- Main product: [Description]
- Key features: [List]
- Pricing: [Tiers]
- Target market: [Segments]

## Strengths
- [Strength 1]
- [Strength 2]

## Weaknesses
- [Weakness 1]
- [Weakness 2]

## Recent News
- [News 1]
- [News 2]

Ad Intelligence

Sources

Platform	How to Access
Meta Ad Library	facebook.com/ads/library
Google Ads Transparency	adstransparency.google.com
LinkedIn Ad Library	linkedin.com/ad-library
TikTok Ad Library	library.tiktok.com
Twitter/X Ads	ads.twitter.com/transparency

Ad Analysis Template

## Ad Analysis: [Competitor]

### Ad Creative
- Format: [Image/Video/Carousel]
- Visual style: [Description]
- Call-to-action: [CTA text]

### Messaging
- Headline: "[Actual headline]"
- Value proposition: [What they promise]
- Pain points addressed: [List]
- Social proof: [If any]

### Targeting (Estimated)
- Audience: [Demographics]
- Interests: [Categories]
- Stage: [Awareness/Consideration/Conversion]

### Effectiveness Signals
- Running since: [Date]
- Estimated spend: [Range]
- Multiple variations: [Yes/No]

Market Positioning

Positioning Map

                    High Price
                        │
          Premium       │      Luxury
        Enterprise      │      Boutique
                        │
    ────────────────────┼──────────────────
    Low Features        │      High Features
                        │
        Budget          │      Value
         Basic          │      Best Bang
                        │
                    Low Price

Positioning Statement

For [target customer]
who [statement of need/opportunity]
our [product/service name] is a [product category]
that [statement of key benefit]
unlike [primary competitive alternative]
our product [statement of primary differentiation]

Example:

For busy professionals
who need to stay organized across devices
our TaskFlow is a productivity app
that syncs instantly everywhere
unlike Notion
our product is simple and focused on tasks only

SWOT Analysis Template

## SWOT: [Company Name]

### Strengths (Internal, Positive)
- [What do they do well?]
- [What resources do they have?]
- [What's their competitive advantage?]

### Weaknesses (Internal, Negative)
- [What do they do poorly?]
- [What resources do they lack?]
- [What do customers complain about?]

### Opportunities (External, Positive)
- [Market trends in their favor?]
- [Gaps they could fill?]
- [New markets they could enter?]

### Threats (External, Negative)
- [New competitors?]
- [Regulatory changes?]
- [Technology shifts?]

Feature Comparison Matrix

| Feature | Us | Competitor A | Competitor B | Competitor C |
|---------|:--:|:------------:|:------------:|:------------:|
| Feature 1 | ✅ | ✅ | ❌ | ✅ |
| Feature 2 | ✅ | ❌ | ✅ | ❌ |
| Feature 3 | ✅ | ✅ | ✅ | ❌ |
| Feature 4 | ❌ | ✅ | ❌ | ✅ |
| Pricing | $$ | $$$ | $ | $$ |
| Support | 24/7 | Business | Email | 24/7 |

Pricing Intelligence

Pricing Strategy Analysis

## [Competitor] Pricing

### Model
- [ ] Freemium
- [ ] Free trial
- [ ] Subscription
- [ ] One-time purchase
- [ ] Usage-based
- [ ] Per-seat

### Tiers
| Tier | Price | Key Limits |
|------|-------|------------|
| Free | $0 | [Limits] |
| Basic | $X/mo | [Limits] |
| Pro | $Y/mo | [Limits] |
| Enterprise | Custom | Unlimited |

### Observations
- Anchor price: [Highest tier]
- Most pushed tier: [Which one]
- Hidden costs: [If any]
- Discounts: [Annual, etc.]

Traffic & SEO Analysis

Tools to Use

Tool	Free Tier	Data
SimilarWeb	Yes	Traffic estimates
SEMrush	Limited	Keywords, traffic
Ahrefs	No	Backlinks, keywords
SpyFu	Limited	PPC keywords
BuiltWith	Yes	Tech stack

SEO Competitive Analysis

## SEO Analysis: [Competitor]

### Domain Metrics
- Domain Authority: [Score]
- Estimated monthly traffic: [Number]
- Top traffic countries: [List]

### Top Keywords (Organic)
| Keyword | Position | Volume |
|---------|----------|--------|
| [kw1] | #[X] | [N] |
| [kw2] | #[X] | [N] |

### Content Strategy
- Blog frequency: [Posts/month]
- Top performing content: [URLs]
- Content types: [Blog, guides, tools]

### Backlink Profile
- Total backlinks: [Number]
- Referring domains: [Number]
- Top referring sites: [List]

Social Listening

Metrics to Track

## Social Presence: [Competitor]

### Followers
| Platform | Followers | Growth |
|----------|-----------|--------|
| Twitter/X | [N] | [%/mo] |
| LinkedIn | [N] | [%/mo] |
| Instagram | [N] | [%/mo] |
| YouTube | [N] | [%/mo] |

### Engagement
- Avg likes: [N]
- Avg comments: [N]
- Posting frequency: [X/week]

### Content Themes
- [Theme 1] - [Frequency]
- [Theme 2] - [Frequency]

### Sentiment
- Positive: [%]
- Neutral: [%]
- Negative: [%]

Automation with APIs

# SerpAPI для SERP данных
import os
from serpapi import GoogleSearch

def analyze_competitor_seo(domain):
    params = {
        "api_key": os.getenv("SERPAPI_API_KEY"),
        "engine": "google",
        "q": f"site:{domain}",
        "num": 100
    }
    search = GoogleSearch(params)
    results = search.get_dict()
    return results.get("organic_results", [])

# Анализ рекламы через SerpAPI
def get_competitor_ads(keyword):
    params = {
        "api_key": os.getenv("SERPAPI_API_KEY"),
        "engine": "google",
        "q": keyword,
        "google_domain": "google.com"
    }
    search = GoogleSearch(params)
    results = search.get_dict()
    return results.get("ads", [])

Competitive Report Template

# Competitive Intelligence Report

**Date:** [Date]
**Analyst:** [Name]
**Focus:** [Market/Product]

## Executive Summary
[2-3 sentences on key findings]

## Market Overview
- TAM: $[X]B
- Growth rate: [X]% CAGR
- Key trends: [List]

## Competitor Landscape
[Summary table or positioning map]

## Detailed Analysis
### [Competitor 1]
[Profile]

### [Competitor 2]
[Profile]

## Opportunities
1. [Gap they're missing]
2. [Underserved segment]
3. [Weak feature area]

## Threats
1. [Strong competitor moves]
2. [Market shifts]

## Recommendations
1. [Action item 1]
2. [Action item 2]
3. [Action item 3]

Tips

Регулярность - анализируй постоянно, не разово
Первоисточники - не полагайся только на инструменты
Отзывы - G2, Capterra, TrustPilot - голос клиентов
Job postings - вакансии показывают стратегию
Не копируй - анализируй, но делай по-своему
Документируй - веди базу конкурентной разведки