Competitor research for the Superplay Cafe case study.
Most of the work I've done for this is in the Google Spreadsheet: Superplay Cafe Competitor Research. This post contains a summary and analysis of the data collected in the spreadsheet.
Competitor Research- Determine who your online competitors are in order to analyse them.
Method: I searched in Google for several phrases relating to the business and noted the competitors.
Results: The competitors are listed in the 'products' tab.
Benefits Analysis- What are the key benefits of their (your competitors) products that they are highlighting?
Method: Looked at some of the key points made on the home page, the key links and anything than was highlighted in a summary that might suggest it is one of the key benefits of the product or service.
Results: The 'Product' tab has a section listing the main benefits.
Pricing Analysis- What are the prices of their products and services?
Method: Go to each competitors website and look up their prices.
Results: The prices are listed in the 'Product' tab.
Content Analysis- What kind of content do they have? Is there anything important missing?
Method: Had a look at each website and picked out some of the marketing methods or tools they were using.
Results: The results can be seen in the 'Marketing Tech' sheet.
Targeted Search Term Analysis- Which keywords are they targeting?
Method: I looked at each website and used Keyword Density Analysis tools (see tools page) and PageRank and domain age tools (see tools page).
Results: The results can be seen in the 'SEO' sheet.
SEO Analysis- How well are they Search Engine Optimised?
Method: This analysis was done in conjunction with the 'targeted search term analysis,' (see above).
Results: In general I noted a medium to low about of Search Engine Optimisation. See the 'SEO' tab for more results.
Technology/Tool Analysis- What technologies and tools are they using?
This analysis was done in conjunction to the content analysis (see above).
Usability Analysis- What are the usability strengths and weaknesses of their web properties?
I have not completed any usability analysis at this stage.
Functionality Analysis- What are the primary functions of their web properties? Is their any important functionality missing?
This analysis was done in conjunction to the content analysis (see above).
Overall Strategy Analysis- An overall look at your competitor's online strategy
I didn't go as far as to do an overall strategy analysis. I will have to follow up on this in the future.
[This article is part of the Superplay Cafe Case Study. See the latest articles in the case studyhere or head over to the case study index for all the articles.]
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