You’re competing blindly, but you don’t know where you stand. Competitors exist, but positioning is unclear. This blindness prevents you from competing effectively.
Competitor mapping solves this by visualizing the landscape. It builds competitive maps and positioning charts to show where you stand, which enables effective competition. This mapping is essential for strategic positioning.
This guide provides a framework for building competitive maps and positioning charts, helping you visualize the competitive landscape so you know where you stand relative to competitors.
We’ll explore why competitor mapping matters, map creation, positioning analysis, competitive gaps, and strategic positioning. By the end, you’ll understand how to map competitors effectively.
Key Takeaways
- Create maps—build competitive visualizations
- Analyze positioning—understand market positions
- Identify gaps—find competitive opportunities
- Compare strengths—assess competitive advantages
- Position strategically—define your position
Table of Contents
Why Competitor Mapping Matters
Competition without mapping is blind. When you don’t map competitors, you can’t position effectively. This blindness prevents competitive advantage.
Competitor mapping matters because it enables positioning. When you map competitors, you see where you stand. This mapping enables effective competition.
The reality: Most businesses don’t map competitors systematically, which means they can’t position effectively. Competitor mapping creates visual clarity, enabling strategic positioning.
Map Creation
Map creation builds competitive visualizations. When you create maps, you see the landscape clearly.
Competitor Identification
Identify competitors:
- List direct competitors
- Identify indirect competitors
- Find potential competitors
- Build competitor list
- Create identification process
Why this matters: Competitor identification shows the field. If you identify competitors, you see the competitive landscape. This identification enables landscape understanding.
Attribute Selection
Select mapping attributes:
- Choose price attributes
- Select feature attributes
- Pick positioning attributes
- Build attribute framework
- Create selection criteria
Why this matters: Attribute selection focuses maps. If you select attributes, maps are focused. This selection enables focus.
Map Visualization
Create visual maps:
- Build positioning charts
- Create comparison matrices
- Design competitive maps
- Build visualization tools
- Create chart frameworks
Why this matters: Map visualization shows relationships. If you create visuals, relationships are clear. This creation enables clarity.
Map Updates
Update maps regularly:
- Refresh competitor data
- Update positioning information
- Maintain map accuracy
- Build update process
- Create refresh schedule
Why this matters: Map updates maintain accuracy. If you update maps, accuracy improves. This updating enables accuracy.
Pro tip: Use our TAM SAM SOM Calculator to evaluate market size and understand your competitive position. Calculate market size to see your share relative to competitors.
Positioning Analysis
Positioning analysis understands market positions. When you analyze positioning, you see competitive relationships.
Position Comparison
Compare positions:
- Analyze price positions
- Compare feature positions
- Study positioning strategies
- Build comparison framework
- Create analysis process
Why this matters: Position comparison shows differences. If you compare positions, you see competitive differences. This comparison enables difference identification.
Strength Assessment
Assess competitive strengths:
- Evaluate competitor strengths
- Identify your strengths
- Compare strength profiles
- Build assessment framework
- Create strength analysis
Why this matters: Strength assessment shows advantages. If you assess strengths, you see competitive advantages. This assessment enables advantage identification.
Weakness Identification
Identify competitive weaknesses:
- Find competitor weaknesses
- Identify your weaknesses
- Compare weakness profiles
- Build identification process
- Create weakness analysis
Why this matters: Weakness identification shows opportunities. If you identify weaknesses, you see competitive opportunities. This identification enables opportunity discovery.
Market Share Analysis
Analyze market share:
- Calculate market shares
- Compare share positions
- Study share trends
- Build share analysis
- Create calculation framework
Why this matters: Market share analysis shows position. If you analyze share, you see market position. This analysis enables position understanding.
Competitive Gaps
Competitive gaps find opportunities. When you identify gaps, you discover positioning opportunities.
Gap Identification
Identify competitive gaps:
- Find market gaps
- Identify positioning gaps
- Discover service gaps
- Build gap identification
- Create gap analysis
Why this matters: Gap identification shows opportunities. If you identify gaps, you see positioning opportunities. This identification enables opportunity discovery.
Gap Evaluation
Evaluate gap potential:
- Assess gap size
- Evaluate gap value
- Study gap feasibility
- Build evaluation framework
- Create assessment process
Why this matters: Gap evaluation shows priorities. If you evaluate gaps, you see priorities. This evaluation enables prioritization.
Gap Prioritization
Prioritize competitive gaps:
- Rank gaps by value
- Assess gap urgency
- Compare gap options
- Build prioritization system
- Create ranking framework
Why this matters: Gap prioritization shows focus. If you prioritize gaps, you see focus areas. This prioritization enables focus.
Gap Exploitation
Exploit competitive gaps:
- Develop gap strategies
- Create positioning plans
- Build gap advantages
- Build exploitation framework
- Create strategy development
Why this matters: Gap exploitation creates advantages. If you exploit gaps, advantages emerge. This exploitation enables advantage creation.
Strategic Positioning
Strategic positioning defines your position. When you position strategically, you compete effectively.
Position Definition
Define your position:
- Create positioning statement
- Define unique value
- Establish market position
- Build position definition
- Create statement framework
Why this matters: Position definition creates clarity. If you define position, clarity emerges. This definition enables clarity.
Differentiation Strategy
Develop differentiation:
- Identify differentiators
- Create unique angles
- Build differentiation plan
- Build strategy framework
- Create angle identification
Why this matters: Differentiation strategy creates advantages. If you develop differentiation, advantages emerge. This development enables advantage creation.
Positioning Communication
Communicate positioning:
- Develop positioning messages
- Create marketing materials
- Build communication plan
- Build messaging framework
- Create material development
Why this matters: Positioning communication creates awareness. If you communicate positioning, awareness increases. This communication enables awareness.
Position Monitoring
Monitor positioning:
- Track position changes
- Monitor competitor moves
- Measure positioning effectiveness
- Build monitoring system
- Create tracking framework
Why this matters: Position monitoring enables adjustment. If you monitor position, you can adjust. This monitoring enables adjustment.
Pro tip: Use our TAM SAM SOM Calculator to evaluate market size and understand your competitive position. Calculate market size to see your share and positioning potential.
Your Next Steps
Competitor mapping enables effective competition. Create competitive maps, analyze positioning, identify gaps, then position strategically to compete effectively.
This Week:
- Identify key competitors using our TAM SAM SOM Calculator
- Begin creating competitive maps
- Start analyzing positioning
- Begin identifying competitive gaps
This Month:
- Build comprehensive competitor mapping system
- Complete positioning analysis
- Identify and prioritize competitive gaps
- Develop strategic positioning plan
Going Forward:
- Continuously update competitor maps
- Monitor positioning changes
- Identify new competitive gaps
- Adjust positioning strategy based on findings
Need help? Check out our TAM SAM SOM Calculator for market evaluation, our competitive teardown guide for competitor analysis, our positioning guide for differentiation, and our battlecard guide for sales enablement.
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Sources & Additional Information
This guide provides general information about competitor mapping. Your specific situation may require different considerations.
For market size analysis, see our TAM SAM SOM Calculator.
Consult with professionals for advice specific to your situation.
