Once you know your primary competitors, you need to then look into your secondary competitors. More often than not, only pay attention to their primary competitors, because there’s an assumption that others won’t have a big impact.
But in today’s increasingly fast-paced environment, your secondary, distant and indirect competitors can be your direct competitors at any minute – so it’s still essential that you keep a close eye on all of them.
In this article, we will guide you on how to identify secondary competitors.
Step 1: Identify key attributes
First, you need to identify your key attributes. As an example here, we used Zara and analysed their key attributes for the neckline.
Step 2: Find secondary competitors from brand filters
In the same module, remove the retailer’s name, but include a similar price range.
This way, we are filtering the same market to identify with the same attribute and price range.
By identifying other key players offering similar products yet targeting different demographics, you can stay competitive within the wider market.
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