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Competitive landscape analysis services and capabilities

Ongoing competitive landscape analysis gives you a snapshot of your current marketplace and helps you anticipate your competitors’ future decisions. You can see all your comparable strengths and weaknesses right now. But you can also track your competitors’ evolution over time. These insights are also useful for specific goal setting within your own trajectory. 

Crucially, NewtonX competitive landscape analysis gives you confidence in business critical decisions involving prioritization of product development and differentiation in the market. After all, you can’t optimize your main differentiators if you don’t know who else is in the running for your buyers’ attention. 

Competitive landscape analysis helps you understand where you have a competitive advantage that you can capitalize on. You can avoid investing in products or services that are already abundantly provided by the competition. It also uncovers needs or target markets that are not being met by competitors that you can pursue. 

NewtonX competitive landscape analysis uses the right combination of research tools to help you understand your competitors and the broader environment. This can be as specific as perceptual mapping to compare competitors against two key attributes. 

Competitive landscape analysis helps you establish your unique value proposition, find untapped opportunities and direct development resources more effectively.

Competitor assessments

Competitor benchmarking

Market segmentation and growth

Competitive Landscape Analysis to deliver both scale and specificity

Our technology reaches across 140+ industries to give you the scale of a panel combined with the depth of an expert network. From professionals en masse to niche, hard-to-find audiences, the NewtonX Knowledge Graph can find the exact people to deliver the business insights you need. We’re the only competitive landscape analysis agency that’s developed proprietary research technology to keep up with market demands. Here’s just a sampling of who we pinpoint, for everything from 5,000+ participant surveys to curated groups of in-depth interviews.



  • Cryptocurrency specialists advising on hedge fund projects 
  • Advertising professionals overseeing brand spend
  • Reddit users that visit Reddit for NSFW content
  • IT decision-makers evaluating cloud software services

Want to see how NewtonX can help you?

What is competitive landscape analysis


What are the benefits of a competitive landscape analysis

Engaging in competitive landscape analysis offers a range of valuable benefits for businesses seeking to navigate competitive markets and make strategic decisions. Here are some key advantages:

Informed Decision-Making

Competitive landscape analysis provides a deep understanding of the competitive dynamics within your industry. This knowledge enables informed decision-making by identifying potential risks and opportunities, thus minimizing uncertainty.

Identifying Market Trends

By studying competitors’ activities and market trends, businesses can gain insights into emerging shifts, technologies, and customer preferences, helping them adapt proactively.

Benchmarking and Positioning

Assessing competitors’ strengths and weaknesses allows businesses to benchmark their own performance and strategically position themselves in the market.

Opportunity Identification

Competitive landscape analysis highlights gaps in the market that competitors may have overlooked, enabling businesses to seize untapped opportunities.

Customer Insights

Understanding how competitors engage with customers provides insights into consumer preferences and behaviors, which can help tailor your own marketing strategies.

Strategic Planning

Armed with information about competitors’ strategies, businesses can develop more effective and targeted strategic plans to gain a competitive edge.

Risk Mitigation

Recognizing potential threats from competitors helps businesses anticipate challenges and design contingency plans.


Identifying what sets your business apart from competitors allows you to strengthen your unique value proposition.

Investment Allocation

Competitive landscape analysis aids in making informed decisions about resource allocation and investments in areas that align with market demands.

Continuous Improvement

Regular analysis of the competitive landscape fosters a culture of continuous improvement and adaptability within the organization.

Examples of competitive landscape analysis

reliable research

How to create a competitive landscape analysis

Creating a comprehensive competitive landscape analysis involves several steps that provide insights into the market and competitors. Here’s a breakdown of the process:

Define Your Industry and Market

Clearly define the industry and market segment you want to analyze. Understand the boundaries and scope of your analysis.

Identify Key Competitors

Identify your direct and indirect competitors who operate in the same industry and target the same customer base.

Gather Data

Collect relevant data on competitors’ products, services, pricing, distribution channels, market share, and customer demographics.

Analyze Competitors' Strategies

Examine competitors’ strategies, including their positioning, differentiation, target markets, and value propositions.

Framework Analysis

Use market analysis frameworks to better understand what specific information your business needs. This will allow you to narrow done the type of analysis that should be completed.


Compare your own business’s performance, practices, and strategies against those of your competitors.

Identify Opportunities and Threats

Based on your analysis, identify opportunities for differentiation, areas of improvement, and potential threats to your business.

Develop Actionable Insights

Use the insights gathered to inform your strategic decisions, marketing campaigns, product development, and competitive positioning.

Continuously Monitor

Competitive landscape analysis is an ongoing process. Regularly monitor changes in the competitive environment and adapt your strategies accordingly.

Competitive landscape analysis framework assessments

Competitive landscape analysis employs various frameworks and techniques to comprehensively assess the competitive environment and gather insights. Here are some commonly used approaches:

SWOT Analysis

This widely used framework helps businesses identify internal strengths and weaknesses, as well as external opportunities and threats posed by competitors and market trends.

Porter's Five Forces Analysis

Developed by Michael Porter, this framework assesses five key forces—threat of new entrants, bargaining power of suppliers and buyers, threat of substitutes, and competitive rivalry—to determine the attractiveness and competitiveness of an industry.

PESTEL Analysis

Evaluating Political, Economic, Social, Technological, Environmental, and Legal factors, PESTEL analysis examines the external macro-environment to identify potential influences on the competitive landscape.

Competitive Benchmarking

This technique involves comparing your business’s performance and practices against those of direct competitors to identify areas of improvement and potential advantages.

Value Chain Analysis

This analysis breaks down the business’s activities into primary and support functions, helping to pinpoint areas where competitors excel and where you can create a competitive advantage.

Customer Analysis

Understanding your competitors’ customer segments, behaviors, and preferences provides insights into their strategies and opportunities for differentiation.

Product and Service Analysis

A thorough examination of competitors’ products or services helps identify gaps, overlaps, and areas for innovation.

Market Share Analysis

Analyzing competitors’ market share and growth rates provides a clear picture of their current standing and potential future trajectory.

Price and Cost Analysis

Assessing competitors’ pricing strategies and cost structures can help inform your own pricing decisions and value proposition.

Trend Analysis

Studying historical and emerging market trends enables you to anticipate changes and adapt your strategies accordingly.

Scenario Planning

This technique involves developing various scenarios for potential future developments, allowing you to be prepared for different outcomes.

Competitive Mapping

Visualizing the competitive landscape using tools like perceptual maps can help you understand your position relative to competitors.


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Take it from the world’s leading companies

A huge thank you to NewtonX for delivering on their commitment to excellence and being great partners. Dreamforce 2022 was our best year yet. We heard positive feedback on the quality of research participants and the tailored content has been viewed by millions of people across our industry.

michelle mere
Michelle Mere
Salesforce Senior Director of Customer and Market Insights

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