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A Guide to Crafting Your Competitive Landscape Map in a Workshop

Crafting Your Competitive Landscape Map in a Workshop

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A Guide to Crafting Your Competitive Landscape Map in a Workshop


Crafting Your Competitive Landscape Map in a Workshop: Stepping into the business arena often means facing a multitude of competitors, each with their own set of strengths and weaknesses. Understanding the competitive landscape isn’t just about knowing who your rivals are; it’s about identifying the opportunities and threats they present. In this guide, we’ll share the ins and outs of creating a competitive landscape map in a workshop setting, a critical tool for any business’s strategic toolkit. By the end, we will have a visual representation of where we stand among our competitors, as well as insights on how to navigate through the competition.

Understanding Competitive Landscape

First and foremost, let’s grasp the concept of a competitive landscape. In essence, it’s a strategic map that positions all players in a given market based on factors such as price, quality, market share, etc. This representation serves as a visual aid in comprehending not only your position but also the overall market dynamics. Doing this right is crucial because it directly informs business strategies that can lead to increased competitiveness and market share. With a well-crafted map, spotting untapped niches or areas of potential vulnerability among competitors becomes much clearer.

Preparing for the Workshop

To make the most of our workshop, some groundwork is essential. Firstly, we need to decide who will participate. Involving diverse perspectives—such as sales, marketing, and product development—can provide a more comprehensive view. In addition to gathering the right people, we should collect key materials, which include:
  • Historical sales data
  • Market analysis reports
  • Customer feedback.
These resources will be the foundation for our discussions and analyses, ensuring a well-informed and valuable mapping session.

Step 1: Identifying Competitors

Identifying who our competitors are is step one in the process. We must look both within and beyond the obvious horizons, considering direct competitors who offer similar products or services, as well as indirect competitors who satisfy the same customer needs in different ways.
The process might appear daunting, but it can be broken down into manageable tasks, such as:
  • Surveying industry reports
  • Gathering market intelligence
  • Engaging in customer interviews.
By categorising our competitors intelligently, we set ourselves up for meaningful analysis.

Step 2: Analyzing the Competition

Understanding our competitors inside and out is key to positioning ourselves effectively within the competitive landscape. Analytical tools like the SWOT framework aids in breaking down the strengths, weaknesses, opportunities, and threats presented by each player.
We’ll look to collect data on:
  • Product or service offerings
  • Pricing strategies
  • Market presence
  • Customer perceptions.
The wealth of information* will act as the building blocks for our subsequent market positioning.

Step 3: Mapping the Market Position

Assessing our position within this network of market players will allow us to plot where we stand in relation to others. This involves considering our unique selling propositions and the key differentiators that set us apart.

To do this effectively, we’ll explore:

  • Positioning strategies
  • Diverse market mapping tools
  • Graphical representations of market position.
The resulting map will not only be illustrative but a starting point for strategic maneuvering.

Step 4: Developing Strategic Insights

From our map, we derive valuable strategic insights that can transform into effective business strategies. Whether it’s reinforcing a strong market position or addressing gaps, the decision-making process becomes more focused.

We aim to help participants:

  • Interpret data contextually
  • Distinguish between correlation and causation
  • Innovate based on identified market opportunities.

Analysing and Interpreting Your Map

Constructing the map is just the beginning; we must also learn to read between the lines. Analysing the competitive landscape is an art that requires a critical eye and a keen sense of the market’s ebb and flow.
The goal here is to help attendees avoid misinterpretations by:
  • Highlighting indicator patterns to watch for
  • Clarifying potential misleading data representation.
A map is only as useful as the analysis it yields.

From Map to Strategy

The ultimate value of our competitive landscape map lies in its application to our strategic decision making. Whether shaping our business models or tailoring growth initiatives, the map is the compass that guides these critical choices.
To drive this point home, we’ll showcase how to leverage the map to:
  • Enhance or pivot our business model effectively
  • Craft insightful growth plans that stand the test of real-world market conditions.
With this knowledge, we can confidently steer our business toward long-term success.

Finalising Your Competitive Landscape Map

The work doesn’t end when the workshop does. It’s vital to refine our map, ensuring its relevance and accuracy. We’ll discuss the iterative process of updating and re-evaluating our map as market conditions evolve.
The process includes:
  • Soliciting feedback from a broader team
  • Integrating fresh market data regularly
  • Adjusting strategic priorities according to new insights.
A competitive landscape map is a living document, and we must treat it as such.


In conclusion, mastering the creation and interpretation of a competitive landscape map brings undeniable benefits. From recognising our position within the market to utilising those insights for strategic benefit, the process is rich with learning opportunities. We urge businesses to embrace this practice, not just as a once-off activity, but as a continual part of strategic planning. In terms of clarity and agility, the rewards will be worth the investment. Remember, with a consistently updated map, your route to market leadership remains clear.

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