how to write a competitive analysis essay

A Guide to Competitive Analysis: It’s Not Just about Competitors

By Joe Weller | April 16, 2018 (updated February 13, 2024)

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If you were running a cross-country marathon, wouldn’t you want to know something of the terrain and expected weather conditions before you began? The same principle of preparation applies when starting and continuing a business. It’s not enough to focus on your own production and financial goals: You need to understand what’s happening around you, how others create goods or services, the economic forecast, changes in rules and regulations, and more. In other words, you need to conduct a competitive analysis. The thought of searching for and digesting the required information may seem overwhelming, but we make it easy.

In this article, we explain how to focus your analysis by first deciding what questions you want answered. Learn how to find current and potential competitors and how many of them you need to review. Then, we cover the specific aspects of your competitors that you need to consider as well as where to find more information about them. Marketing experts weigh in on how to maintain focus during analysis. We also offer free, downloadable competitive analysis templates to start you on your own information gathering and analysis.

What Is Competitor Analysis?

Competitor analysis (CA) is a process of identifying competitors and gauging their business and marketing strategies to understand both their strengths and weaknesses and those of your own business. Competitive analysis provides a higher-level perspective of the entire marketing landscape and competitive intelligence.

“Competitive analysis is the process of analyzing all collected information to derive some insight for reducing risk and making better decisions,” explains competitive intelligence expert and author Babette Bensoussan .

“It is about your broader competitive environment,” she says. “I always remind my clients that competitors make up only one element of a business’s competitive environment. Other elements include government, technology, buyers, and suppliers, to name a few that impact how well you can compete.”

What Is the Purpose of a Competitive Analysis?

Researching your competitive landscape is essential to business growth and survival, and helps you offer better products or services to customers. You should gain an understanding of how customers view your company, what you’re doing right, and what you’re doing wrong. Therefore, competitive analysis forms a crucial part of marketing plans to help you understand what differentiates your product or service. Particularly when applying for funding, competitive analysis provides valuable insight into business plans. However, competitive analysis offers much more:

• Branding possibilities
• Insight into how competitors design products and messages
• SEO possibilities
• CRO (conversion rate optimization)
• GTM strategies
• User experience (UX) advantages of your and others’ products and websites
• Gaps in the market
• New products and services to develop
• Market trends

According to a Conductor survey , 60 percent of marketers don’t feel proficient in competitive analysis. Many don’t practice it on a regular basis. Knowledge derived from these exercises is critical, and you need to assess competition regularly. Nevertheless, marketing departments often skip competitive analysis, which leaves them with a fragmentary understanding of the landscape and competitors. Being proactive can help you anticipate and prepare for competitor developments and provide you with the agility to take advantage of changes.

According to Bensoussan, “In today’s world of constant change and information overload (whether the information be real or fake), it is critical for any business person to understand the competitive landscape and the forces that impact the profitability and viability of a business.”

What Should Be Included in a Competitive Analysis?

In most cases, a competitive analysis contains a few basic sections, which may vary depending on the size and form of your company and the focus of your analysis:

• A list of your main competitors
• An overview or what you know about them
• Who their target customers are
• A list of their products or services
• What media they use to market their goods and services
• Their current and past marketing strategies
• Their value proposition and effectiveness
• An analysis of all of the strengths and weaknesses of your competition (and your own company)
• An overview of the strategies being used by the competition to achieve their objectives
• An overview of the market and projections for the future

How to Prepare for a Competitive Analysis

One of the crucial prerequisites for a successful competitive analysis is an open mind. Check your beliefs at the door — what you think about your company, your customers, or your competitors isn’t necessarily true. That can be a good thing.

In addition, it is vital to understand why you are conducting an analysis. What are your goals for the business? What are your goals for this analysis? “Always, always be very clear as to what the decision you will be making is all about,” advises Bensoussan. “If you are not clear about your decision, then you will never know if you have good competitive analysis or just some more information.”

She offers these two questions as examples of how different the impact of each answer can be: “Tell me who’s who in the [manufacturing] of zippers?” versus “Should I enter the zipper-manufacturing industry, and can I achieve a return on investment of, say, 15 percent in three years?”

“Which question would help you the most in delivering good quality CA? Which outcome do you think would provide the most value?” Bensoussan asks.

Companies often enlist the help of outside consulting firms dedicated to conducting competitive intelligence research. Guidance on competitive intelligence support, such as database information, software platforms for market program tracking, and more is available through the Society of Competitive Intelligence Professionals .

Competitor Analysis Frameworks

Over the decades, marketing gurus have developed or advocated several competitive analysis frameworks. Here are six well-known methods to consider.

• Porter’s Five Forces Model: First published in 1979 by Harvard Business School professor Michael Porter, the Five Forces model provides a view beyond competitors to factors in your industry landscape that may threaten or strengthen your position. The Five Forces include the following:

• Potential New Entrants: Consider how much money, time, and effort it would take for a company to displace you.
• Competitive Rivalry: Determine who your competitors are, who the closest competitors are, and their products, prices, and quality. Fewer rivals mean more opportunity for your unique qualities to shine; many rivals mean more competitors to steal your customers and potentially better deals to lead customers elsewhere.
• Suppliers: The more potential suppliers you have, the better for you. Consider how having fewer suppliers might impact your operation.
• Buyers: If you have many customers, you have the power. Otherwise, buyers can negotiate more advantageous deals elsewhere or find sources other than yours. Consider how you would treat that situation.
• Substitutes (or Complements): A competitor could create a product or model that replaces yours. On the other hand, a new product or service could also complement yours, which would create a symbiotic sales situation. Complements are sometimes considered the sixth force in the model.

Porter stressed the importance of not confusing these constants with temporary disruptions, such as technological innovations or government interventions in industry.

You can download the Five Forces model below to answer your own questions about an industry or business proposition.

Download Five Forces Model

Excel  |  PDF

Industry Life Cycle Overview: Both industries and individual products have life cycles, which reflect the state of sales, whether robust or diminishing. Understand which stage of the life cycle your industry, company, or product is in to help target your marketing efforts. Product life cycles contain such stages as these:

• Introduction: At the introductory stage, a new industry or product is not well known or proven. It is usually marketed to a few early adopters. Because resources focus on product development, testing, and refinement, few or no profits accrue. Marketing focuses on explaining the product, creating awareness around it, and establishing a niche.
• Growth: As awareness grows and the industry or product becomes established, profits may also grow. However, in the growth stage, rival products may also appear. Although improvements require funds, production efficiencies may also develop. Some products have only a short growth phase. For example, a particular fashion may last for only one season. Other products experience a long or extended growth phase, such as software products, which continue their usefulness through upgrades. During the growth stage, marketing centers on differentiating the product, so it stands out from competing products.
• Maturity: In the maturity stage of a product or industry, sales may expand, but at a less accelerated rate. Fewer competitors may dominate the market and may attempt to differentiate on quality or increase sales by touting low costs.
• Saturation: You reach the saturation stage when every customer who could buy the product already owns the product. A lack of innovation or competition from a superior product could result in saturation.
• Decline/Termination: Industries and products decline for several reasons. Innovations may overtake them and render them obsolete. Businesses and product lines may fail to upgrade and innovate. At the decline or termination stage, companies may fold, continue in a smaller market, or merge with larger, successful businesses.  

Strategic Groups Analysis: You perform strategic groups analysis on companies within a business sector, such as automobiles, to see how they vie for their share of consumer expenditure. By dividing companies into strategic groups, you can understand how businesses of different sizes behave in the marketing landscape. Businesses within groups tend to be competitors, whereas businesses in other groups are related but not competitive. For example, running shoes and high-end women’s dress shoes are in different groups. Analyzing companies in this way can also reveal other significant information: direct competitors and their basis for competition; if and how a company can move to another group; and strategic problems and opportunities. Strategic groups are usually plotted on an x-y axis, where two highly relevant criteria form the axes. Here are some examples of criteria:

• Brand ownership
• Company size
• Capacity utilization
• Cost structure
• Geographical market segmentation
• Marketing activities
• Ownership structure
• Sales channels
• Product diversity
• Product quality
• R&D capability
• Vertical and horizontal integration

First, plot the companies where you think they belong on the graph. Now, with all companies plotted, create groupings. If you want, you can use larger or smaller circles to indicate market share. To gain greater insight, perform a Five Forces analysis on them, or consider the mobility barriers that prevent companies from shifting to other strategic groups.  

SWOT: Perhaps one of the most commonly addressed marketing analyses is SWOT (strengths, weaknesses, opportunities, and threats). In essence, SWOT represents what competitors do and do not do well. As you look at SWOT for competitors, also consider it for your own products and services.

• Strengths: What do they do better than you? What are they known for? Is their pricing, inventory, convenience, and level of service better than yours?
• Weaknesses: How do they fall short of your company’s standards? Can you leverage their shortcomings to improve your standing with customers?
• Opportunities: What in your competitors’ landscape can you exploit to your advantage?
• Threats: What in your competitors’ landscape threatens their business position?

Note that strengths and weaknesses focus on internal characteristics, while opportunities and threats concern external forces. SWOT can be performed separately, but it may provide a useful frame for studying a business’ products and services, marketing, and sales.  

Competitive Array: Competitive arrays, also known as competitive matrices , provide a way to quantify characteristics that may be unquantifiable. For example, if company A sells 500 widgets and company B sells 250, it’s clear which company sold more. But how do you quantify the attractiveness of online and print media or innovation? Creating the competitive array can be an individual or group exercise. To start, list your competitors across the top of your writing surface. In the left-most column, list important characteristics. Next, create a column for weighting the importance of each characteristic so that the sum of the characteristics totals one. The higher the weighting, the more important the characteristic (you may have a few characteristics with the same weight). Next, grade each competitor for each characteristic on a scale, such as from one to 10. Now, multiply the grade by the corresponding weight.  

Competitive Value Proposition Analysis: The characteristics of a value proposition are exclusivity, clarity, and credibility. This method concerns how unique the product or service is, how clearly the product message is conveyed, and whether the message is credibly supported by evidence, such as testimonials, statistics, or test results. Because customers remember only a few key advantages of your product from your media promotion, the main value proposition must be correct and clear and mesh with your actual competitive advantage. To figure out how to differentiate your company, you must determine how competitors differentiate themselves from each other. POPs (points of parity), PODs (points of difference), and POIs (points of irrelevance) help you dissect value propositions.

• Points of Parity (POPs): These are elements of customer benefit that both you and your competitors offer.
• Points of Difference (PODs): These are features of customer benefit that you offer but competitors don’t. Keep in mind that not every point of difference is significant to consumers.
• Points of Irrelevance (POIs): These are characteristics that customers don’t care about.

Your unique value proposition (differentiating characteristics) doesn’t need to appeal to every customer. Don’t make your value proposition too general. You can’t be all things to all customers, just as you can’t do what your competitors are doing.

Otherwise, there's no differentiation. You end up being like teenagers, everybody in the same jeans," says Sonia Schechter, Chief Marketing Officer of Marxent , a provider of virtual reality and augmented reality apps for furniture retailers. Therefore, target your message.

Discover your points of parity by using our POP template.

Download Points of Parity Template

Excel  |  Word  |  PDF

Who Are Your Competitors?

As a first step in competitive analysis, marketing guides typically suggest determining who your competitors are. Competitors can be divided into groups of direct competitors, indirect competitors, and future competitors.

• Direct Competitor: These are companies who sell a direct substitute for your product, operate in the same geographic area, and/or offer the same goods (such as groceries) to the same market. Ask who your customers would buy from if you weren’t in business.
• Indirect Competitor: These are companies in the same geographic area whose products occupy the same general, but not specific, category as your own (e.g., a general bakery versus a designer cake store). Indirect competition satisfies the customer’s need for a particular product or service, although that product or service may be different from yours. Similar products operating in different market segments do not represent direct competitors. For example, a high-end seafood restaurant doesn’t compete with a burger place.
• Future Competitor: Future competitors may currently be indirect competitors who change and expand solutions. In the bakery example, the general bakery could hire a high-end designer to compete with the specialty cake maker. Or, the designer cake store could branch out into breads and muffins.

It may be difficult at first to envision what types of organizations you need to analyze and whether you need to analyze all competitors.To identify competitors, ask yourself who your customers would buy from if your product did not exist. Perhaps even more important, consider who your customers think your competitors are. How many competitors you review depends: If only a few companies do what you do, analyze everyone. If you have many competitors, use Pareto analysis to focus on the critical 20 percent. Larger businesses may analyze the top 10, whereas a small business can focus on three. Disregard online competitors unless you plan to sell online.

‌ Download Pareto Chart Template - Excel

How to Find Current Competitors

Some competitors may seem obvious, but sleuthing can reveal challengers you weren’t aware of.

• Google search for a product or service similar to yours. Consider the companies in paid ads and organic returns.
• Try SEMrush to check which domains are using which keywords.
• Ask your current customers who they would choose besides you.
• Check Alexa, Google Trends, or SimilarWeb for general estimates on the popularity of domain names and keywords.
• Review Dun & Bradstreet for new incorporations.
• Consult Derwent for new patent information.
• See who has booths at trade shows.

How to Find Potential Competitors

While you consider the current playing field, you must also keep your eye on what’s coming around the corner. These are the future new entrants in your niche. Consider who might start a  business that would compete with yours. New competitors can be found in related markets, related technologies, or related products. Companies from other geographical areas with similar products may begin to sell in your area, and former employees or managers can start their own companies based on the themes of your business. In addition, consider the following conditions that may encourage competition:

• A company gains competitive advantage.
• Buyers are dissatisfied with suppliers.
• An unmet demand for goods exists.
• Few major barriers to entry exist.
• The industry offers high profit margins.
• The industry offers unrealized growth potential.
• Competitive rivalry is not intense.

It’s Not All about Competitors ( Competitive Doesn’t Always Mean Competitor )

Depending on what your product or service is and where it is in its life cycle, a competitor focus may not be optimal. For example, for emerging technologies, no true competitor may exist.

“Looking too closely at competition is a massive distraction,” Schechter notes. “If you’re selling a commodity or established product, such as a drugstore, which sells the same thing anywhere, you’d be looking at specific issues, like price, location, and assortment.”

Schecter says marketers themselves often don’t understand that what the competition is doing is not important: “Successful marketing is how you define yourself in the landscape. People don’t care about a feature-by-feature description, or even one feature. They buy the package. They like you. You’re different or you’re solving a particular problem. A new business must define and lay out the landscape for the customer.”

To succeed, understanding what customers want is key. “Marketers have nuanced detail, and customers don’t care about that detail,” Schechter continues. “But, you have to listen to their questions and engage in dialogue with them to gain real understanding,” she points out. She cites Apple’s promotion of the camera in the first iPhone as an example of marketers understanding what — out of thousands of potential functions — was important to consumers. “B2B marketing is the same. It’s about listening to customers, figuring out how they’re shopping, and trying to see through their eyes,” Schechter emphasizes.

“Obsessing over competition can get you off track. If you’re listening to customers, you’ll build the right product. But you don’t need to build your dreams on other people’s ideas,” she concludes.

Where to Find Information for a Competitive Analysis

Remember that every department of your business is a potential source for information, including the following areas:

• Sales: Questions for potential, current, and lost customers
• Research and Development: New patents
• Purchasing: Suppliers
• Marketing: Customers and other consumers

Once you’ve determined who your competitors are and what you want to learn about them and from them, you need to go information hunting:

• Visit offices or brick-and-mortar stores. What do they look like? Who’s there?
• Get financial and organizational information from public filings and from sources like Hoovers, Manta, and Dun & Bradstreet.
• Monitor PR Newswire for new developments and changes.
• Some marketing platforms may actually include information about your competitors.

Interviews and Research Surveys

Interviewing competitor customers and consumers who know little about your business is important to overcoming your preconceptions about the business landscape. You probably have specific questions in mind, but here are the basics:

• Why are you shopping for a solution?
• What were the main reasons you chose the company you did?
• Ranked from most important to least important, what are your five shopping criteria?

Media Scanning or Competitor Content Analysis

You can learn much about competitor products and messaging by scanning media. Media doesn’t just include online content (web pages, tweets, and Facebook posts) — it also includes such traditional marketing collateral as white papers, case studies, and data sheets. Moreover, consider reference materials, such as LexisNexis and Hoovers, and trade, business, or news publications for ads, news stories, and press releases. Media and content can reveal not only new products and new branding, but also new positioning and segmentation strategies, pricing, target markets, and promotion strategy.

What Information to Search for in Competitive Analysis

The approach to analysis depends on the questions requiring answers. To organize your analysis, divide it into three aspects: product or services, marketing, and sales. Each aspect contains its own questions and means of analysis.

Products and Services

Your understanding of products and services must be thorough. Investigate the complete product or service line. Try to understand who your competitors’ customers are and what they need. Look at their pricing strategy and see if it differs for online and brick-and-mortar stores. Also, consider how they differentiate from their competitors.

Tracking competitor sales processes can involve more legwork. For public companies, SEC filings provide some financial information about growth or contraction, but, for private companies, information is less readily available. Information about sales channels may be easy to find through a look in the phone book or online. You can also gather details about the sale process by asking current customers why they chose your product over others. You can also acquire valuable information by following up even after you lose a sale in order to understand the customer’s thinking. What do their partner resales programs look like? What are their revenues versus sales volume?

Marketing Efforts in Competitive Analysis

What does the competitor marketing plan entail? How do competitors invest marketing efforts? What can you do even better? A variety of approaches can help you define competitor marketing strategy.

When you identify marketing assets, take a reasonable sample of items — no need to review all of them. Just remember to keep samples consistent among competitors. Also, when reviewing items, consider the quality of the collateral. It should appear professional, with no typos, and in the formal, professional, idiomatic voice. In addition, a solid library of resources, such as consistent blog posts, whitepapers, case studies, videos, webinars, and podcasts may point you to themes and leads you should follow.

E-Marketing Strategy Competitive Analysis

Few businesses today can function without a web presence that helps generate traffic and inquiries or purchases. Some statistics say that prospective buyers visit a website as many as nine times before purchasing and, depending on the product, visit multiple sites before purchasing. Forrester research after 2010 suggests potential customers visit three sites on average before buying. The more sites visited, the more money the customer intends to spend.

Therefore, understanding how your site compares to your nearest competitors can be helpful. To drive eyes to websites, online purveyors use search engine optimization (SEO) to employ the keywords most likely to garner high search ratings in Google (and other search engines). Marketers frequently also use SEM (search engine marketing) to promote a business or product by increasing visits to a website through paid keywords. Look at how saturated their content is with keywords and where they use keywords, whether in H1 and H2 tags, page titles, content, or links. Also, look at the difficulty level of their keywords.

Consider the usability of the steps in the sales funnel as well as the navigation. What do the  landing pages say? Also, look at backlinks (i.e., links from other pages to your competitor’s page) to your web page. See how many backlinks exist — and from which pages — to understand if this is something you can improve for your website.

Structure is important, but quality content also matters. Online marketing collateral appears as blogs, white papers, ebooks, case studies or user stories, videos, webinars, podcasts, and more. But words and pictures themselves are not valuable if they don’t offer any unique information or concise approaches to existing knowledge. Check whether content is shared and which topics attract attention, or, conversely, what that content and those topics are linked to. What do readers comment on, if they do comment? Who else is sharing what your competitors are publishing?

Social Media

Certain social media platforms appeal to some audiences more than others. The channels a company favors can reveal clues to the demographics of their target market. Make note of what social media buttons they include on pages and where on the page they include them.

Software Tools for Understanding Online Competitors

Besides monitoring content, you can monitor the mechanics of competitor websites to glean more data about how marketing strategy and product offerings are changing. Software helps to automate these investigations for you. Following are some of the many products available:

• BuiltWith : See what platform was used to build a page.
• Ghostery : Find trackers on a website.
• SEMrush : Discover company rankings, organic keywords, AdWords, and analyses of backlinks.
• Versionista : Track web page and website changes, SEO changes, and more.
• Visualping : Monitor webpage updates.
• SpyFu : Find competitor keywords and AdWords, including AdWord and keyword variations and history.
• iSpionage : Track PPC and other keywords in competitor campaigns.
• SimilarWeb : Compare competitor websites to your own.
• Heatmaps: Use large amounts of data to provide a visual representation of how users interact with a website. Heatmaps can indicate where users click and look and for how long. Levels of intensity of activity are usually displayed through colors.
• Session Recording Tools: Record user browsing sessions. Session recording tools can yield a wealth of rich data, but raise some privacy concerns.
• Tag Management Systems: Advanced e-marketing implementations use tags to aid analysis and reporting. Tags are snippets of code that are usually added to the <head> tags of a web page.

Web Page User Testing for UX in Competitive Analysis

It’s essential to understand how consumers approach your website, especially for web-based products and marketing. Allow customers to test your site, and even view it yourself from a customer’s perspective, to help eliminate unnecessary steps and streamline your sales funnel. Doing so can also help to illuminate the opportunities for upsells and cross-sells.

Limiting the analysis to two or three competitors offers a manageable amount of insight into usability, which helps you avoid reviewer overload and confusion. For impartial results, don’t reveal to test participants which website is yours.

Ask test participants to enter words in Google or list the words and phrases they would use to find a certain product or service. Not only does this yield potentially fruitful keywords, it also indicates whether your site appears in search returns.

To get a sense of each participant’s impression, have them look at each website for five seconds and answer the following questions:

• What three words would you use to describe the site?
• What is it about? What products or services are offered and for whom?
• How does this website make you feel?

To understand their process, give participants a task to perform on each website. Ask them to answer the following questions:

• What was the worst thing about your visit to this website?
• What aspects of the experience could be improved?
• What did you like about the website?
• What other comments do you have?
• Which website did you like best and why?

How Much Data Do You Need in a Competitive Analysis?

It may seem overwhelming to sit down and search out your competitors’ business situations. That’s why setting a clear intention before you begin an analysis is so important. In addition, Babette Bensoussan advises that you don’t need to analyze everything:

“Over the years, I have learned that once you have 70 percent of the information required for your chosen analytical technique, you can proceed to the analysis,” she explains. “You never really need all the pieces of a jigsaw puzzle to tell you what the picture is. This same philosophy applies to analysis. More information may not yield better insights nor improve predictive accuracy.”

How Do I Write a Competitor Analysis Report?

The format of your analysis depends on individual choice and the audience. You may also choose to use one kind of format while you work through the analysis, and another when you present findings.

Take a sheet of paper. In the left-most column, write the names of your closest competitors. Across the top of the page, list the main attributes of each product, such as target market, price, size, method of distribution, extent of customer service, prospective buyers, and so on. Then, make a check or a note for each attribute the competitor fulfils. An additional column can contain information about service or product availability, the website, a toll-free phone number, and other general information.

A competitor profile helps you make a detailed record about each competitor, and also allows you to capture snapshots of a business over time. Consider listing some of the following information:

• Location of offices and factories
• Key personalities, history, and trends
• Ownership, organizational structure, and corporate governance
• Number of employees and skill sets
• Management and management style
• Compensation, benefits, and retention rates
• Plant capacity, utilization rate, age of plant, capital investment
• Product mix per plant and shipping logistics
• Products and services
• Depth of product line
• New products developed and success rate
• Research and development details
• Brands and brand loyalty and awareness
• Patents and licenses
• Quality control conformance
• Cash flow and liquidity
• Profit growth profile
• Method of growth (organic or acquisitive)
• Objectives, mission statement, growth plans, acquisitions
• Marketing strategies
• Segments served, market shares, customer base, growth rate, and customer loyalty
• Promotional mix, promotional budgets, advertising themes, ad agency used, online promotional strategy
• Distribution channels (direct and indirect) and exclusivity agreements

Here is a step-by-step process for writing a competitor analysis report:

• Write down your competitors.
• Write what you know about them already.
• Discover who their target customers are.
• Discover their pricing methods.
• Investigate their marketing strategy.
• Figure out their competitive advantage.

Download our competitive analysis landscape template to get ideas for gathering information and reporting analysis results.

Download Competitive Analysis Landscape Template

Excel  |  Word  |  PDF  | Smartsheet

Competitive Analysis for Small Businesses

Small business can be competitive. Beyond meeting financial targets, you need to understand the competitive landscape (short of allowing it to distract you) and then target a niche market.  Many of the same analyses that apply to large businesses also apply to small businesses. However, if this is your first business, or if you don’t have a marketing background, you may want to pay attention to a few aspects.

First, it is helpful to acknowledge how much or how little you know about your competitors by sketching a profile of your top two or three competitors. Next, try to learn all you can about your competition.

You can use the following template to perform a competitive analysis for your small business.

Download Small Business Competitive Analysis Template

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What Is a Competitive Analysis in a Business Plan?

Competitive analysis should play a key role in the preparation of a business plan. Particularly if you seek outside funding, your knowledge of the competitive landscape will show your understanding of your business and the market forces at play.

When starting a business, consider all the analysis questions described above, but pay particular attention to issues of growth and opportunity. Consider addressing the following circumstances:

• Whether current competitors target a specific niche or offer products to the mass market
• If, how, and why competitors are growing or reducing business
• How your company will be stronger than competitors and better able to exploit changes in the market landscape
• What you will offer customers that no one else does (your competitive advantage)

In the business plan, describe the competitive landscape as it relates to direct and indirect competitors and opportunities and risks, emphasizing your competitive advantage. This competitive analysis can form the basis for your first marketing plan.

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What is competitive analysis? Template, examples, and how-to

In this comprehensive guide, we’ll define what a competitive analysis is, describe the benefits product teams stand to gain from conducting one, and walk through the steps of how to do a competitive analysis.

Through the tutorial, we’ll refer to examples to demonstrate how each step of a competitive analysis works in practice. We’ll also provide a list of customizable, free competitive analysis templates for you to use when completing these steps on your own.

Complete guide to competitive analysis

Picture this: you just came up with the next disruptive, game changing, AI-powered e-commerce marketplace. The objective is to connect buyers with sellers to fulfill their tailored and customized product needs.

You’re confident your product will take on Etsy and other big players in the market. You did some market and user research and have a good idea of your ideal customer and their (underserved) needs. Based on this data, you believe your marketplace can reach product-market fit quickly.

It’s now time for you to dust off your copy of Sun Tzu’s  T he Art of War . Why is that, you ask?

The Art of War is an ancient Chinese military textbook that, although dated somewhere between ~500–400 B.C., is one of the most influential management books out there to this day. It provides great strategic and tactical advice. Moreover, it provides guidance to help you assess yourself and your competition to gain an advantage.

Maintaining a competitive advantage is the goal. Even if you have the best product in the world and you know there is a market for it, if you don’t understand your competition, you‘re bound to fail. That’s why you need to perform a competitive analysis.

As the band Rage Against the Machine would say, know your enemy .

What is competitive analysis?

Competitive analysis (sometimes called a competitor analysis or competition analysis) is exactly what it sounds like: a structured approach to identifying and analyzing your competitors. More concretely, it’s an assessment of your competition’s offerings, strategy, strengths, and weaknesses.

A competitive analysis helps you answer questions such as:

• Which other companies are providing a solution similar to ours?
• What are the ideal customer’s minimum expectations?
• What are they currently not getting from our product with regard to those expectations?
• What barriers do competitors in the market fce?
• What should we avoid introducing in our product?
• What price are customers willing to pay for our product?
• What value do we need to provide to make our product stand out in the market?
• What trends are happening and how might they change the playing field?

When conducted thoroughly and regularly, a competitive analysis provides you with tons of information that can be used to improve and optimize your product. The end result is a holistic overview of your competitor landscape.

Why do a competitive analysis?

Competitive analysis is a fundamental product management instrument. It helps PMs learn what works and what doesn’t when trying to acquire market share, identify market trends, and locate gaps in their product offering.

Competitive analysis exists to help you avoid making mistakes and empower you to beat competitors to the punch in the pursuit of product growth and success.

Knowing your competition will bring you great rewards. Conducting a competitive analysis will help you more effectively:

• Create benchmarks
• Identify opportunities to better serve customers
• Make strategic decisions
• Determine your pricing strategy
• Identify market gaps
• Determine distribution and marketing strategies

Typically, the first time you create a competitor analysis is when doing your market research. This helps you get an idea of the product-market fit , which will evolve along your journey.

As a product manager, your role is not to analyze how well your competitors are able to showcase themselves. It is your job to make the product what the customer needs it to be. Understanding your competitor’s capabilities, pricing, and product positioning helps you in this.

Keep in mind that your competitors will likely showcase themselves to appear better than they probably are. You’ll be able to acquire tons of information about them, but you should take that information with a pinch of salt.

How to do a competitive analysis

There is no a single way to do a competitive analysis. In general, a competitive analysis is made up of three fundamental components:

• A shortlist of competitors
• A competitor deep dive
• A holistic overview and strategy

To demonstrate how to do a competitor analysis, we’ll refer back to the example outlined in the introduction.

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Remember, in our example, we’re looking to disrupt the market with an AI-powered e-commerce marketplace app that helps buyers and sellers connect to fulfill highly customized orders. Let’s call our innovative new product AGORA.

1. Create a shortlist of your competitors

There are three types of competitors:

• Direct — Competitors that offer the same product and target the same ideal customer; you are battling direct competitors heads-on
• Indirect — Competitors that either offer a somewhat similar product or target the same ideal customer
• Replacement — Competitors that offer a different product but target the same ideal customer

For a competitive analysis, you need to identify at least your direct and indirect competitors. So how do you do that? By looking inward and researching obsessively .

Look inward

To figure out who your direct and indirect competitors are, you need to look inward first to understand your product positioning: who are you servicing and what is the offering you are providing?

You can answer these questions by doing a self-assessment using the product canvas . Originally introduced by Roman Pichler, the product canvas has since tbeen tweaked and refined.

In its core, the product canvas covers:

• The name of the product
• Objectives and key metrics for success
• The ideal customer
• A high-level overview of what’s required to meet the customer’s needs
• Just enough product details about short-term goals

For our example product, the competitive analysis might look something like this:

Research obsessively

A simple Google search using keywords from your self-assessment can get you pretty far. Other resources that can help you identify your competitors include tools such as Crunchbase, Similarweb, Statista, etc.

As the old saying goes, the customer knows best. If you don’t have many customers yet, review sites such G2, Capterra, Trustpilot, and Google Reviews can help you.

If you do have customers, go ask them. Most customers try and evaluate several products before deciding on the right product to buy. Nothing is stopping you from asking them which other brands they considered and why they ultimately chose yours.

Once you have established who your competitors are, you might find yourself in a market with many direct and indirect competitors. If that is the case, select about seven of the most relevant competitors to include in your competitor deep dive.

2. Do a deep dive on each competitor

From your a shortlist of competitors, choose about seven of your most important and dig up all the relevant information on each one.

The research conducted during the previous step will help you capture the most relevant information about your competitors for the following categories:

Company profile

Ideal customer profile, product information, market approach, swot analysis.

Start by creating a company profile for each of your competitors to gain a better understanding of who they are. Include the following information:

• Name   —  What is the name of your competitor?
• Founding date  —  When was the company founded? How long has it been in the market?
• Company size  —  How many employees does the company have? Are they equipped to service the market and innovate?
• Market share  — The portion of the market controlled by the competitor’s product
• Revenue   —  The income the competitor generates from its product
• Reputation   —  What do customers think of your competitor’s product on a scale from one to five?

Let’s apply this framework to our AGORA competitive analysis example:

It’s important to understand who your competitors are serving and who is buying the product. This not only to reconfirm that the competitor is indeed a direct (or indirect) competitor, but also to understand what customers like and dislike about the competitor’s product.

The information you’re looking for includes:

• Ideal customer   —  Who is the competitor’s target customer and what defines them?
• Motivations   —  What does the customer enjoy about your competitor’s product?
• Frustrations   —  What does the customer hate about the product?
• Primary buyer  —  Who is the primary buyer of the product? Is it the as the ideal customer, or is it a different persona?

Let’s see what this would look like following our AGORA example. Below is an example ideal customer profile for Etsy. First, for the buyer:

And the ideal customer profile for Etsy sellers:

Not to be captain obvious, but you want to capture more details about the product your competitor is offering and its positioning.

The information we’re looking for at this step includes:

• The product   —  What is the tagline your competitor is using to market its product?
• Positioning   —  Based on the quality and price of the product, place the product into a one of several buckets. For example, Economy (low quality, low price), Skimming (low quality, high price), Penetration (high quality, low price), and Premium (high quality, high price)
• Product features   —  What are the key features being marketed and promoted?

Referring to our example AGORA app, the product information associated with Etsy on a competitor analysis might look as follows:

Next, seek to understand how your competitors are bringing the product to market .

List the following information:

• Pricing — What does the product costs? If there is a tiered pricing model, what does it look like?
• Distribution channels — Through which channels is your competitor selling the product?
• Marketing channels — Through which channels is the product being promoted?

In our AGORA competitor analysis example, this section would look something like:

With all the information you’ve collected, you’ll find yourself in a good place to do a SWOT analysis . This is one of the most common and popular competitive analysis frameworks.

SWOT stands for strengths, weaknesses, opportunities, and threats:

• Strengths  —  What is going well for the competitor?
• Weaknesses   —  What is not going well? What obvious flaws are there?
• Opportunities   —  What could give your competitor an advantage?
• Threats  —  What might harm your competitor’s product?

For AGORA, our example competitive analysis might include a SWOT analysis that looks like this:

3. Develop a holistic overview and strategy

Now that you have a better view of your competitors, it’s time to determine how you want to approach them in the market: do you want to avoid your competitors or attack them?

Two extremely useful tools that can help you make this assessment are the competitive matrix and battle cards .

Competitive matrix

One way to operationalize the data you gathered during your competitive analysis is to plot out a four-quadrant competitive matrix.

Define key factors for the and x and y axes and plot yourself and your competition accordingly to see how you stack up. This approach is also known as perceptual mapping.

A competitive matrix for our example would look like this:

Battle cards

You can use the four-quadrant competitive matrix and competitor insights to create battle cards for each of your competitors.

Battle cards are a visual aid that help you compare your product against those of your competitors at a glance. It’s a quick and easy way to see how you stack up in key areas of performance and value. It’s also a neat way to help sales in their conversations with customers.

Here’s what you should include on each battle card:

• Company name — Name of your competitor
• Powers  —  What makes this competitor stand out from the rest?
• How we win   —  What should we do to gain a competitive advantage over this competitor?
• Why we lose   —  What is this competitor better at? What should we avoid so we don’t lose market share?
• Pricing   —  How much of a threat is the competitor’s product to our market share (low, medium, or high)?
• Strategy   — Should we attack or avoid this competitor?

A battle card for our example competitive analysis might look as follows:

Alternative competitive analysis frameworks

If you‘ve followed the framework described above, you should have solid insight into your competitors, your product opportunities, and the best strategy to attack or avoid your competitors in the market.

If you want to dig deeper, you can follow up your competitive analysis by producing a Five Forces analysis and/or customer journey map .

The Five Forces model

You still might want to consider gaining more insights into the competitive structure of the market you are in — in other words, gain a better understanding of how easy it is to either enter or be replaced by a competitor in the market.

A great framework to use for this type of competitor analysis is the Five Forces model , originally conceived by Michael Porter.

According to the Five Forces model, you can assess the market you are in by looking at:

• Intensity of competitive rivalry
• Negotiation power of new buyers
• Negotiation power of suppliers
• Threat of new entrants
• Threat of substitutes

Customer journey map

Instead of zooming out, you can also zoom in on the journey ideal customers make when interacting with the product itself, the distribution, or marketing channels.

On a journey map, your touchpoints are the customer, the activity performed, how the customer experiences the activities, and their expectations.

Free competitive analysis templates

A competitive analysis is a continuously updated document packed with information about your most important competitors to help you determine how to approach them in your target market.

The competitive analysis model described in this article consists of three steps that are designed to produce the insights you need to rule the market once and for all.

Below are free, customizable competitive analysis templates for each step of the process described in this article:

• Competitive analysis template
• Product canvas template
• Competitive matrix template
• Battle card template
• Customer journey map template

NOTE : To use and customize the competitive analysis templates above, after opening, select File > Make a copy from the main menu.

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How to create a competitive analysis (with examples)

Competitive analysis involves identifying your direct and indirect competitors using research to reveal their strengths and weaknesses in relation to your own. In this guide, we’ll outline how to do a competitive analysis and explain how you can use this marketing strategy to improve your business.

Whether you’re running a business or playing in a football game, understanding your competition is crucial for success. While you may not be scoring touchdowns in the office, your goal is to score business deals with clients or win customers with your products. The method of preparation for athletes and business owners is similar—once you understand your strengths and weaknesses versus your competitors’, you can level up. 

What is a competitive analysis?

Competitive analysis involves identifying your direct and indirect competitors using research to reveal their strengths and weaknesses in relation to your own. 

Direct competitors market the same product to the same audience as you, while indirect competitors market the same product to a different audience. After identifying your competitors, you can use the information you gather to see where you stand in the market landscape. 

What to include in a competitive analysis

The purpose of this type of analysis is to get a competitive advantage in the market and improve your business strategy. Without a competitive analysis, it’s difficult to know what others are doing to win clients or customers in your target market. A competitive analysis report may include:

A description of your company’s target market

Details about your product or service versus the competitors’

Current and projected market share, sales, and revenues

Pricing comparison

Marketing and social media strategy analysis

Differences in customer ratings

You’ll compare each detail of your product or service versus the competition to assess strategy efficacy. By comparing success metrics across companies, you can make data-driven decisions.

How to do a competitive analysis

Follow these five steps to create your competitive analysis report and get a broad view of where you fit in the market. This process can help you analyze a handful of competitors at one time and better approach your target customers.

1. Create a competitor overview

In step one, select between five and 10 competitors to compare against your company. The competitors you choose should have similar product or service offerings and a similar business model to you. You should also choose a mix of both direct and indirect competitors so you can see how new markets might affect your company. Choosing both startup and seasoned competitors will further diversify your analysis.

Tip: To find competitors in your industry, use Google or Amazon to search for your product or service. The top results that emerge are likely your competitors. If you’re a startup or you serve a niche market, you may need to dive deeper into the rankings to find your direct competitors.

2. Conduct market research

Once you know the competitors you want to analyze, you’ll begin in-depth market research. This will be a mixture of primary and secondary research. Primary research comes directly from customers or the product itself, while secondary research is information that’s already compiled. Then, keep track of the data you collect in a user research template .

Primary market research may include: 

Purchasing competitors’ products or services

Interviewing customers

Conducting online surveys of customers 

Holding in-person focus groups

Secondary market research may include:

Examining competitors’ websites

Assessing the current economic situation

Identifying technological developments 

Reading company records

Tip: Search engine analysis tools like Ahrefs and SEMrush can help you examine competitors’ websites and obtain crucial SEO information such as the keywords they’re targeting, the number of backlinks they have, and the overall health of their website. 

3. Compare product features

The next step in your analysis involves a comparison of your product to your competitors’ products. This comparison should break down the products feature by feature. While every product has its own unique features, most products will likely include:

Service offered

Age of audience served

Number of features

Style and design

Ease of use

Type and number of warranties

Customer support offered

Product quality

Tip: If your features table gets too long, abbreviate this step by listing the features you believe are of most importance to your analysis. Important features may include cost, product benefits, and ease of use.

4. Compare product marketing

The next step in your analysis will look similar to the one before, except you’ll compare the marketing efforts of your competitors instead of the product features. Unlike the product features matrix you created, you’ll need to go deeper to unveil each company’s marketing plan . 

Areas you’ll want to analyze include:

Social media

Website copy

Press releases

Product copy

As you analyze the above, ask questions to dig deeper into each company’s marketing strategies. The questions you should ask will vary by industry, but may include:

What story are they trying to tell?

What value do they bring to their customers?

What’s their company mission?

What’s their brand voice?

Tip: You can identify your competitors’ target demographic in this step by referencing their customer base, either from their website or from testimonials. This information can help you build customer personas. When you can picture who your competitor actively targets, you can better understand their marketing tactics. 

5. Use a SWOT analysis

Competitive intelligence will make up a significant part of your competitor analysis framework, but once you’ve gathered your information, you can turn the focus back to your company. A SWOT analysis helps you identify your company’s strengths and weaknesses. It also helps turn weaknesses into opportunities and assess threats you face based on your competition.

During a SWOT analysis, ask yourself:

What do we do well?

What could we improve?

Are there market gaps in our services?

What new market trends are on the horizon?

Tip: Your research from the previous steps in the competitive analysis will help you answer these questions and fill in your SWOT analysis. You can visually present your findings in a SWOT matrix, which is a four-box chart divided by category.

6. Identify your place in the market landscape

The last step in your competitive analysis is to understand where you stand in the market landscape. To do this, you’ll create a graph with an X and Y axis. The two axes should represent the most important factors for being competitive in your market. 

For example, the X-axis may represent customer satisfaction, while the Y-axis may represent presence in the market. You’ll then plot each competitor on the graph according to their (x,y) coordinates. You’ll also plot your company on this chart, which will give you an idea of where you stand in relation to your competitors. 

This graph is included for informational purposes and does not represent Asana’s market landscape or any specific industry’s market landscape. 

Tip: In this example, you’ll see three companies that have a greater market presence and greater customer satisfaction than yours, while two companies have a similar market presence but higher customer satisfaction. This data should jumpstart the problem-solving process because you now know which competitors are the biggest threats and you can see where you fall short. 

Competitive analysis example

Imagine you work at a marketing startup that provides SEO for dentists, which is a niche industry and only has a few competitors. You decide to conduct a market analysis for your business. To do so, you would:

Step 1: Use Google to compile a list of your competitors. 

Steps 2, 3, and 4: Use your competitors’ websites, as well as SEO analysis tools like Ahrefs, to deep-dive into the service offerings and marketing strategies of each company. 

Step 5: Focusing back on your own company, you conduct a SWOT analysis to assess your own strategic goals and get a visual of your strengths and weaknesses. 

Step 6: Finally, you create a graph of the market landscape and conclude that there are two companies beating your company in customer satisfaction and market presence. 

After compiling this information into a table like the one below, you consider a unique strategy. To beat out your competitors, you can use localization. Instead of marketing to dentists nationwide like your competitors are doing, you decide to focus your marketing strategy on one region, state, or city. Once you’ve become the known SEO company for dentists in that city, you’ll branch out. 

You won’t know what conclusions you can draw from your competitive analysis until you do the work and see the results. Whether you decide on a new pricing strategy, a way to level up your marketing, or a revamp of your product, understanding your competition can provide significant insight.

Drawbacks of competitive analysis

There are some drawbacks to competitive analysis you should consider before moving forward with your report. While these drawbacks are minor, understanding them can make you an even better manager or business owner. 

Don’t forget to take action

You don’t just want to gather the information from your competitive analysis—you also want to take action on that information. The data itself will only show you where you fit into the market landscape. The key to competitive analysis is using it to problem solve and improve your company’s strategic plan .

Be wary of confirmation bias

Confirmation bias means interpreting information based on the beliefs you already hold. This is bad because it can cause you to hold on to false beliefs. To avoid bias, you should rely on all the data available to back up your decisions. In the example above, the business owner may believe they’re the best in the SEO dental market at social media. Because of this belief, when they do market research for social media, they may only collect enough information to confirm their own bias—even if their competitors are statistically better at social media. However, if they were to rely on all the data available, they could eliminate this bias.

Update your analysis regularly

A competitive analysis report represents a snapshot of the market landscape as it currently stands. This report can help you gain enough information to make changes to your company, but you shouldn’t refer to the document again unless you update the information regularly. Market trends are always changing, and although it’s tedious to update your report, doing so will ensure you get accurate insight into your competitors at all times. 

Boost your marketing strategy with competitive analysis

Learning your competitors’ strengths and weaknesses will make you a better marketer. If you don’t know the competition you’re up against, you can’t beat them. Using competitive analysis can boost your marketing strategy and allow you to capture your target audience faster.

Competitive analysis must lead to action, which means following up on your findings with clear business goals and a strong business plan. Once you do your competitive analysis, you can use the templates below to put your plan into action.

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How to Write a Competitive Analysis for Your Business Plan

11 min. read

Updated January 3, 2024

Do you know who your competitors are? If you do, have you taken the time to conduct a thorough competitor analysis?

Knowing your competitors, how they operate, and the necessary benchmarks you need to hit are crucial to positioning your business for success. Investors will also want to see an analysis of the competition in your business plan.

In this guide, we’ll explore the significance of competitive analysis and guide you through the essential steps to conduct and write your own. 

You’ll learn how to identify and evaluate competitors to better understand the opportunities and threats to your business. And you’ll be given a four-step process to describe and visualize how your business fits within the competitive landscape.

• What is a competitive analysis?

A competitive analysis is the process of gathering information about your competitors and using it to identify their strengths and weaknesses. This information can then be used to develop strategies to improve your own business and gain a competitive advantage.

• How to conduct a competitive analysis

Before you start writing about the competition, you need to conduct your analysis. Here are the steps you need to take:

1. Identify your competitors

The first step in conducting a comprehensive competitive analysis is to identify your competitors. 

Start by creating a list of both direct and indirect competitors within your industry or market segment. Direct competitors offer similar products or services, while indirect competitors solve the same problems your company does, but with different products or services.

Keep in mind that this list may change over time. It’s crucial to revisit it regularly to keep track of any new entrants or changes to your current competitors. For instance, a new competitor may enter the market, or an existing competitor may change their product offerings.

2. Analyze the market

Once you’ve identified your competitors, you need to study the overall market. 

This includes the market size , growth rate, trends, and customer preferences. Be sure that you understand the key drivers of demand, demographic and psychographic profiles of your target audience , and any potential market gaps or opportunities.

Conducting a market analysis can require a significant amount of research and data collection. Luckily, if you’re writing a business plan you’ll follow this process to complete the market analysis section . So, doing this research has value for multiple parts of your plan.

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3. Create a competitive framework

You’ll need to establish criteria for comparing your business with competitors. You want the metrics and information you choose to provide answers to specific questions. (“Do we have the same customers?” “What features are offered?” “How many customers are being served?”)

Here are some common factors to consider including: 

• Market share
• Product/service offerings or features
• Distribution channels
• Target markets
• Marketing strategies
• Customer service

4. Research your competitors

You can now begin gathering information about your competitors. Because you spent the time to explore the market and set up a comparison framework—your research will be far more focused and easier to complete.

There’s no perfect research process, so start by exploring sources such as competitor websites, social media, customer reviews, industry reports, press releases, and public financial statements. You may also want to conduct primary research by interviewing customers, suppliers, or industry experts.

You can check out our full guide on conducting market research for more specific steps.

5. Assess their strengths and weaknesses

Evaluate each competitor based on the criteria you’ve established in the competitive framework. Identify their key strengths (competitive advantages) and weaknesses (areas where they underperform).

6. Identify opportunities and threats

Based on the strengths and weaknesses of your competitors, identify opportunities (areas where you can outperform them) and threats (areas where they may outperform you) for your business. 

You can check out our full guide to conducting a SWOT analysis for more specific questions that you should ask as part of each step. 

• How to write your competitive analysis

Once you’ve done your research, it’s time to present your findings in your business plan. Here are the steps you need to take:

1. Determine who your audience is

Who you are writing a business plan for (investors, partners, employees, etc.) may require you to format your competitive analysis differently. 

For an internal business plan you’ll use with your team, the competition section should help them better understand the competition. You and your team will use it to look at comparative strengths and weaknesses to help you develop strategies to gain a competitive advantage.

For fundraising, your plan will be shared with potential investors or as part of a bank loan. In this case, you’re describing the competition to reassure your target reader. You are showing awareness and a firm understanding of the competition, and are positioned to take advantage of opportunities while avoiding the pitfalls.

2. Describe your competitive position

You need to know how your business stacks up, based on the values it offers to your chosen target market. To run this comparison, you’ll be using the same criteria from the competitive framework you completed earlier. You need to identify your competitive advantages and weaknesses, and any areas where you can improve.

The goal is positioning (setting your business up against the background of other offerings), and making that position clear to the target market. Here are a few questions to ask yourself in order to define your competitive position:

• How are you going to take advantage of your distinctive differences, in your customers’ eyes? 
• What are you doing better? 
• How do you work toward strengths and away from weaknesses?
• What do you want the world to think and say about you and how you compare to others?

3. Visualize your competitive position

There are a few different ways to present your competitive framework in your business plan. The first is a “positioning map” and the second is a “competitive matrix”. Depending on your needs, you can use one or both of these to communicate the information that you gathered during your competitive analysis:

Positioning map

The positioning map plots two product or business benefits across a horizontal and vertical axis. The furthest points of each represent opposite extremes (Hot and cold for example) that intersect in the middle. With this simple chart, you can drop your own business and the competition into the zone that best represents the combination of both factors.

I often refer to marketing expert Philip Kohler’s simple strategic positioning map of breakfast, shown here. You can easily draw your own map with any two factors of competition to see how a market stacks up.

It’s quite common to see the price on one axis and some important qualitative factor on the other, with the assumption that there should be a rough relationship between price and quality.

Competitive matrix

It’s pretty common for most business plans to also include a competitive matrix. It shows how different competitors stack up according to the factors identified in your competitive framework. 

How do you stack up against the others? Here’s what a typical competitive matrix looks like:

For the record, I’ve seen dozens of competitive matrices in plans and pitches. I’ve never seen a single one that didn’t show that this company does more of what the market wants than all others. So maybe that tells you something about credibility and how to increase it. Still, the ones I see are all in the context of seeking investment, so maybe that’s the nature of the game.

4. Explain your strategies for gaining a competitive edge

Your business plan should also explain the strategies your business will use to capitalize on the opportunities you’ve identified while mitigating any threats from competition. This may involve improving your product/service offerings, targeting underserved market segments, offering more attractive price points, focusing on better customer service, or developing innovative marketing strategies.

While you should cover these strategies in the competition section, this information should be expanded on further in other areas of your business plan. 

For example, based on your competitive analysis you show that most competitors have the same feature set. As part of your strategy, you see a few obvious ways to better serve your target market with additional product features. This information should be referenced within your products and services section to back up your problem and solution statement. 

• Why competition is a good thing

Business owners often wish that they had no competition. They think that with no competition, the entire market for their product or service will be theirs. That is simply not the case—especially for new startups that have truly innovative products and services. Here’s why:

Competition validates your idea

You know you have a good idea when other people are coming up with similar products or services. Competition validates the market and the fact that there are most likely customers for your new product. This also means that the costs of marketing and educating your market go down (see my next point).

Competition helps educate your target market

Being first-to-market can be a huge advantage. It also means that you will have to spend way more than the next player to educate customers about your new widget, your new solution to a problem, and your new approach to services. 

This is especially true for businesses that are extremely innovative. These first-to-market businesses will be facing customers that didn’t know that there was a solution to their problem . These potential customers might not even know that they have a problem that can be solved in a better way. 

If you’re a first-to-market company, you will have an uphill battle to educate consumers—an often expensive and time-consuming process. The 2nd-to-market will enjoy all the benefits of an educated marketplace without the large marketing expense.

Competition pushes you

Businesses that have little or no competition become stagnant. Customers have few alternatives to choose from, so there is no incentive to innovate. Constant competition ensures that your marketplace continues to evolve and that your product offering continues to evolve with it.

Competition forces focus & differentiation

Without competition, it’s easy to lose focus on your core business and your core customers and start expanding into areas that don’t serve your best customers. Competition forces you and your business to figure out how to be different than your competition while focusing on your customers. In the long term, competition will help you build a better business.

• What if there is no competition?

One mistake many new businesses make is thinking that just because nobody else is doing exactly what they’re doing, their business is a sure thing. If you’re struggling to find competitors, ask yourself these questions.

Is there a good reason why no one else is doing it?

The smart thing to do is ask yourself,  “Why isn’t anyone else doing it?”

It’s possible that nobody’s selling cod-liver frozen yogurt in your area because there’s simply no market for it. Ask around, talk to people, and do your market research. If you determine that you’ve got customers out there, you’re in good shape.

But that still doesn’t mean there’s no competition.

How are customers getting their needs met?

There may not be another cod-liver frozen yogurt shop within 500 miles. But maybe an online distributor sells cod-liver oil to do-it-yourselfers who make their own fro-yo at home. Or maybe your potential customers are eating frozen salmon pops right now. 

Are there any businesses that are indirect competitors?

Don’t think of competition as only other businesses that do exactly what you do. Think about what currently exists on the market that your product would displace.

It’s the difference between direct competition and indirect competition. When Henry Ford started successfully mass-producing automobiles in the U.S., he didn’t have other automakers to compete with. His competition was horse-and-buggy makers, bicycles, and railroads.

Do a competitive analysis, but don’t let it derail your planning

While it’s important that you know the competition, don’t get too caught up in the research. 

If all you do is track your competition and do endless competitive analyses, you won’t be able to come up with original ideas. You will end up looking and acting just like your competition. Instead, make a habit of NOT visiting your competition’s website, NOT going into their store, and NOT calling their sales office. 

Focus instead on how you can provide the best service possible and spend your time talking to your customers. Figure out how you can better serve the next person that walks in the door so that they become a lifetime customer, a reference, or a referral source.

If you focus too much on the competition, you will become a copycat. When that happens, it won’t matter to a customer if they walk into your store or the competition’s because you will both be the same.

Tim Berry is the founder and chairman of Palo Alto Software , a co-founder of Borland International, and a recognized expert in business planning. He has an MBA from Stanford and degrees with honors from the University of Oregon and the University of Notre Dame. Today, Tim dedicates most of his time to blogging, teaching and evangelizing for business planning.

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What is a Competitive Analysis — and How Do You Conduct One?

Published: April 24, 2024

Every time I work with a new brand, my first order of business is to conduct a competitive analysis. 

A competitive analysis report helps me understand the brand’s position in the market, map competitors’ strengths/weaknesses, and discover growth opportunities. 

In this article, I’ll break down the exact steps I follow to conduct competitor analysis and identify ways to one-up top brands in the market. 

We’ll cover:

What is competitive analysis?

What is competitive market research, competitive analysis in marketing.

• How To Conduct Competitive Analysis in 5 Steps

How to Do a Competitive Analysis (the Extended Cut)

Competitive product analysis, competitive analysis example, competitive analysis templates.

• Competitive Analysis FAQs

Competitive analysis is the process of comparing your competitors against your brand to understand their core differentiators, strengths, and weaknesses. It’s an in-depth breakdown of each competitor’s market position, sales & marketing tactics, growth strategy, and other business-critical aspects to see what they’re doing right and find opportunities for your business.

Competitive analysis gives you a clearer picture of the market landscape to make informed decisions for your growth. 

That said, you have to remember that competitive analysis is an opportunity to learn from others. It isn’t:

• Copying successful competitors to the T.
• Trying to undercut others’ pricing.
• A one-and-done exercise.

Let’s look at how this exercise can help your business before breaking down my 5-step competitive analysis framework.

4 Reasons to Perform Competitive Analysis 

If you’re on the fence about investing time and effort in analyzing your competitors, know that it gives you a complete picture of the market and where you stand in it.

Here are four main reasons why I perform a competitive analysis exercise whenever working with a brand for the first time:

• Identify your differentiators. Think of competitor analysis as a chance to reflect on your own business and discover what sets you apart from the crowd. And if you’re only starting out, it helps you brainstorm the best opportunities to differentiate your business.
• Find competitors’ strengths. What are your competitors doing right to drive their growth? Analyzing the ins and outs of an industry leader will tell you what they did well to reach the top position in the market.
• Set benchmarks for success. A competitor analysis gives you a realistic idea of mapping your progress with success metrics. While every business has its own path to success, you can always look at a competitor’s trajectory to assess whether you’re on the right track.
• Get closer to your target audience. A good competitor analysis framework zooms in on your audience. It gives you a pulse of your customers by evaluating what they like, dislike, prefer, and complain about when reviewing competing brands.

The bottom line: Whether you’re starting a new business or revamping an existing one, a competitive analysis eliminates guesswork and gives you concrete information to build your business strategy.

10 Free Competitive Analysis Templates

Track and analyze your competitors with these ten free planning templates.

• SWOT Analysis
• Battle Cards
• Feature Comparison
• Strategic Overview

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Competitive market research is a vital exercise that goes beyond merely comparing products or services. It involves an in-depth analysis of the market metrics that distinguish your offerings from those of your competitors.

A thorough market research doesn't just highlight these differences but leverages them, laying a solid foundation for a sales and marketing strategy that truly differentiates your business in a bustling market.

In the next section, we’ll explore the nuts and bolts of conducting a detailed competitive analysis tailored to your brand.

10 Competitive Analysis Templates

Fill out the form to access the templates., essential aspects to cover in competitive analysis research .

Before we walk through our step-by-step process for conducting competitor analysis, let’s look at the main aspects to include for every competitor:

• Overview. A summary of the company — where it’s located, target market, and target audience.
• Primary offering. A breakdown of what they sell and how they compare against your brand.
• Pricing strategy. A comparison of their pricing for different products with your pricing.
• Positioning.  An analysis of their core messaging to see how they position themselves. Customer feedback: A curation of what customers have to say about the brand.

Now, it’s time to learn how to conduct a competitive analysis with an example to contextualize each step. 

Every brand can benefit from regular competitor analysis. By performing a competitor analysis, you'll be able to:

• Identify gaps in the market.
• Develop new products and services.
• Uncover market trends.
• Market and sell more effectively.

As you can see, learning any of these four components will lead your brand down the path of achievement.

Next, let's dive into some steps you can take to conduct a comprehensive competitive analysis.

How to Conduct Competitive Analysis in 5 Quick Steps

As a content marketer, I’ve performed a competitive analysis for several brands to improve their messaging, plan their marketing strategy, and explore new channels. Here are the five steps I follow to analyze competitors.

1. Identify and categorize all competitors.

The first step is a simple yet strategic one. You have to identify all possible competitors in your industry, even the lesser-known ones. The goal here is to be aware of all the players in the market instead of arbitrarily choosing to ignore a few.

As you find more and more competitors, categorize them into these buckets:

• Direct competitors. These brands offer the same product/service as you to the same target audience. People will often compare you to these brands when making a buying decision. For example, Arcade and Storylane are direct competitors in the demo automation category.
• Indirect competitors. These businesses solve the same problem but with a different solution. They present opportunities for you to expand your offering. For example, Scribe and Whatfix solve the problem of documentation + internal training, but in different ways.
• Legacy competitors. These are established companies operating in your industry for several years. They have a solid reputation in the market and are a trusted name among customers. For example, Ahrefs is a legacy competitor in the SEO industry.
• Emerging competitors. These are new players in the market with an innovative business model and unique value propositions that pose a threat to existing brands. For example, ChatGPT came in as a disruptor in the conversational AI space and outperformed several brands. 

Here’s a competitive matrix classifying brands in the community and housing space:

Testing It Out

To help you understand each step clearly, we’ll use the example of Trello and create a competitor analysis report using these steps.

Here’s a table of the main competitors for Trello:

able of the main competitors for Trello:

2. Determine each competitor’s market position.

Once you know all your competitors, start analyzing their position in the market. This step will help you understand where you currently stand in terms of market share and customer satisfaction. It’ll also reveal the big guns in your industry — the leading competitors to prioritize in your analysis report.

Plus, visualizing the market landscape will tell you what’s missing in the current state. You can find gaps and opportunities for your brand to thrive even in a saturated market.

To map competitors’ market positions, create a graph with two factors: market presence (Y-axis) and customer satisfaction (X-axis). Then, place competitors in each of these quadrants:

• Niche. These are brands with a low market share but rank high on customer satisfaction. They’re likely targeting a specific segment of the audience and doing it well.
• Contenders. These brands rank low on customer satisfaction but have a good market presence. They might be new entrants with a strong sales and marketing strategy.
• Leaders. These brands own a big market share and have highly satisfied customers. They’re the dominant players with a solid reputation among your audience.
• High performers. These are another category of new entrants scoring high on customer satisfaction but with a low market share. They’re a good alternative for people not looking to buy from big brands.

This visualization will tell you exactly how crowded the market is. But it’ll also highlight ways to gain momentum and compete with existing brands.

Here’s a market landscape grid by G2 documenting all of Trello’s competitors in the project management space. For a leading brand like Trello, the goal would be to look at top brands in two quadrants: “Leaders” and “High Performers.” 

Image Source

3. Extensively benchmark key competitors.

Step 2 will narrow down your focus from dozens of competitors to the few most important ones to target. Now, it’s time to examine each competitor thoroughly and prepare a benchmarking report.

Remember that this exercise isn’t meant to find shortcomings in every competitor. You have to objectively determine both the good and bad aspects of each brand.

Here are the core factors to consider when benchmarking competitors:

• Quality. Assess the quality of products/services for each competitor. You can compare product features to see what’s giving them an edge over you. You can also evaluate customer reviews to understand what users have to say about the quality of their offering.
• Price. Document the price points for every competitor to understand their pricing tactics. You can also interview their customers to find the value for money from users’ perspectives.
• Customer service. Check how they deliver support — through chat, phone, email, knowledge base, and more. You can also find customer ratings on different third-party platforms.
• Brand reputation. You should also compare each competitor’s reputation in the market to understand how people perceive the brand. Look out for anything critical people say about specific competitors.  
• Financial health. If possible, look for performance indicators to assess a brand's financial progress. You can find data on metrics like revenue growth and profit margins. 

This benchmarking exercise will involve a combination of primary and secondary research. Invest enough time in this step to ensure that your competitive analysis is completely airtight.

Check out this example of a competitor benchmarking report for workforce intelligence tools:

Here’s how I benchmarked Asana based on these criteria using the information I could find:

4. Deep dive into their marketing strategy.

While the first few steps will tell you what you can improve in your core product or service, you also need to find how competitors market their products.

You need to deep-dive into their marketing strategies to learn how they approach buyers. I analyze every marketing channel, then note my observations on how they speak to their audience and highlight their brand personality.

Here are a few key marketing channels to explore:

• Website. Analyze the website structure and copy to understand their positioning and brand voice.
• Email. Subscribe to emails to learn their cadence, copywriting style, content covered, and other aspects.
• Paid ads. Use tools like Ahrefs and Semrush to find if any competitor is running paid ads on search engines.
• Thought leadership. Follow a brand’s thought leadership efforts with content assets like podcasts, webinars, courses, and more.
• Digital PR. Explore whether a brand is investing in digital PR to build buzz around its business and analyze its strategy.
• Social media. See how actively brands use different social channels and what kind of content is working best for them.
• Partnerships. Analyze high-value partnerships to see if brands work closely with any companies and mutually benefit each other.

You can create a detailed document capturing every detail of a competitor’s marketing strategy. This will give you the right direction to plan your marketing efforts. 

5. Perform a SWOT analysis.

The final step in a competitive analysis exercise is creating a SWOT analysis matrix for each company. This means you‘ll take note of your competitor’s strengths, weaknesses, opportunities, and threats. Think of it as the final step to consolidate all your research and answer these questions:

• What is your competitor doing well?
• Where do they have an advantage over your brand?
• What is the weakest area for your competitor?
• Where does your brand have the advantage over your competitor?
• In what areas would you consider this competitor a threat?
• Are there opportunities in the market that your competitor has identified?

You can use tools like Miro to visualize this data. Once you visually present this data, you’ll get a clearer idea of where you can outgrow each competitor. 

Here’s a SWOT analysis matrix I created for Asana as a competitor of Trello:

• Determine who your competitors are.
• Determine what products your competitors offer.
• Research your competitors' sales tactics and results.
• Take a look at your competitors' pricing, as well as any perks they offer.
• Ensure you're meeting competitive shipping costs.
• Analyze how your competitors market their products.
• Take note of your competition's content strategy.
• Learn what technology stack your competitors use.
• Analyze the level of engagement on your competitors' content.
• Observe how they promote marketing content.
• Look at their social media presence, strategies, and go-to platforms.
• Perform a SWOT Analysis to learn their strengths, weaknesses, opportunities, and threats.

To run a complete and effective competitive analysis, use these ten templates, which range in purpose from sales to marketing to product strategy.

Featured Resource: 10 Competitive Analysis Templates

1. Assess your current product pricing.

The first step in any product analysis is to assess current pricing.

Nintendo offers three models of its Switch console: The smaller lite version is priced at $199, the standard version is $299, and the new OLED version is $349.

Sony, meanwhile, offers two versions of its PlayStation 5 console: The standard edition costs $499, and the digital version, which doesn’t include a disc drive, is $399.

2. Compare key features.

Next is a comparison of key features. In the case of our console example, this means comparing features like processing power, memory, and hard drive space.

3. Pinpoint differentiators.

With basic features compared, it’s time to dive deeper with differentiators. While a glance at the chart above seems to indicate that the PS5 is outperforming its competition, this data only tells part of the story.

Here’s why: The big selling point of the standard and OLED Switch models is that they can be played as either handheld consoles or docked with a base station connected to a TV. What’s more, this “switching” happens seamlessly, allowing players to play whenever, wherever.

The Playstation offering, meanwhile, has leaned into market-exclusive games that are only available on its system to help differentiate them from their competitors.

4. Identify market gaps.

The last step in a competitive product analysis is looking for gaps in the market that could help your company get ahead.

When it comes to the console market, one potential opportunity gaining traction is the delivery of games via cloud-based services rather than physical hardware.

Companies like Nvidia and Google have already made inroads in this space, and if they can overcome issues with bandwidth and latency, it could change the market at scale.

How do you stack up against the competition? Where are you similar, and what sets you apart? This is the goal of competitive analysis.

By understanding where your brand and competitors overlap and diverge, you’re better positioned to make strategic decisions that can help grow your brand.

Of course, it’s one thing to understand the benefits of competitive analysis, and it’s another to actually carry out an analysis that yields actionable results. Don’t worry — we’ve got you covered with a quick example.

Sony vs. Nintendo: Not all fun and games.

Let’s take a look at popular gaming system companies Sony and Nintendo.

Sony’s newest offering — the Playstation 5 — recently hit the market but has been plagued by supply shortages.

Nintendo’s Switch console, meanwhile, has been around for several years but remains a consistent seller, especially among teens and children.

This scenario is familiar for many companies on both sides of the coin; some have introduced new products designed to compete with established market leaders, while others are looking to ensure that reliable sales don’t fall.

Using some of the steps listed above, here’s a quick competitive analysis example.

In our example, it’s Sony vs Nintendo, but it’s also worth considering Microsoft’s Xbox, which occupies the same general market vertical.

This is critical for effective analysis; even if you’re focused on specific competitors and how they compare, it’s worth considering other similar market offerings.

PlayStation offers two PS5 versions, digital and standard, at different price points, while Nintendo offers three versions of its console.

Both companies also sell peripherals — for example, Sony sells virtual reality (VR) add-ons, while Nintendo sells gaming peripherals such as steering wheels, tennis rackets, and differing controller configurations.

When it comes to sales tactics and marketing, Sony and Nintendo have very different approaches.

In part thanks to the recent semiconductor shortage, Sony has driven up demand via scarcity — very low volumes of PS5 consoles remain available. Nintendo, meanwhile, has adopted a broader approach by targeting families as its primary customer base.

This effort is bolstered by the Switch Lite product line, which is smaller and less expensive, making it a popular choice for children.

The numbers tell the tale : Through September 2021, Nintendo sold 14.3 million consoles, while Sony sold 7.8 million.

Sony has the higher price point: Their standard PS5 sells for $499, while Nintendo’s most expensive offering comes in at $349. Both offer robust digital marketplaces and the ability to easily download new games or services.

Here, the key differentiators are flexibility and fidelity. The Switch is flexible — users can dock it with their television and play it like a standard console or pick it up and take it anywhere as a handheld gaming system.

The PS5, meanwhile, has superior graphics hardware and processing power for gamers who want the highest-fidelity experience.

5. Analyze how your competitors market their products.

If you compare the marketing efforts of Nintendo and Sony, the difference is immediately apparent: Sony’s ads feature realistic in-game footage and speak to the exclusive nature of their game titles.

The company has managed to secure deals with several high-profile game developers for exclusive access to new and existing IPs.

Nintendo, meanwhile, uses brightly lit ads showing happy families playing together or children using their smaller Switches while traveling.

6. Analyze the level of engagement on your competitor's content.

Engagement helps drive sales and encourage repeat purchases.

While there are several ways to measure engagement, social media is one of the most straightforward: In general, more followers equates to more engagement and greater market impact.

When it comes to our example, Sony enjoys a significant lead over Nintendo: While the official Playstation Facebook page has 38 million followers, Nintendo has just 5 million.

Competitive analysis is complex, especially when you’re assessing multiple companies and products simultaneously.

To help streamline the process, we’ve created 10 free templates that make it possible to see how you stack up against the competition — and what you can do to increase market share.

Let’s break down our SWOT analysis template. Here’s what it looks like:

Don't forget to share this post!

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Blog Marketing How to Create a Competitor Analysis Report (with Examples)

How to Create a Competitor Analysis Report (with Examples)

Written by: Midori Nediger Nov 09, 2023

Your business will always have competition.

And if you don’t know what that competition is up to, you could be missing out on huge opportunities.

That’s why a competitive analysis is so crucial to your success as a business. It gives you the tools to quickly adapt to any changes in the competitive landscape and potentially capitalize on industry trends that your competitors haven’t even noticed.

So let’s get some basics out of the way…

What is a competitive analysis report?

A competitive analysis report outlines the strengths and weaknesses of your competitors compared to those of your own business.

Typically, a competitive analysis report will contain:

• A description of your business’s target market
• Details about the features of your product compared to your competitors’ products
• A breakdown of current and projected market share, sales, and revenues
• Comparisons of pricing models
• An analysis of marketing strategy and social media strategy
• A description of customer ratings of the features of each competitor

Whether you’re a startup trying to break into the marketplace , a consultant trying to get results for your client, or an established company looking to cement your foothold against the competition, a well-researched competitive analysis gives you the tools you need to make strategic decisions.

Your competitive analysis should inform your marketing plan , your business plan , your consultant report and every part of your high-level business strategy.

But how do you actually create a competitive analysis report?

How to make competitor analysis report :

• Start with a competitor overview
• Conduct market research to uncover customer personas and industry trends
• Compare product features in a feature comparison matrix
• Summarize your strengths and weaknesses with a SWOT analysis
• Show where you fit in the competitive landscape
• Use a competitor analysis template for a professional look and feel

The level of detail you include in each section of your competitive analysis report will vary depending on the stage of your business growth and your goals. For example, a startup might create a report that focuses on market research, while an established business might dive into detail on an emerging competitor.

But let’s talk about the parts of a competitive analysis that every report should include.

1. Start with a competitor overview

A strong report shows exactly what a company must out-compete to be successful.

Meaning you must audit any product or service that currently solves the problem your business is trying to solve for customers and write a quick profile for each competitor.

Like the template below, each competitor profile might include:

• The company’s revenue and market share
• The company’s size and information about their management team
• A broad description of the company’s strengths and weaknesses
• An overview of how the company is perceived by customers

This overview will help your readers get a big-picture view of the market landscape.

2. Conduct market research to uncover customer personas and industry trends

You can’t create a competitive analysis report without doing extensive market research , which is all about gathering information to understand your customers, identify opportunities to grow, and recognize trends in the industry.

This research can help you put together the customer personas that will guide business and marketing decisions down the line, and allow you to plan for any shifts that might disrupt the marketplace.

You can conduct primary market research, with:

• Customer interviews
• Online surveys or questionnaires
• In-person focus groups
• Purchasing a competitor product to study packaging and delivery experience

Or secondary market research, by:

• Reading company records
• Examining the current economic conditions
• Researching relevant technological developments

When assembling your market research you may just want provide a high-level summary of the industry trends, like this competitor analysis example shows:

Or you may want to dive into detail on the demographics of a particular consumer segment, like this:

But if you’re a consultant or advisor struggling to get buy-in from skeptical stakeholders, the report below would be ideal. Covering everything from market forecasts to consumer profiles, it can help you get clients and decision-makers on board.

3. Compare product features in a feature comparison matrix

The feature comparison is arguably the most important part of the competitive analysis. Breaking down your product and your competitors’ products feature-by-feature will allow you to see what really sets everyone apart.

In addition to specific product features, here are some attributes that you might include in a feature comparison matrix:

• Product quality
• Number of features
• Ease of use
• Customer support
• Brand/style/image

The most common format for a features analysis is a simple matrix with you and your competitors along one side and all of the relevant features along the other. You can check off or rate how you perform in each area:

But these tables can get pretty long. Another approach is to focus on the things that provide the most value to the user, like in this competitor analysis example from Mint. It only includes ease of use, costs, and benefits:

If you want to visualize your comparisons in an engaging way, you could use a comparison infographic . 

Great resources for this section of your competitive analysis report are product rating sites like Capterra and G2Crowd . They’ll give you an unbiased view of your company and your competitors.

And as with any market research, it’s critical that you speak with real people who use your product and your competitors’ products. That’s the only way to get an accurate picture of how your target customers rate the competition .

4. Summarize your strengths and weaknesses in a SWOT analysis

When you’re conducting research for your competitive analysis, it’s going to be messy. You’ll have a lot of data and it’ll be hard for an outsider to understand.

That’s what makes the SWOT analysis so essential.

A SWOT analysis is a framework for evaluating your competitive position by listing your key strengths, weaknesses, opportunities, and threats.

It can act like a short summary of the rest of your competitive analysis report for anyone who doesn’t have time to dig into the details.

Click the template above to enter our online SWOT analysis maker tool. Customize the template to your liking–no design no-how required.

Here are some questions to kickstart your SWOT analysis:

• Strengths: What are we doing really well (in terms of marketing, products, sales, branding, technology, etc.)?
• Weaknesses: What are we struggling with? What’s holding us back?
• Opportunities: What’s the weakest area for our biggest competitor? Are there any gaps in the market that aren’t current being addressed? What has recently changed in our business or the market?
• Threats: What is our biggest competitor doing much better than us? What new products/features are they working on? What problems aren’t we currently addressing?

In your report, you could arrange your SWOT analysis in a simple list, but it can be helpful to use color-coded quadrants, like the competitor analysis example below. Note how each quadrant is paired with an icon:

5. Show where you fit in the competitive landscape

After summarizing your strengths, weaknesses, opportunities, and threats, it’s time to look at the bigger picture. It’s time to figure out where every major competitor currently fits into the competitive landscape.

The most popular way of doing this is to identify the two dimensions that are most important for being competitive in your industry and plot them on a matrix, like this one from the Boston Consulting Group:

And this one from G2 Crowd (which looks at market presence and customer satisfaction):

You may want to focus on where you fit in the market landscape based on your own biggest strengths and weaknesses, or the biggest threats and opportunities you identified in the SWOT analysis.

Or, it may be enough just to summarize in words the features and benefits that set your apart from your competitors (which is a great way to end your report on a high note).

Competitor analysis examples for strategic planning

Let’s delve into some competitor analysis examples that can empower your organization to navigate the market effectively.

1. Competitor analysis example for marketing specialists

Imagine this: You are a Marketing Specialist and your goal is to establish a strong online presence and attract a diverse user base. However, you face stiff competition from established players in the market. Here are some things you should look into when doing your competitor analysis:

Competitor analysis focus:

• SEO strategies: Analyze competitors’ websites to understand their SEO strategies. Identify high-ranking keywords, backlink strategies, and content optimization techniques . Alternatively, if you’re running a local business, you might want to analyze and scrape Google Maps listings to better assess how companies are optimizing Google My Business to generate leads.
• Social media engagement: Examine competitors’ social media presence. Evaluate the type of content that garners engagement, the frequency of posts, and audience interactions.
• Online advertising: Investigate competitors’ online advertising campaigns. Are they leveraging Google Ads, social media ads, or other platforms? Assess the messaging, visuals, and targeting criteria.
• Content marketing: Scrutinize competitors’ content marketing efforts. Identify the topics that resonate with their audience, the formats they use (blogs, videos, infographics), and the platforms they prioritize.

Here’s a SWOT analysis template to help you get started:

2. Competitor analysis example for SME business development managers

Imagine this: As the business development manager for a medium sized start up, you are tasked with expanding the client base. The market is crowded with similar service providers, and differentiation is key. When doing your competitor analysis report, look into:

• Client testimonials and case studies: Explore competitors’ websites for client testimonials and case studies. Identify success stories and areas where clients express satisfaction or dissatisfaction.
• Service offerings: Analyze the range of services offered by competitors. Identify gaps in their offerings or areas where you can provide additional value to clients.
• Pricing models: Investigate competitors’ pricing structures. Are they offering packages, subscription models, or customized solutions? Determine whether there’s room for a more competitive pricing strategy .
• Partnerships and collaborations: Explore potential partnerships or collaborations that competitors have formed. This can provide insights into untapped markets or innovative service delivery methods.

Here’s a competitor analysis comparison chart template that you could use:

3. Competitor analysis example for product managers

Imagine this: You are a Product Manager for a consumer electronics company tasked with improving your company’s products and services. The market is buzzing with innovation, and staying ahead requires a deep understanding of competitor products.

• Feature comparison: Conduct a detailed feature-by-feature comparison of your product with competitors. Identify unique features that set your product apart and areas where you can enhance or differentiate.
• User experience (UX): Evaluate the user experience of competitors’ products. Analyze customer reviews, app ratings, and usability feedback to understand pain points and areas for improvement.
• Technological advancements: Investigate the technological capabilities of competitors. Are they integrating AI, IoT, or other cutting-edge technologies? Assess whether there are emerging technologies you can leverage.
• Product lifecycle management: Examine competitors’ product release cycles. Identify patterns in their product launches and assess whether there are opportunities for strategic timing or gap exploitation.

To help you get started, use this competitive analysis report template to identify the strengths, weaknesses, opportunities and threats of the product or service

How to present a competitor analysis

Presenting a competitor analysis effectively involves organizing and communicating information about your competitors in a clear and concise manner. Here’s a step-by-step guide on how to present a competitor analysis:

• Introduction: Start with a brief introduction to set the stage. Outline the purpose of the competitor analysis and its significance in the current market context.
• Competitor identification: Clearly list and identify the main competitors. Include both direct and indirect competitors. Briefly describe each competitor’s core business and market presence.
• Key metrics and performance: Present key metrics and performance indicators for each competitor. This may include market share, revenue, growth rate, and any other relevant quantitative data.
• SWOT analysis: Conduct a concise SWOT analysis for each competitor. Summarize their strengths, weaknesses, opportunities, and threats. Use a simple visual representation if possible.
• Market positioning: Discuss how each competitor is positioned in the market. This could include their target audience, unique selling propositions, and any specific market niches they occupy. Also, focus on finding keywords , as your competitor’s targeted keywords are the main source of information on their online market performance.
• Strategic moves: Highlight recent strategic moves made by your competitors. This could include product launches, partnerships, mergers, acquisitions, or changes in pricing strategy. Discuss how these moves impact the competitive landscape.
• Recommendations and implications: Based on the analysis, provide recommendations and implications for your company. Identify opportunities to capitalize on competitors’ weaknesses and outline potential threats that need to be addressed. Discuss any adjustments to your own strategy that may be necessary in response to the competitive landscape.

3 tips to improve your competitive analysis report design

How you design your competitive analysis report can have a significant impact on your business success. The right report design can inspire stakeholders to take action based on your findings, while a mediocre design may reflect poorly on your hard work.

Here are a few report design best practices to keep in mind when designing your competitive analysis report:

• Start with a competitive analysis report template
• Keep core design elements like colors and fonts consistent
• Use visuals to summarize important information and keep your audience engaged

1. Start with a competitor analysis template

The quickest way to lose the confidence of your stakeholders is to present a messy, amateur report design. Besides distracting from the content of the report, it might even put your credibility at risk.

Starting with a pre-designed competitor analysis template, like the one below, takes almost all of the design work out of the mix so you can focus on the content (while still impressing your stakeholders).

And if you’re a consultant competing for a project, a pre-designed template may just give you the edge you need to land that client.

Click on any of our templates; you’ll enter our online drag and drop report maker tool. No design know-how required.

2. Keep core design elements like colors and fonts consistent

If you take a look at the competitor analysis template below, you might notice that the designer has switched up the layout from page to page, but many of the other design elements are kept consistent.

That consistency helps the report design feel cohesive while making it easier for readers to quickly skim for key pieces of information.

Here are a few quick guidelines for keeping important design elements consistent:

• Use the same color scheme throughout your report (with one highlight color to draw attention to key takeaways and important numbers)
• Use the same font styles for your headers, subheaders, and body text (with no more than 2-3 font styles per report)
• Use the same style of visuals throughout your report (like flat icons or illustrated icons… but not both)

3. Use visuals to summarize important information and keep your audience engaged

The challenge with a competitive analysis report is that you collect heaps of background research, and you have to condense it into a brief report that your client will actually read.

And written summaries will only get you so far.

Visuals like charts and tables are a much better way to communicate a lot of research quickly and concisely, as seen in the market research summary below.

Even lists can be made more engaging and informative by spacing out list items and giving more emphasis to headers:

The more you can replace descriptive paragraphs and long lists with thoughtful visuals, the more your readers will thank you.

A competitive analysis will allow you to think up effective strategies to battle your competition and establish yourself in your target market.

And a report that communicates the findings of your competitive analysis will ensure stakeholders are on board and in the know.

Now that you know how to design a competitive analysis report, you’re ready to get started:

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Write Basic Data about a Competitor in the Competitor Analysis Report

Write about the Competitor's Product in the Competitor Analysis Report

Write about Competitor's Pricing in the Competitor Analysis Report

Write about the Competitor's Basic Marketing in the Competitor Analysis Report

Write about the Competitor's Terms & Business Processes in the Competitor Analysis Report

Write about how Often the Competitor is Mentioned on the Web

Write swot, snw, or competitive benchmarking in the competitor analysis report, swot analysis, snw analysis, competitive benchmarking, a step-by-step tutorial for writing a competitor analysis report for your company.

Guest Blogger

Nov, 10, 2022

Reading time

Separating your company from the competition can help it stand independently in the niche. To stand out, it’s vital to study the competitor, including what the competitor does better than you. A competitor analysis report is a study that makes it possible to assess your company’s competitiveness and helps develop a strategy for successful business development. Knowing how to create a competitive analysis can help you better compare your brand to other leading companies in your industry.

💡  Read :  Competitive Analysis: All You Need to Know

“ Competitive analysis  is the process by which a company attempts to define and understand its industry, identify its competitors, determine the strengths and weaknesses of its rivals, and anticipate their moves. ” (Zahra & Chaples, 1993)

This article will discuss a step-by-step tutorial for writing a competitor analysis report.

The competitor analysis report is a necessary component of  growth marketing . At the beginning of writing a competitor analysis report, it’s just like in the army: “Weight, height, year of birth?” Introductory information is needed to form a general idea about the players on the battlefield. 

Most likely, you already know all the basic information about the competitor if you are not in the first year of work. But the more serious the competition, the more introductory information you should write because every detail can be a path to differentiation.

These are the recommended basic elements to include in a competitor analysis report:

• Year established
• Number of employees
• Market share
• Working capital
• Key customers

Use Google or Amazon to explore your product or service and find industry competitors. The top results are likely your competitors. 

Read Competitive Monitoring: 8 Tips to Stay Ahead of Your Competition

Write about the Competitor’s Product in the Competitor Analysis Report

You first need to start writing about the company’s product because everything grows from it. Not marketing, not sales, but the product. People go for the service and the product, and then they go to the company. By studying their offer, you can understand how competitive your company’s foundation is.

You should study the product from every angle, paying attention to the details. This will help you find your unique differences not only on a global level but also in the smallest details.

Read 5 Key Components Of A Competitive Gap Analysis

A basic list of competitor’s price and product analysis areas you should pay attention to:

• Warranty support
• Format of realization
• The degree of fame

Moreover, you need to evaluate not only the main product category but the entire product matrix. You need to understand the leading products, premium products, pre-sales, etc.

Write everything you can get your hands on in the competitor analysis report. After all, if you’ve done your own  ABC and XYZ analysis , you know that the main profits are made by products you don’t expect. It would be best if you put it all in a table to write the analysis of your competitor’s products and services more effectively.

Read PR Statistics 2024: Trends and Challenges in PR

Write about Competitor’s Pricing in the Competitor Analysis Report

Every product has its value. Of course, it is not only the cost of production, as it is usually considered. The bigger the company, the more other expenses are built into the product, including overpayment for the brand. So, first of all, you need to find out what their cost is and what their profit is.

Then you need to go over to the client side and assess the final cost because the consumer does not care about the cost. They see the final value and already use it to determine whether to buy it.

Analyzing the discount policy in your competitor analysis report would be best. If you have successfully passed the step of studying cost (even approximately), you can understand where the competitor has discounts or why not.

Read 6 Free Competitor Analysis Templates for Small Businesses

Write about the Competitor’s Basic Marketing in the Competitor Analysis Report

Marketing is a huge topic for the competitor analysis report. You can’t study it 100%, for sure. This is because you never know exactly where the budget of your competitor’s media plan is going. Nevertheless, marketing is the front door of a business, and how well it is packaged and shaped determines whether a customer will go to it.

The first marketing analysis of your competitor should start by looking at the foundation of their approach. You must understand how they present themselves. In other words, you write about the company’s brand in your competitor analysis report.

Even if the approach doesn’t exist at first glance, you need to understand at least what they are going for. After all, you must remember that a competitor analysis report gives a tactical and strategic vision.

Read 6 Essential Metrics for Industry Benchmarking

Write about the Competitor’s Terms & Business Processes in the Competitor Analysis Report

When you know everything about the product, marketing, and sales, you miss the last piece of the mosaic in the competitor analysis report – their terms and business processes.

Some of this information you’d have already received from the previous part, but now you should look at the whole competitor from the other side. This means examining their logistics, production, and ability to provide deferrals, installments, and products on sale.

You need to study all of their working conditions. The most obvious way to look at terms and business processes is to go from A to Z, from call to purchase, or better yet, to return/reject the product if possible.

That way, you can figure out how to improve your working conditions. For example, you can have faster delivery than they have or 24-month interest-free installments when everyone else has 12 months. And you can also improve your business processes to differentiate yourself from them (that’s one way to differentiate yourself), increase efficiency, or reduce costs.

Having all competitor’s mentions helps to see the bigger picture, for example, who is talking about the competitor, who is not, and what is going on in the industry. This allows adjusting your digital marketing strategy according to the real situation. Determ is a media monitoring tool that can search the internet for mentions of your competitor. It can search over 100 million websites and social networks. All your competitor’s mentions can be reached from your computer browser and mobile phone.

With the tool, you can track your competitors’ mentions and create competitive analysis reports in which you can compare the share of voice, top influencers, top sources, sentiment, and more. Furthermore, the tool is also great for finding out what the media and customers are saying about your competitors online.

In today’s world, there are dozens of methods of  competitor analysis . There are even some that take several months to complete. We will discuss the simplest and the most effective competitive analysis methods.

This is the most popular method of  analyzing the market  and major competitors. It is a classic of the genre among competitors’ behavioral analysis, which is still taught in institutes.

In SWOT analysis , you compare yourself with a specific competitor according to 4 parts: strengths, weaknesses, opportunities, and threats. These four parts are divided into external and internal. This method allows you to see a bigger picture for the future.

However, as there is no numerical assessment, this approach has flaws. You rely on your subjective opinion or the conclusions of independent experts who can also be wrong.

As a result of the dubious “is/isn’t” assessment, you can stress the wrong thing and waste your time searching for non-existent treasure and eliminating ghost pirates.

Some say SNW is an improved SWOT analysis. But it’s a different model that emphasizes analysis of a competitor’s internal environment.

The task of the SWOT analysis is to analyze the strengths and weaknesses (2 of 4 parts). In the case of SNW, you also study the neutral aspects of the competitor. The SNW analysis assesses the principle of good/normal/bad, which is not an accurate measurement of tactics.

In practice, it helps you to find your competitor’s points in the normal (neutral) state. This means you can make them your competitive advantage if he ignores them.

Small businesses are less suited to this  competitive analysis  because it focuses on strategic competitor analysis. So if you’re not particularly worried about strategy right now, it’s better to go back to SWOT or comparable company analysis.

Read The Advantages of Competitor Analysis in Today’s Market

Competitive benchmarking  is the simplest and most extensive (in terms of pages) way to analyze a company’s competitive advantage.

You determine the evaluation criteria and use them to compare yourself to a competitor in the form of a chart.  

You can put a score on a “Yes/No” basis or a numerical value from 1 to 10. We prefer the second option because it is more transparent. The main disadvantage of this method is that categorical or numerical criteria cannot objectively evaluate some aspects of the business.

Also, you can only evaluate the present situation and not see what can happen next and what threats and risks may be.

So, to create a great competitor analysis report, you must:

• Write basic data about a competitor
• Write about the competitor’s product
• Write about competitor’s pricing
• Write about the competitor’s basic marketing
• Write about the competitor’s terms & business processes
• Write SWOT, SNW, or competitive benchmarking

Sometimes the conclusion is the most important part of the competitor analysis report. Here the data obtained are supported by knowledge of classical marketing, experience, case studies, and a general idea of the situation on the market. All this makes it possible to write the competitor analysis report and achieve the goal correctly.

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How to Write a Competitive Title Analysis

The following post has been excerpted and adapted from The Author Training Manual by Nina Amir, recently released by Writer’s Digest Books.

If you’re embarking on a nonfiction book project, your analysis of the competitive landscape is critical, whether you self-publish or traditionally publish. You need to understand and be able to explain how your book stacks up against all the others.

If you pitch your book to editors and agents, one component of your book proposal [ see Jane’s 101 post on book proposals ] is the competitive title analysis. The goal is to evaluate how unique and necessary your book is in the marketplace, or how to make it so.

Where in a bookstore will you find your book shelved? (Examples: Religion, History, Business, Self-Help.) If you don’t know, ask a bookstore clerk or a librarian. Tell them about your book, and ask where it would be located or how it would be categorized. Then focus your competitive title search on this particular category.

Look for competing titles in bricks-and-mortar bookstores, libraries, online bookstores, and online community sites—including Amazon, Barnes & Noble, LibraryThing, Goodreads, Redroom, BookDepository.com, and NetGalley. Don’t forget to Google your topic and see what comes up as well.

Come up with a list of 10–15 books you consider competitive or complementary to yours—books that cover the same type of information or that tell the same type of story. Then narrow the list down to 5–10 that are closest in subject matter or storyline. List these by bestseller status or by date of publication. Keep track of the following data:

• title and subtitle
• copyright year
• number of pages
• format (paperback, hardcover, etc—along with notes about any special packaging)

If you have trouble discerning whether a title belongs on this list, consider the following criteria:

• If a reader buys your book instead of another book, that other book is your competition.
• If a reader is interested in buying your book, what other books might he buy to gain different information? These are complementary titles.

You can also go to Amazon and look at the section on a particular book’s page that says: “Customers Who Bought This Item Also Bought.” These may be complementary or competing books.

For each competitive title, study the table of contents, the promises they make on their back covers, the introductions and forewords, the author’s bio, special features (quotations, a workbook element, case studies, tips, or tools), the style or tone, and so on.

Consider these factors about the competing books you have identified:

• How it is different from the book you want to write?
• How it is similar to the book you want to write?
• Is the scope of the book different? How so?
• Does it have different benefits? What are they?
• What are its pros and cons?
• How would you improve it?
• What do you like about it? Dislike?
• What promises does the author make to readers? What promises does the author fail to make that he could or should (or that you can)?
• What are the author’s credentials (or lack of credentials)?

Also study the reviews of bestselling books in your category. You can learn a lot about a book by what others say about it—and what readers think is good, bad, or missing. Look at your project and ask yourself how you can make sure your book improves on these issues—or addresses the issues in a positive manner.

In your final competitive title analysis, describe each competing book’s standout qualities, and the ways in which it is similar to your idea or how it helps readers. Then add a brief paragraph about how your book is unique or different in comparison. Don’t forget to include the basic data (publisher, copyright year, format, etc).

Compare your credentials to that of the authors of the competing books you have identified. Visit their website and social media accounts. Then consider these questions:

• How do you differ from them, or how are you similar to them?
• Will it help you or hurt you to have different qualifications or similar ones?
• Do you have the experience to join the ranks of these other authors?
• What do you need to do or be to compete with them?
• What would you have to do to make yourself stand out from the other authors?
• Do you need a larger platform? In what way?
• Do you need to write a series? Why or why not?

Based on your research, you may realize you need to make changes to your concept, such as offering a different perspective or providing more comprehensive or more timely information than other competing titles. Whether pitching to a publisher or not, your book should seek to fill a clearly identified need (or gap) in the market and have a unique selling proposition that other titles cannot match.

Nina Amir is an Amazon bestselling author of such books as How to Blog a Book and The Author Training Manual . She is known as the Inspiration-to-Creation Coach because she helps writers and other creative people combine their passion and purpose so they move from idea to inspired action. This helps them positively and meaningfully impact the world—with their words or other creations.

Nina is an international speaker, award-winning journalist, and multi-site blogger as well as the founder of National Nonfiction Writing Month and the Nonfiction Writers’ University. She also is one of three hundred elite Certified High Performance Coaches working around the world.

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[…] Steven de Polo / Flickr The following post has been excerpted and adapted from The Author Training Manual by Nina Amir, recently released by Writer’s Digest Books.  […]

[…] To learn to write a competitive title analysis, click here. […]

[…] How to Write a Competitive Book Analysis from Jane Friedman: If you’re embarking on a nonfiction book project, your analysis of the competitive landscape is critical, whether you self-publish or traditionally publish. You need to understand and be able to explain how your book stacks up against all the others. […]

[…] How to Write a Competitive Title Analysis by Nina Amir […]

[…] https://janefriedman.com/2014/05/20/competitive-title-analysis/ […]

[…] How to Write a Competitive Title Analysis by Nina Amir […]

[…] "How to Write a Competitive Title Analysis" by Nina Amir (click here) […]

Thank you for including this link in your course, “Introduction to Writing Book Proposal”. It offered a wealth of information! Nina, thank you for sharing your knowledge and wisdom. I will be working on your recommendations!

Essay Papers Writing Online

Tips and techniques for writing effective and powerful analytical essays.

Are you struggling to craft an effective analytical essay? Do you find yourself getting lost in a sea of information or unsure of how to present your analysis in a clear and concise manner? Look no further – this step-by-step guide will provide you with valuable tips and strategies to elevate your analytical essay writing skills to the next level.

Writing an analytical essay involves carefully examining a subject or topic and providing a thorough analysis and interpretation of the information gathered. It requires critical thinking, attention to detail, and the ability to express ideas and arguments coherently. In this guide, we will explore various techniques and approaches to help you develop and refine your analytical writing skills, allowing you to tackle any analytical essay with confidence and precision.

One crucial aspect of writing an analytical essay is conducting thorough research. To ensure your essay is well-informed and robust, it’s important to delve into reputable sources, such as academic journals, books, and reliable websites. By gathering a wide range of sources related to your topic, you will acquire a solid understanding of the subject matter, which will enable you to provide a comprehensive analysis in your essay.

Another essential element of analytical essay writing is the development of a strong thesis statement. Your thesis should present a clear and concise argument or claim that you will support throughout your essay. It should be specific, debatable, and relevant to the topic at hand. By crafting a well-defined thesis statement, you provide the backbone for your entire essay, guiding your analysis and helping you maintain a focused approach.

Furthermore, an effective analytical essay requires careful organization and structure. Divide your essay into logical paragraphs, each addressing a specific point or aspect of your analysis. Use topic sentences to introduce each paragraph, guiding your reader and providing a clear roadmap of your essay’s progression. Additionally, utilize transitional phrases and words to create smooth transitions between paragraphs, ensuring a cohesive and coherent flow.

Finding a Strong Topic for Your Essay

Choosing the right topic is a crucial first step in writing an analytical essay. The topic sets the tone for the entire essay and determines its scope and focus. It is important to select a topic that is engaging, relevant, and allows for in-depth analysis. This section will provide you with helpful strategies for finding a strong topic that will captivate your readers.

Gathering and Evaluating Reliable Sources

One of the key aspects of writing an analytical essay is gathering and evaluating reliable sources. The quality of your sources can greatly impact the strength and credibility of your arguments. In this section, we will explore the importance of finding trustworthy sources and discuss strategies for evaluating their reliability.

When conducting research for your essay, it is crucial to seek out sources that are authoritative and trustworthy. Reliable sources are those that have been written by experts in the field or have been published in reputable academic journals. These sources are often backed by extensive research and provide accurate and unbiased information.

When evaluating the reliability of a source, there are several factors to consider. Firstly, check the author’s credentials and expertise in the subject matter. Look for individuals who have relevant qualifications or experience in the field. This will help establish their credibility and ensure that they are knowledgeable on the topic.

In addition to the author’s credentials, consider the publication or website where the source is found. Reputable academic journals, books from respected publishers, and reputable websites such as government or educational institutions are generally more reliable sources of information. Be cautious of sources from unknown or biased sources, as they may not provide accurate or unbiased information.

Furthermore, it is important to analyze the content of the source itself. Look for evidence-based arguments, logical reasoning, and a balanced presentation of different perspectives. A reliable source should provide well-supported claims and back them up with relevant evidence and examples.

Finally, consider the date of publication. While older sources can still provide valuable insights, it is important to have up-to-date information, especially in fields that are rapidly evolving or undergoing significant changes. Check for recent studies and publications to ensure that your information is current.

In conclusion, gathering and evaluating reliable sources is a critical step in writing an analytical essay. By seeking out trustworthy sources and analyzing their credibility, you can strengthen your arguments and provide a solid foundation for your essay. Keep in mind the importance of author expertise, publication credibility, content analysis, and the recency of the information. Through careful evaluation, you can ensure that your essay is well-informed and persuasive.

Creating an Outline for Your Essay

One of the most important steps in the essay writing process is creating an outline. An outline serves as a roadmap for your essay, helping you to organize your thoughts and ideas in a logical and coherent manner.

When creating an outline for your essay, it’s important to start by identifying the main points or arguments that you want to make. These main points will serve as the foundation of your essay and should be presented in a clear and concise manner. You can think of these main points as the “backbone” of your essay.

Once you have identified the main points, you can then begin to develop subpoints that support and expand upon each main point. These subpoints should provide specific examples, evidence, or analysis to strengthen your main arguments. In essence, they help to fill in the details and provide a deeper understanding of your main points.

Organizing your main points and subpoints can be done in various ways. One common method is to use a hierarchical structure, such as an outline with Roman numerals, capital letters, and Arabic numerals. Another method is to use bullet points or a numbered list. You can choose the method that works best for you, based on the complexity of your essay and the level of detail you want to include in your outline.

As you create your outline, it’s important to keep in mind the overall structure of your essay. Your introduction should provide a brief overview of the topic and present your thesis statement. The body paragraphs should present and develop your main points and subpoints, providing evidence and analysis to support your arguments. Finally, your conclusion should summarize your main points and restate your thesis in a concise and compelling manner.

Remember that your outline is a flexible tool that can be revised and adjusted as you work on your essay. It’s not set in stone and can be modified as needed to better reflect your evolving ideas and arguments. Don’t be afraid to make changes and reorganize your outline as you go along.

In conclusion, creating an outline for your essay is an essential step in the writing process. It helps you to organize your thoughts, develop your arguments, and maintain a logical flow throughout your essay. By investing time and effort into creating a strong outline, you’ll set yourself up for success and make the writing process much smoother.

Developing a Clear and Coherent Argument

When it comes to writing analytical essays, one of the most important aspects is developing a clear and coherent argument. It is essential to have a well-structured and logical argument in order to effectively convey your ideas and convince your readers.

First and foremost, it is crucial to have a clear understanding of the topic you are writing about. Take the time to thoroughly research and gather relevant information, as this will provide you with the necessary knowledge to build a strong argument. Additionally, make sure to identify any key terms or concepts that are essential to your argument, as this will help you stay focused and ensure coherence throughout your essay.

Once you have a solid foundation of knowledge, it is important to organize your argument in a logical manner. Start by outlining the main points or claims you want to make, and then provide supporting evidence or examples for each of these points. Be sure to clearly state your thesis statement, which should summarize the main argument you are making in your essay.

In order to maintain coherence in your argument, it is important to use logical transitions between your ideas. This can be done through the use of transitional words and phrases, such as “however,” “in addition,” or “on the other hand.” These transitions will help guide your reader through your argument and ensure that your ideas flow smoothly from one point to the next.

Lastly, it is crucial to anticipate and address counterarguments in your essay. By acknowledging opposing viewpoints and effectively refuting them, you can further strengthen your overall argument. This demonstrates that you have considered multiple perspectives and have arrived at your own well-supported conclusion.

In conclusion, developing a clear and coherent argument is essential when writing analytical essays. By thoroughly researching your topic, organizing your ideas in a logical manner, using transitions effectively, and addressing counterarguments, you can effectively convey your ideas and make a convincing argument to your readers.

Strengthening Your Essay with Relevant Evidence

In order to create a compelling and persuasive analytical essay, it is essential to back up your arguments with relevant evidence. This evidence serves to support your claims and gives your essay credibility and authority.

When selecting evidence for your essay, it is important to choose examples and facts that are directly related to your topic. This will help to establish a strong connection between your argument and the evidence you present. Additionally, using relevant evidence allows you to make a more convincing case and gives your readers confidence in the validity of your assertions.

Relevant evidence can come in various forms, such as statistics, research studies, expert opinions, and real-life examples. By incorporating a mix of different types of evidence, you can strengthen the overall impact of your essay and appeal to a wider range of readers.

To ensure that the evidence you include in your essay is relevant, it is necessary to thoroughly research your topic and gather information from reliable sources. This will help you to find the most up-to-date and accurate evidence to support your arguments.

In addition to choosing relevant evidence, it is also crucial to properly integrate it into your essay. Make sure to clearly introduce each piece of evidence and explain how it supports your main points. Use strong and persuasive language to highlight the significance of the evidence and its connection to your argument.

Remember that the purpose of using relevant evidence is not only to support your argument but also to engage your readers and help them understand your perspective. By presenting well-chosen and compelling evidence, you can make your essay more persuasive and leave a lasting impression on your audience.

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Industry and Competitive Analysis Essay

• To find inspiration for your paper and overcome writer’s block
• As a source of information (ensure proper referencing)
• As a template for you assignment

Industry Analysis

Environmental analysis, competitive analysis, projected expenses and profitability, works cited.

The retail industry deals with merchandizing of products and services. This involves the purchase of goods in bulk then reselling them in smaller proportion to consumers.

Some companies in the retail industry produce their own branded products and services to gain competitive advantage over other companies in the industry. The ability to produce branded goods and products in the retail industry is a critical success factor because most companies sell homogeneous products.

The product idea of manufacturing a fridge with water and ice dispensers developed after assessing consumer’s problems and needs in the twenty-first century. Consumers value convenience and instead of buying separate appliances for preserving food, an ice maker and water dispenser, one product that serves all these functions would offer convenience to consumers.

A company can offer homogeneous products and services or use a differentiation strategy, which offers unique products with additional features. The degree of differentiation refers to the ingenuity in making a product or service. Highly differentiated products are unique and contain more features than competitor’s products.

In the retail industry, differentiated products and services give company a competitive edge over competitors.

To attain and maintain market leadership, an organization should regularly reinvent products and services to match dynamic consumer needs. The retail industry carries homogeneous products with very few companies offering consumers branded differentiated products.

The retail industry is one of the oldest trades known to man. According to Wrice, the retail industry began with barter trade in the ancient world (2). The industry has evolved over time from small kiosks and fragmented supplies to huge self-service hypermarkets that allow consumers the convenience of obtaining whatever they want under one roof and shopping at the comfort of their neighborhoods.

Advancement of technology has played a key role in transformation of the retail industry. E-commerce allows organizations to have virtual stores and consumers can shop from the comfort of their homes.

The cost structure analysis establishes the correlation between cost and volume. Cost structure also aids in the calculation of breakeven point when determining projected profitability of a product. Before undertaking any manufacturing project, management should establish a cost structure depending on the organization’s cash flow needs.

Manufacturing methods can be either capital or labor intensive. Labor-intensive projects have high variable costs while capital-intensive projects have high fixed costs.

Depending on the available resources or methods required for manufacturing the product and affinity towards technology, the management may choose a capital structure with high variable cost or fixed cost. The retail industry has balanced cost structure that requires both fixed costs and variable costs.

The retail industry is shifting from the traditional structure by adopting flexible structure that allows companies to meet consumer’s dynamic needs more conveniently.

In the wake of the advanced technology, companies have virtual stores, which target consumers who do their shopping online. The retail industry has moved away from urban shopping to increase consumer’s convenience by avoiding traffic jams in urban centers.

Retailers now use suppliers’ integration that allows consumers to cater for all their shopping needs under one roof; for example, most companies in the retail industry are incorporating fast-food outlets, a bank and a fueling station to increase consumers’ convenience when shopping.

It is fundamental to undertake environmental analysis of an industry before undertaking any capital-intensive venture. The industry’s environment determines the strategic choices made by a company to gain a competitive advantage over competitors. Environmental analysis helps a potential investor to understand the dynamics of the macro and micro dynamics of the industry.

Demographics refer to the composition of the population in an organization’s target industry. The demographics establish which products are likely to be on demand in the market.

Demographics of the retail industry are made of vast diversity of ethnic backgrounds; for instance, the number of baby bloomers and the graying age group has been on the rise over time, something that underscores the need to have environmental analysis for the retail industry to thrive. A refrigerator is a necessity in any homestead because it helps preserve food.

A refrigerator with additional features such as water and ice dispenser increases offers consumers value for their money in terms of cost and space. The graying community and baby bloomers buy food products in bulk to avoid making many trips to the store hence the need to have a fridge. In addition, the working population also requires the convenience of a refrigerator because people mainly shop over the weekends.

As aforementioned, the retail industry has transformed radically due to the advancement in technology. Companies in the retail industry have adopted virtual stores enabling them to engage in international businesses. E-commerce has changed the relationship between organization and consumers.

To remain competitive, organizations in the retail industry must understand the dynamics brought about by new technology. Technological advancement has not only presented companies with the opportunity of undertaking international business, but also increased organizations’ vulnerability to competitive rivalry.

The political-legal environment regards the rules and regulations governing an industry. Therefore, it is imperative for organizations to understand the political-legal environment of an industry before engaging in any venture. Before manufacturing of the fridge with water and ice dispenser, the patents and trademarks, idea investigation is pertinent to avoid any legal suits, which could jeopardize the manufacturing process.

The economic environment determines consumer’s purchasing power. In the advent of global economic recession, consumers’ purchasing power has gone down significantly. Analysis of the economic dynamics will help an organization to establish which strategies it should adopt to give consumers the incentive to purchase their products and services. Strategic positioning of the refrigerator using product differentiation and penetration pricing will help in launching it into the market successfully.

Industry’s competition analysis uses the five forces framework viz. “the threat of new entrants, suppliers bargaining power, buyers bargaining power, threat of substitute, and competitive rivalry within the industry” (Porter 6).

The nature of the retail industry allows consumer to switch from one retail store to the next without incurring any cost. This flexibility increases the buyer’s bargaining power. For retail stores to gain market leadership, they have to offer consumers with value and fair prices. Supplier bargaining power increases when there is a limited number of suppliers carrying a scarce commodity in an industry.

Lack of consumer loyalty in the industry makes the retail business attractive to potential investors. The retail industry offers consumer products purchased from manufacturers hence it is quite difficult to differentiate the product and this scenario decreases customer loyalty and in turn increases threat of new entrants. To mitigate the threat of new entrants, retail stores have adopted low-pricing strategies and offer outstanding customer service to create customer loyalty.

The retail industry faces a formidable threat for some of its product lines from substitutes available to consumers. The threat of substitutes is low in the retail industry because the cost of obtaining alternative products is relatively high. A substitute for the fridge with a dispenser is coolers used to preserve foods and drinks. The fridge offers more space for storing food and has additional features, which will appeal to consumers.

It is imperative for new entrants to carry out analysis of competitors’ SWOT (strengths, weaknesses, opportunity and threats) analysis in an industry so that to device strategies, which will counter competitors’ moves giving a potential investor a competitive position in the industry.

According to Hutchison, Macy, and Allen, to counter the strengths of competitors, it is critical to analyze the strengths and weaknesses of major players in the industry (16). New entrants can use the weaknesses of a competitor as opportunities to gain market share in the industry.

Major companies in the retail industry include Target and Wal-Mart. The companies’ brand names are well established; therefore, new entrants into the market need to garner enough resources to create awareness about their products and services, thus building a brand identity.

Convenient location, good customer care, and supplier integration are critical success factors in the retail industry. Although major competitors like Walmart sell homogeneous products and services, they gain competitive through the ability to maintain low cost thus offering consumers the lowest prices in the industry.

New entrants into the retail industry can use product differentiation, intensive promotional campaigns, and pricing strategies to gain market share.

Competition in the retail industry is high and might be challenging for a new entrant; however, strategic positioning will help to gain a significant market share.

Low pricing strategy and product differentiation will help in market penetrating for the fridge with a water and ice dispenser. In addition, intensive promotion strategies will help create awareness of the same. The new refrigerators distribution channels should be exclusive virtual stores to reduce administrative costs thus offering consumers low prices and value.

Before embarking on manufacturing of the fridge with a water and ice dispenser, developing a financial plan will be helpful in evaluating the projected expenses and profitability. Cost analysis helps to evaluate whether it is worthwhile to undertake a business venture or not.

Total costs for manufacturing the fridge, like any other manufactured product, will include “direct material cost, direct labor cost, manufacturing overheads, distribution, marketing, and sunken cost” (Viscusi 1424). The activity-based method is most appropriate when apportioning the manufacturing overheads. The projected profitability calculations commence after establishing estimates of demands for the company’s product.

Market analysis should help establish potential demand, which is essential in estimating profitability levels. To achieve profitability, the total cost of manufacturing a unit of a product should be below the break-even point. If the venture is profitable, the manufacturing of the fridge should commence immediately after market testing.

Retail industry has undergone major transformations over the last few decades. The transformations are attributable to changing dynamic consumer needs and advancement in technology. The environmental and competitive dynamics of an industry help to identify appropriate strategic choices for new entrants.

Evaluation of the competitor’s weakness and strengths help to identify strategies appropriate for launching a new product into the market. A financial plan helps to give the projected expenses and profitability of a product to determine whether it is worthwhile to undertake the project.

Hutchison, Thomas, Macy, Army, and Allen, Paul. Record label marketing . USA: Focal Press, 2010. Print.

Porter, Michael. The Five Competitive Forces That Shape Strategy, Harvard Business Review , 2008.

Viscusi, Kip. “Regulating the Regulators.” University of Chicago Law Review 63.4 (1996): 1423-1461.

Wrice, Mark. First Steps in a Retail Career. Australia: Macmillan Publishers. 2002. int.

• Discussion of Front Load Washer
• Spoilage Device: Forget Expiration Dates
• Kitchen Safety Assessment and Potential Corrections
• Choosing a House: Evaluation of Information
• Market Plan of Zeep Lawn Mower
• Customer Service Coordination
• Making a High Fashion Brand and Use Pop-up Stores
• The Effectiveness of E-Bay’s New Marketing Strategy: Analysis
• Chicago (A-D)
• Chicago (N-B)

IvyPanda. (2018, June 5). Industry and Competitive Analysis. https://ivypanda.com/essays/industry-and-competitive-analysis/

"Industry and Competitive Analysis." IvyPanda , 5 June 2018, ivypanda.com/essays/industry-and-competitive-analysis/.

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How to Create a Social Media Marketing Strategy in 9 Easy Steps [Free Template]

Creating your social media marketing strategy doesn’t need to be painful. Create an effective plan for your business in 9 simple steps.

A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing.

The more specific your plan is, the more effective it will be. Keep it concise. Don’t make it so lofty and broad that it’s unattainable or impossible to measure.

In this post, we’ll walk you through a nine-step plan to create a winning social media strategy of your own. We’ve even got expert insights from Amanda Wood, Hootsuite’s Senior Manager of Social Marketing.

How to create a social media strategy:

Bonus: Get a free social media strategy template   to quickly and easily plan your own strategy. Also use it to track results and present the plan to your boss, teammates, and clients.

What is a social media marketing strategy?

A social media strategy is a document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress.

Your social media marketing strategy should also list all of your existing and planned social media accounts along with goals specific to each platform you’re active on. These goals should align with your business’s larger digital marketing strategy.

Finally, a good social media plan should define the roles and responsibilities within your team and outline your reporting cadence.

Create. Schedule. Publish. Engage. Measure. Win.

Creating your own social media marketing strategy (video guide)

No time to read the whole article? Let Amanda, Hootsuite’s own Senior Manager of Social Media Marketing, guide you through our free social media marketing strategy template in less than 10 minutes:

How to create a social media marketing strategy in 9 steps

Step 1. choose goals that align to business objectives, set s.m.a.r.t. goals.

The first step to creating a winning social media strategy is to establish clear objectives and goals. Without goals, you have no way to measure success and return on investment (ROI) .

Each of your social media marketing goals should be SMART : s pecific, m easurable, a ttainable, r elevant and t ime-bound.

Psst: Need help getting started? We’ve got social strategy guides for small businesses , financial services , government , higher education , healthcare , real estate , law firms , and non-profits .

Oh, and if you need examples of smart social media goals , we’ve got you covered there too.

Once you’ve decided on your goals, track them in a social media strategy doc — grab our free template if you don’t have one already.

Track meaningful metrics

Vanity metrics like number of followers and likes are easy to track, but it’s hard to prove their real value. Instead, focus on things like engagement, click-through, and conversion rates.

For inspiration, take a look at these 19 essential social media metrics .

You may want to track different goals for different social media networks, or even different uses for each network.

For example, if you use LinkedIn to drive traffic to your website, you would measure click-throughs. If Instagram is for brand awareness, you might track the number of Instagram Story views. And if you advertise on Facebook, cost-per-click (CPC) is a common success metric.

Social media goals should align with your overall marketing objectives. This makes it easier to show the value of your work and secure buy-in from your boss.

Start developing a successful social media marketing plan by writing down at least three goals for social media.

“ It’s easy to get overwhelmed by deciding what to post and which metrics to track, but you need to focus on what you want to get out of social media to begin with,” says Amanda Wood, Hootsuite’s Senior Manager of Social Marketing. “Don’t just start posting and tracking everything: match your goals to your business, and your metrics to your goals.”

Step 2. Learn everything you can about your audience

Get to know your fans, followers, and customers as real people with real wants and needs, and you will know how to target and engage them on social media.

When it comes to your ideal customer, you should know things like:

• Average income
• Typical job title or industry

Here’s a simple guide and template for creating audience/buyer personas .

Don’t forget to document this information in your strategy doc!

Social media analytics can also provide a ton of valuable information about who your followers are, where they live, and how they interact with your brand on social media. These insights allow you to refine your strategy and better target your audience.

Jugnoo, an Uber-like service for auto-rickshaws in India, used Facebook Analytics to learn that 90% of their users who referred other customers were between 18- and 34-years-old, and 65% of that group was using Android. They used that information to target their ads, resulting in a 40% lower cost per referral.

Check out our guide to using social media analytics and the tools you need to track them .

Step 3. Get to know your competition

Odds are your competitors are already using social media, and that means you can learn from what they’re doing.

Conduct a competitive analysis

A competitive analysis allows you to understand who the competition is and what they’re doing well (and not so well). You’ll get a good sense of what’s expected in your industry, which will help you set social media targets of your own.

It will also help you spot opportunities and weaknesses you can document in your social strategy doc.

Maybe one of your competitors is dominant on Facebook, for example, but has put little effort into X (Twitter) or Instagram. You might want to focus on the social media platforms where your audience is underserved, rather than trying to win fans away from a dominant player.

Use social media listening

Social listening is another way to keep an eye on your competitors.

Do searches of the competition’s company name, account handles, and other relevant keywords on social media. Find out what they’re sharing and what other people are saying about them. If they’re using influencer marketing, how much engagement do those campaigns earn them?

Pro tip : Use Hootsuite Streams to monitor relevant keywords, hashtags and accounts in real-time.

Try Hootsuite for free. You can cancel anytime.

As you track, you may notice shifts in how your competitors and industry leaders are using social media. You may come across new, exciting trends. You might even spot specific social content or a campaign that really hits the mark—or totally bombs.

Use this kind of intel to optimize and inform your own social media marketing strategy.

Just don’t go overboard on the spy tactics, Amanda advises. “ Make sure you aren’t ALWAYS comparing yourself to the competition — it can be a distraction. I’d say checking in on a monthly basis is healthy. Otherwise, focus on your own strategy and results.”

Step 4. Do a social media audit

If you’re already using social media, take stock of your efforts so far. Ask yourself the following questions:

• What’s working, and what’s not?
• Who is engaging with you?
• What are your most valuable partnerships?
• Which networks does your target audience use?
• How does your social media presence compare to the competition?

Once you collect that information, you’ll be ready to start thinking about ways to improve.

We’ve created an easy-to-follow social media audit guide and template to walk you through each step of this process.

Your audit should give you a clear picture of what purpose each of your social accounts serves. If the purpose of an account isn’t clear, think about whether it’s worth keeping.

To help you decide, ask yourself the following questions:

• Is my audience here?
• If so, how are they using this platform?
• Can I use this account to help achieve my goals?

Asking these tough questions will keep your social media strategy focused.

Look for impostor accounts

During the audit, you may discover fake accounts using your business name or the names of your products.

These imposters can be harmful to your brand—never mind that they’re capturing followers that should be yours.

You may want to get your accounts verified too to ensure your fans know they are dealing with the real you.

Here’s how to get verified on:

• X (Twitter)

Step 5. Set up accounts and improve profiles

Decide which networks to use.

As you decide which social networks to use, you will also need to define your strategy for each.

Benefit Cosmetics’ social media manager, Angela Purcaro, told eMarketer : “For our makeup tutorials … we’re all about Snapchat and Instagram Stories. [X], on the other hand, is designated for customer service.”

Hootsuite’s own social team even designates different purposes for formats within networks. On Instagram, for example, they use the feed to post high-quality educational infographics and product announcements and Stories to cover live events or quick social media updates.

View this post on Instagram A post shared by Hootsuite 🦉 (@hootsuite)

Pro tip : Write out a mission statement for each network. A one-sentence declaration to keep you focused on a specific goal.

Example: “We will use X for customer support to keep email and call volumes down.”

Or: “We will use LinkedIn for promoting and sharing our company culture to help with recruitment and employee advocacy.”

One more: “We will use Instagram to highlight new products and repost quality content from influencers.”

If you can’t create a solid mission statement for a particular social media channel, you may want to ask yourself if it’s worth it.

Note : While larger businesses can and do tackle every platform, small businesses may not be able to — and that’s ok! Prioritize social platforms that will have the most impact on your business and make sure your marketing team has the resources to handle content for those networks. If you need help focusing your efforts, check out our 18-minute social media plan .

Set up your profiles

Once you’ve decided which networks to focus on, it’s time to create your profiles. Or improve existing ones so they align with your strategy.

• Make sure you fill out all profile fields
• Include keywords people would use to search for your business
• Use consistent branding (logos, images, etc.) across networks so your profiles are easily recognizable

Pro tip : Use high-quality images that follow the recommended dimensions for each network. Check out our always-up-to-date social media image size cheat sheet for quick reference.

We’ve also got step-by-step guides for each network to walk you through the process:

• Create a Facebook business page
• Create an Instagram business account
• Create a TikTok account
• Create a X (Twitter) business account
• Create a Snapchat account
• Create a LinkedIn Company Page
• Create a Pinterest business account
• Create a YouTube channel

Don’t let this list overwhelm you. Remember, it’s better to use fewer channels well than to stretch yourself thin trying to maintain a presence on every network.

Optimize your profiles (and content) for search

Never heard of social SEO ? It’s time to learn.

44% of Gen Z consumers use social platforms to research their purchase decisions, which means it’s extra critical that your channels are optimized for social search.

That means making sure your profile names are clear and descriptive, you’re including relevant hashtags and keywords in your bio and on every post, and you’re using features like alt text and captions to include your target keywords as naturally as possible.

Step 6. Find inspiration

While it’s important that your brand be unique, you can still draw inspiration from other businesses that are great on social.

“ I consider it my job to stay active on social: to know what’s trending, which campaigns are winning, what’s new with the platforms, who’s going above and beyond,” says Amanda. “This might be the most fun step for you, or the hardest one, but it’s just as crucial as the rest of them.”

Social media success stories

You can usually find these on the business section of the social network’s website. ( Here’s Facebook’s , for example.)

Case studies can offer valuable insights that you can apply to your own social media plan.

Award-winning accounts and campaigns

You could also check out the winners of The Facebook Awards or The Shorty Awards for examples of brands that are at the top of their social media game.

For learning and a laugh, check out Fridge-Worthy, Hootsuite’s bi-weekly awards show highlighting brands doing smart and clever things on social media.

Your favorite brands on social media

Who do you enjoy following on social media? What do they do that compels people to engage and share their content?

National Geographic, for example, is one of the best on Instagram, combining stunning visuals with compelling captions.

View this post on Instagram A post shared by National Geographic (@natgeo)

Then there’s Shopify. The ecommerce brand uses Facebook to sell themselves by showcasing customer stories and case studies.

And Lush Cosmetics is a great example of superior customer service on X. They use their 280 characters to answer questions and solve problems in an extremely charming and on-brand way.

Source: lushcosmetics on X

Notice that each of these accounts has a consistent voice, tone, and style. That’s key to letting people know what to expect from your feed. That is, why should they follow you? What’s in it for them?

Consistency also helps keep your content on-brand even if you have multiple people on your social media team.

For more on this, read our guide on establishing a compelling brand voice on social media .

Ask your followers

Consumers can also offer social media inspiration.

What are your target customers talking about online? What can you learn about their wants and needs?

If you have existing social channels, you could also ask your followers what they want from you. Just make sure that you follow through and deliver what they ask for.

Step 7. Create a social media content calendar

Sharing great content is essential, of course, but it’s equally important to have a plan in place for when you’ll share content to get the maximum impact.

Your social media content calendar also needs to account for the time you spend interacting with the audience (although you need to allow for some spontaneous engagement as well).

Set your posting schedule

Your social media content calendar lists the dates and times at which you will publish types of content on each channel. It’s the perfect place to plan all of your social media activities—from images, link sharing, and re-shares of user-generated content to blog posts and videos. It includes both your day-to-day posting and content for social media campaigns.

Your calendar also ensures your posts are spaced out appropriately and published at the best times to post .

Pro tip: You can plan your whole content calendar and get recommended best times to post on every network based on your past engagement rate, impressions, or link click data in Hootsuite.

Hootsuite’s Best Time to Publish feature

Determine the right content mix

Make sure your content strategy and calendar reflect the mission statement you’ve assigned to each social profile, so that everything you post is working to support your business goals.

(We know, it’s tempting to jump on every meme, but there should always be a strategy behind your social media marketing efforts!)

You might decide that:

• 50% of content will drive traffic back to your website
• 25% of content will be curated from other sources
• 20% of content will support lead-generation goals (newsletter sign-ups, ebook downloads, etc.)
• 5% of content will be about your company culture

Placing these different post types in your content calendar will ensure you maintain the right mix.

If you’re starting from scratch and you’re not sure what types of content to post, try the 80-20 rule :

• 80% of your posts should inform, educate, or entertain your audience
• 20% can directly promote your brand.

You could also try the social media content marketing rule of thirds :

• One-third of your content promotes your business, converts readers, and generates profit.
• One-third of your content shares ideas and stories from thought leaders in your industry or like-minded businesses.
• One-third of your content is personal interactions with your audience

Whatever you decide on, be sure to document it in your strategy doc.

Don’t post too much or too little

If you’re starting a social media marketing strategy from scratch, you may not have figured out how often to post to each network for maximum engagement yet.

Post too frequently and you risk annoying your audience. But, if you post too little, you risk looking like you’re not worth following.

Start with these posting frequency recommendations:

• Instagram (feed): 3-7 times per week
• TikTok: 3-5 times per week
• Facebook: 1-2 times per day
• X (Twitter): 1-5 times per day
• LinkedIn: 1-5 times per day

Pro tip : Once you have your social media content calendar planned out, use a scheduling tool to prepare messages in advance rather than updating constantly throughout the day.

We might be biased, but we think Hootsuite is the best social media management tool. You can schedule social media posts to every network and the intuitive calendar view gives you a full picture of all your social activity each week.

Try It Free

Step 8. Create compelling content

Remember those mission statements you created for each channel in Step 5? Well, it’s time to go a bit deeper, a.k.a. provide some examples of the type of content you’ll post to fulfill your mission on each network.

If you’re not sure what to post, here’s a long list of social media content ideas to get you started. Or (to make it even easier) you can use an AI tool like OwlyWriter to generate on-brand content in a flash.

The idea here is to:

• Keep your content aligned with the purpose of each network;
• Show other stakeholders (if applicable) what kind of content they can expect to see on each network.

This last point especially will help you avoid any tension when your colleagues want to know why you haven’t posted their case study/whitepaper/blog post to TikTok yet. It’s not in the strategy, Linda!

Ideally, you will generate content types that are both suited to the network and the purpose you’ve set out for that network.

For example, you wouldn’t want to waste time posting brand awareness tweets if you’ve designated X/Twitter for primarily customer support. And you wouldn’t want to post super polished corporate video ads to TikTok, as users expect to see short, unpolished videos on that platform.

It might take some testing over time to figure out which type of content works best on which type of network, so prepare to update this section frequently.

We won’t lie: content creation isn’t as easy as everyone not on the social team seems to think. But if you’re struggling, Amanda suggests going back to basics.

The first question to ask is: is there cohesion between your content types? Is your content providing value? Do you have a good mix of entertaining, or educational content? What does it offer that makes a person stop and spend time? Creating a few different content pillars or categories that encompass different aspects of storytelling for your brand, and what you can offer your audience is a good start.

This brings us to Step 9.

Step 9. Track performance and make adjustments

Your social media marketing strategy is a hugely important document for your business, and you can’t assume you’ll get it exactly right on the first try.

As you start to implement your plan and track your results, you may find that some strategies don’t work as well as you’d anticipated, while others are working even better than expected.

That’s why it’s important to document your progress along the way.

Look at performance metrics

In addition to the analytics within each social network (see Step 2), you can use UTM parameters to track social visitors as they move through your website, so you can see exactly which social posts drive the most traffic to your website.

Benchmark your results

You’ve got your numbers, but how do they stack up to the competition in your industry? Industry benchmarks are a great way to evaluate your performance against other businesses in your category.

If you’ve got Hootsuite Analytics , you can use our built-in social media benchmarking tool to compare the performance of your social accounts against the average of brands in your industry with just a couple of clicks.

You can set up custom timeframes, switch between networks — Instagram, Facebook, X (Twitter), LinkedIn, and TikTok — and look up benchmarks for metrics like followers, audience growth rate, engagement rate, clicks, shares, and much more.

You’ll also find resources to improve your performance  right in the summary section:

Re-evaluate, test, and do it all again

Once this data starts coming in, use it to re-evaluate your strategy regularly. You can also use this information to test different posts, social marketing campaigns, and strategies against one another. Constant testing allows you to understand what works and what doesn’t, so you can refine your social media marketing strategy in real time.

You’ll want to check the performance of all your channels at least once a week and get to know the basics of social media reporting so you can track your growth over time.

Pro tip: If you use Hootsuite, you can review the performance of all your posts on every network in one place. Once you get the hang of checking your analytics, you may even want to customize different reports to show specific metrics over a variety of different time periods.

Surveys can also be a great way to find out how well your social media strategy is working. Ask your followers, email list, and website visitors whether you’re meeting their needs and expectations, and what they’d like to see more of. Then make sure to deliver on what they tell you.

Finalizing your social media strategy

Spoiler alert: nothing is final.

Social media moves fast. New networks emerge, others go through demographic shifts.

Your business will go through periods of change as well.

All of this means that your social media marketing strategy should be a living document that you review and adjust as needed. Refer to it often to stay on track, but don’t be afraid to make changes so that it better reflects new goals, tools, or plans.

When you update your social strategy, make sure to watch our 5-step video on how to updating your social media strategy for 2024:

Social media strategy template

Ready to start documenting? Grab your free social media strategy template below!

What’s next? When you’re ready to put your plan into action, we’re here to help…

Save time managing your social media marketing strategy with Hootsuite. From a single dashboard you can easily:

• Plan, create, and schedule posts to every network
• Track relevant keywords, topics, and accounts
• Stay on top of engagement with a universal inbox
• Get easy-to-understand performance reports and improve your strategy as needed

Try Hootsuite for Free

With files from Shannon Tien .

Do it better with Hootsuite , the all-in-one social media tool. Stay on top of things, grow, and beat the competition.

Become a better social marketer.

Get expert social media advice delivered straight to your inbox.

Christina Newberry is an award-winning writer and editor whose greatest passions include food, travel, urban gardening, and the Oxford comma—not necessarily in that order.

Amanda Wood is a senior social marketing professional who combines analytical and creative thinking to build brands.

As head of social at Hootsuite, Amanda oversees the global social strategy encompassing organic and paid social on Instagram, Facebook, Twitter, TikTok, and LinkedIn, a social engagement and listening strategy, and an employee advocacy program.

As the leader of a high-performing social team, she has extensive experience collaborating with creatives to bring campaigns to life on social and drive business results.

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Arthur Miller’s Writing Style: a Comprehensive Analysis

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The Best Student Writing Contests for 2023-2024

Help your students take their writing to the next level.

When students write for teachers, it can feel like an assignment. When they write for a real purpose, they are empowered! Student writing contests are a challenging and inspiring way to try writing for an authentic audience— a real panel of judges —and the possibility of prize money or other incentives. We’ve gathered a list of the best student writing contests, and there’s something for everyone. Prepare highly motivated kids in need of an authentic writing mentor, and watch the words flow.

1.  The Scholastic Art & Writing Awards

With a wide range of categories—from critical essays to science fiction and fantasy—The Scholastic Awards are a mainstay of student contests. Each category has its own rules and word counts, so be sure to check out the options  before you decide which one is best for your students.

How To Enter

Students in grades 7-12, ages 13 and up, may begin submitting work in September by uploading to an online account at Scholastic and connecting to their local region. There are entry fees, but those can be waived for students in need.

2.  YoungArts National Arts Competition

This ends soon, but if you have students who are ready to submit, it’s worth it. YoungArts offers a national competition in the categories of creative nonfiction, novel, play or script, poetry, short story, and spoken word. Student winners may receive awards of up to $10,000 as well as the chance to participate in artistic development with leaders in their fields.

YoungArts accepts submissions in each category through October 13. Students submit their work online and pay a $35 fee (there is a fee waiver option).

3. National Youth Foundation Programs

Each year, awards are given for Student Book Scholars, Amazing Women, and the “I Matter” Poetry & Art competition. This is a great chance for kids to express themselves with joy and strength.

The rules, prizes, and deadlines vary, so check out the website for more info.

4.  American Foreign Service National High School Essay Contest

If you’re looking to help students take a deep dive into international relations, history, and writing, look no further than this essay contest. Winners receive a voyage with the Semester at Sea program and a trip to Washington, DC.

Students fill out a registration form online, and a teacher or sponsor is required. The deadline to enter is the first week of April.

5.  John F. Kennedy Profile in Courage Essay Contest

This annual contest invites students to write about a political official’s act of political courage that occurred after Kennedy’s birth in 1917. The winner receives $10,000, and 16 runners-up also receive a variety of cash prizes.

Students may submit a 700- to 1,000-word essay through January 12. The essay must feature more than five sources and a full bibliography.

6. Bennington Young Writers Awards

Bennington College offers competitions in three categories: poetry (a group of three poems), fiction (a short story or one-act play), and nonfiction (a personal or academic essay). First-place winners receive $500. Grab a poster for your classroom here .

The contest runs from September 1 to November 1. The website links to a student registration form.

7. The Princeton Ten-Minute Play Contest

Looking for student writing contests for budding playwrights? This exclusive competition, which is open only to high school juniors, is judged by the theater faculty of Princeton University. Students submit short plays in an effort to win recognition and cash prizes of up to $500. ( Note: Only open to 11th graders. )

Students submit one 10-page play script online or by mail. The deadline is the end of March. Contest details will be published in early 2024.

8. Princeton University Poetry Contest for High School Students

The Leonard L. Milberg ’53 High School Poetry Prize recognizes outstanding work by student writers in 11th grade. Prizes range from $100 to $500.

Students in 11th grade can submit their poetry. Contest details will be published this fall.

9. The New York Times Tiny Memoir Contest

This contest is also a wonderful writing challenge, and the New York Times includes lots of resources and models for students to be able to do their best work. They’ve even made a classroom poster !

Submissions need to be made electronically by November 1.

10.  Nancy Thorp Poetry Contest

The deadline for this contest is the end of October. Sponsored by Hollins University, the Nancy Thorp Poetry Contest awards prizes for the best poems submitted by young women who are sophomores or juniors in high school or preparatory school. Prizes include cash and scholarships. Winners are chosen by students and faculty members in the creative writing program at Hollins.

Students may submit either one or two poems using the online form.

11.  The Patricia Grodd Poetry Prize for Young Writers

The Patricia Grodd Poetry Prize for Young Writers is open to high school sophomores and juniors, and the winner receives a full scholarship to a  Kenyon Review Young Writers Workshop .

Submissions for the prize are accepted electronically from November 1 through November 30.

12. Jane Austen Society Essay Contest

High school students can win up to $1,000 and publication by entering an essay on a topic specified by the Jane Austen Society related to a Jane Austen novel.

Details for the 2024 contest will be announced in November. Essay length is from six to eight pages, not including works cited.

13. Rattle Young Poets Anthology

Open to students from 15 to 18 years old who are interested in publication and exposure over monetary awards.

Teachers may choose five students for whom to submit up to four poems each on their behalf. The deadline is November 15.

14. The Black River Chapbook Competition

This is a chance for new and emerging writers to gain publication in their own professionally published chapbook, as well as $500 and free copies of the book.

There is an $18 entry fee, and submissions are made online.

15. YouthPlays New Voices

For students under 18, the YouthPlays one-act competition is designed for young writers to create new works for the stage. Winners receive cash awards and publication.

Scroll all the way down their web page for information on the contest, which accepts non-musical plays between 10 and 40 minutes long, submitted electronically. Entries open each year in January.

16. The Ocean Awareness Contest

The 2024 Ocean Awareness Contest, Tell Your Climate Story , encourages students to write their own unique climate story. They are asking for creative expressions of students’ personal experiences, insights, or perceptions about climate change. Students are eligible for a wide range of monetary prizes up to $1,000.

Students from 11 to 18 years old may submit work in the categories of art, creative writing, poetry and spoken word, film, interactive media and multimedia, or music and dance, accompanied by a reflection. The deadline is June 13.

17. EngineerGirl Annual Essay Contest

Each year, EngineerGirl sponsors an essay contest with topics centered on the impact of engineering on the world, and students can win up to $500 in prize money. This contest is a nice bridge between ELA and STEM and great for teachers interested in incorporating an interdisciplinary project into their curriculum. The new contest asks for pieces describing the life cycle of an everyday object. Check out these tips for integrating the content into your classroom .

Students submit their work electronically by February 1. Check out the full list of rules and requirements here .

18. NCTE Student Writing Awards

The National Council of Teachers of English offers several student writing awards, including Achievement Awards in Writing (for 10th- and 11th-grade students), Promising Young Writers (for 8th-grade students), and an award to recognize Excellence in Art and Literary Magazines.

Deadlines range from October 28 to February 15. Check out NCTE.org for more details.

19. See Us, Support Us Art Contest

Children of incarcerated parents can submit artwork, poetry, photos, videos, and more. Submissions are free and the website has a great collection of past winners.

Students can submit their entries via social media or email by October 25.

20. The Adroit Prizes for Poetry & Prose

The Adroit Journal, an education-minded nonprofit publication, awards annual prizes for poetry and prose to exceptional high school and college students. Adroit charges an entry fee but also provides a form for financial assistance.

Sign up at the website for updates for the next round of submissions.

21. National PTA Reflections Awards

The National PTA offers a variety of awards, including one for literature, in their annual Reflections Contest. Students of all ages can submit entries on the specified topic to their local PTA Reflections program. From there, winners move to the local area, state, and national levels. National-level awards include an $800 prize and a trip to the National PTA Convention.

This program requires submitting to PTAs who participate in the program. Check your school’s PTA for their deadlines.

22. World Historian Student Essay Competition

The World Historian Student Essay Competition is an international contest open to students enrolled in grades K–12 in public, private, and parochial schools, as well as those in home-study programs. The $500 prize is based on an essay that addresses one of this year’s two prompts.

Students can submit entries via email or regular mail before May 1.

23. NSHSS Creative Writing Scholarship

The National Society of High School Scholars awards three $2,000 scholarships for both poetry and fiction. They accept poetry, short stories, and graphic novel writing.

Apply online by October 31.

Whether you let your students blog, start a podcast or video channel, or enter student writing contests, giving them an authentic audience for their work is always a powerful classroom choice.

If you like this list of student writing contests and want more articles like it, subscribe to our newsletters to find out when they’re posted!

Plus, check out our favorite anchor charts for teaching writing..

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Best 2024 Competitions for Students in Grades K-12

Competitions in STEM, ELA and the arts, and more! Continue Reading

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• Published: 03 June 2024

Applying large language models for automated essay scoring for non-native Japanese

• Wenchao Li 1 &
• Haitao Liu 2  

Humanities and Social Sciences Communications volume  11 , Article number:  723 ( 2024 ) Cite this article

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• Language and linguistics

Recent advancements in artificial intelligence (AI) have led to an increased use of large language models (LLMs) for language assessment tasks such as automated essay scoring (AES), automated listening tests, and automated oral proficiency assessments. The application of LLMs for AES in the context of non-native Japanese, however, remains limited. This study explores the potential of LLM-based AES by comparing the efficiency of different models, i.e. two conventional machine training technology-based methods (Jess and JWriter), two LLMs (GPT and BERT), and one Japanese local LLM (Open-Calm large model). To conduct the evaluation, a dataset consisting of 1400 story-writing scripts authored by learners with 12 different first languages was used. Statistical analysis revealed that GPT-4 outperforms Jess and JWriter, BERT, and the Japanese language-specific trained Open-Calm large model in terms of annotation accuracy and predicting learning levels. Furthermore, by comparing 18 different models that utilize various prompts, the study emphasized the significance of prompts in achieving accurate and reliable evaluations using LLMs.

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Conventional machine learning technology in aes.

AES has experienced significant growth with the advancement of machine learning technologies in recent decades. In the earlier stages of AES development, conventional machine learning-based approaches were commonly used. These approaches involved the following procedures: a) feeding the machine with a dataset. In this step, a dataset of essays is provided to the machine learning system. The dataset serves as the basis for training the model and establishing patterns and correlations between linguistic features and human ratings. b) the machine learning model is trained using linguistic features that best represent human ratings and can effectively discriminate learners’ writing proficiency. These features include lexical richness (Lu, 2012 ; Kyle and Crossley, 2015 ; Kyle et al. 2021 ), syntactic complexity (Lu, 2010 ; Liu, 2008 ), text cohesion (Crossley and McNamara, 2016 ), and among others. Conventional machine learning approaches in AES require human intervention, such as manual correction and annotation of essays. This human involvement was necessary to create a labeled dataset for training the model. Several AES systems have been developed using conventional machine learning technologies. These include the Intelligent Essay Assessor (Landauer et al. 2003 ), the e-rater engine by Educational Testing Service (Attali and Burstein, 2006 ; Burstein, 2003 ), MyAccess with the InterlliMetric scoring engine by Vantage Learning (Elliot, 2003 ), and the Bayesian Essay Test Scoring system (Rudner and Liang, 2002 ). These systems have played a significant role in automating the essay scoring process and providing quick and consistent feedback to learners. However, as touched upon earlier, conventional machine learning approaches rely on predetermined linguistic features and often require manual intervention, making them less flexible and potentially limiting their generalizability to different contexts.

In the context of the Japanese language, conventional machine learning-incorporated AES tools include Jess (Ishioka and Kameda, 2006 ) and JWriter (Lee and Hasebe, 2017 ). Jess assesses essays by deducting points from the perfect score, utilizing the Mainichi Daily News newspaper as a database. The evaluation criteria employed by Jess encompass various aspects, such as rhetorical elements (e.g., reading comprehension, vocabulary diversity, percentage of complex words, and percentage of passive sentences), organizational structures (e.g., forward and reverse connection structures), and content analysis (e.g., latent semantic indexing). JWriter employs linear regression analysis to assign weights to various measurement indices, such as average sentence length and total number of characters. These weights are then combined to derive the overall score. A pilot study involving the Jess model was conducted on 1320 essays at different proficiency levels, including primary, intermediate, and advanced. However, the results indicated that the Jess model failed to significantly distinguish between these essay levels. Out of the 16 measures used, four measures, namely median sentence length, median clause length, median number of phrases, and maximum number of phrases, did not show statistically significant differences between the levels. Additionally, two measures exhibited between-level differences but lacked linear progression: the number of attributives declined words and the Kanji/kana ratio. On the other hand, the remaining measures, including maximum sentence length, maximum clause length, number of attributive conjugated words, maximum number of consecutive infinitive forms, maximum number of conjunctive-particle clauses, k characteristic value, percentage of big words, and percentage of passive sentences, demonstrated statistically significant between-level differences and displayed linear progression.

Both Jess and JWriter exhibit notable limitations, including the manual selection of feature parameters and weights, which can introduce biases into the scoring process. The reliance on human annotators to label non-native language essays also introduces potential noise and variability in the scoring. Furthermore, an important concern is the possibility of system manipulation and cheating by learners who are aware of the regression equation utilized by the models (Hirao et al. 2020 ). These limitations emphasize the need for further advancements in AES systems to address these challenges.

Deep learning technology in AES

Deep learning has emerged as one of the approaches for improving the accuracy and effectiveness of AES. Deep learning-based AES methods utilize artificial neural networks that mimic the human brain’s functioning through layered algorithms and computational units. Unlike conventional machine learning, deep learning autonomously learns from the environment and past errors without human intervention. This enables deep learning models to establish nonlinear correlations, resulting in higher accuracy. Recent advancements in deep learning have led to the development of transformers, which are particularly effective in learning text representations. Noteworthy examples include bidirectional encoder representations from transformers (BERT) (Devlin et al. 2019 ) and the generative pretrained transformer (GPT) (OpenAI).

BERT is a linguistic representation model that utilizes a transformer architecture and is trained on two tasks: masked linguistic modeling and next-sentence prediction (Hirao et al. 2020 ; Vaswani et al. 2017 ). In the context of AES, BERT follows specific procedures, as illustrated in Fig. 1 : (a) the tokenized prompts and essays are taken as input; (b) special tokens, such as [CLS] and [SEP], are added to mark the beginning and separation of prompts and essays; (c) the transformer encoder processes the prompt and essay sequences, resulting in hidden layer sequences; (d) the hidden layers corresponding to the [CLS] tokens (T[CLS]) represent distributed representations of the prompts and essays; and (e) a multilayer perceptron uses these distributed representations as input to obtain the final score (Hirao et al. 2020 ).

AES system with BERT (Hirao et al. 2020 ).

The training of BERT using a substantial amount of sentence data through the Masked Language Model (MLM) allows it to capture contextual information within the hidden layers. Consequently, BERT is expected to be capable of identifying artificial essays as invalid and assigning them lower scores (Mizumoto and Eguchi, 2023 ). In the context of AES for nonnative Japanese learners, Hirao et al. ( 2020 ) combined the long short-term memory (LSTM) model proposed by Hochreiter and Schmidhuber ( 1997 ) with BERT to develop a tailored automated Essay Scoring System. The findings of their study revealed that the BERT model outperformed both the conventional machine learning approach utilizing character-type features such as “kanji” and “hiragana”, as well as the standalone LSTM model. Takeuchi et al. ( 2021 ) presented an approach to Japanese AES that eliminates the requirement for pre-scored essays by relying solely on reference texts or a model answer for the essay task. They investigated multiple similarity evaluation methods, including frequency of morphemes, idf values calculated on Wikipedia, LSI, LDA, word-embedding vectors, and document vectors produced by BERT. The experimental findings revealed that the method utilizing the frequency of morphemes with idf values exhibited the strongest correlation with human-annotated scores across different essay tasks. The utilization of BERT in AES encounters several limitations. Firstly, essays often exceed the model’s maximum length limit. Second, only score labels are available for training, which restricts access to additional information.

Mizumoto and Eguchi ( 2023 ) were pioneers in employing the GPT model for AES in non-native English writing. Their study focused on evaluating the accuracy and reliability of AES using the GPT-3 text-davinci-003 model, analyzing a dataset of 12,100 essays from the corpus of nonnative written English (TOEFL11). The findings indicated that AES utilizing the GPT-3 model exhibited a certain degree of accuracy and reliability. They suggest that GPT-3-based AES systems hold the potential to provide support for human ratings. However, applying GPT model to AES presents a unique natural language processing (NLP) task that involves considerations such as nonnative language proficiency, the influence of the learner’s first language on the output in the target language, and identifying linguistic features that best indicate writing quality in a specific language. These linguistic features may differ morphologically or syntactically from those present in the learners’ first language, as observed in (1)–(3).

我-送了-他-一本-书

Wǒ-sòngle-tā-yī běn-shū

1 sg .-give. past- him-one .cl- book

“I gave him a book.”

Agglutinative

彼-に-本-を-あげ-まし-た

Kare-ni-hon-o-age-mashi-ta

3 sg .- dat -hon- acc- give.honorification. past

Inflectional

give, give-s, gave, given, giving

Additionally, the morphological agglutination and subject-object-verb (SOV) order in Japanese, along with its idiomatic expressions, pose additional challenges for applying language models in AES tasks (4).

足-が 棒-に なり-ました

Ashi-ga bo-ni nar-mashita

leg- nom stick- dat become- past

“My leg became like a stick (I am extremely tired).”

The example sentence provided demonstrates the morpho-syntactic structure of Japanese and the presence of an idiomatic expression. In this sentence, the verb “なる” (naru), meaning “to become”, appears at the end of the sentence. The verb stem “なり” (nari) is attached with morphemes indicating honorification (“ます” - mashu) and tense (“た” - ta), showcasing agglutination. While the sentence can be literally translated as “my leg became like a stick”, it carries an idiomatic interpretation that implies “I am extremely tired”.

To overcome this issue, CyberAgent Inc. ( 2023 ) has developed the Open-Calm series of language models specifically designed for Japanese. Open-Calm consists of pre-trained models available in various sizes, such as Small, Medium, Large, and 7b. Figure 2 depicts the fundamental structure of the Open-Calm model. A key feature of this architecture is the incorporation of the Lora Adapter and GPT-NeoX frameworks, which can enhance its language processing capabilities.

GPT-NeoX Model Architecture (Okgetheng and Takeuchi 2024 ).

In a recent study conducted by Okgetheng and Takeuchi ( 2024 ), they assessed the efficacy of Open-Calm language models in grading Japanese essays. The research utilized a dataset of approximately 300 essays, which were annotated by native Japanese educators. The findings of the study demonstrate the considerable potential of Open-Calm language models in automated Japanese essay scoring. Specifically, among the Open-Calm family, the Open-Calm Large model (referred to as OCLL) exhibited the highest performance. However, it is important to note that, as of the current date, the Open-Calm Large model does not offer public access to its server. Consequently, users are required to independently deploy and operate the environment for OCLL. In order to utilize OCLL, users must have a PC equipped with an NVIDIA GeForce RTX 3060 (8 or 12 GB VRAM).

In summary, while the potential of LLMs in automated scoring of nonnative Japanese essays has been demonstrated in two studies—BERT-driven AES (Hirao et al. 2020 ) and OCLL-based AES (Okgetheng and Takeuchi, 2024 )—the number of research efforts in this area remains limited.

Another significant challenge in applying LLMs to AES lies in prompt engineering and ensuring its reliability and effectiveness (Brown et al. 2020 ; Rae et al. 2021 ; Zhang et al. 2021 ). Various prompting strategies have been proposed, such as the zero-shot chain of thought (CoT) approach (Kojima et al. 2022 ), which involves manually crafting diverse and effective examples. However, manual efforts can lead to mistakes. To address this, Zhang et al. ( 2021 ) introduced an automatic CoT prompting method called Auto-CoT, which demonstrates matching or superior performance compared to the CoT paradigm. Another prompt framework is trees of thoughts, enabling a model to self-evaluate its progress at intermediate stages of problem-solving through deliberate reasoning (Yao et al. 2023 ).

Beyond linguistic studies, there has been a noticeable increase in the number of foreign workers in Japan and Japanese learners worldwide (Ministry of Health, Labor, and Welfare of Japan, 2022 ; Japan Foundation, 2021 ). However, existing assessment methods, such as the Japanese Language Proficiency Test (JLPT), J-CAT, and TTBJ Footnote 1 , primarily focus on reading, listening, vocabulary, and grammar skills, neglecting the evaluation of writing proficiency. As the number of workers and language learners continues to grow, there is a rising demand for an efficient AES system that can reduce costs and time for raters and be utilized for employment, examinations, and self-study purposes.

This study aims to explore the potential of LLM-based AES by comparing the effectiveness of five models: two LLMs (GPT Footnote 2 and BERT), one Japanese local LLM (OCLL), and two conventional machine learning-based methods (linguistic feature-based scoring tools - Jess and JWriter).

The research questions addressed in this study are as follows:

To what extent do the LLM-driven AES and linguistic feature-based AES, when used as automated tools to support human rating, accurately reflect test takers’ actual performance?

What influence does the prompt have on the accuracy and performance of LLM-based AES methods?

The subsequent sections of the manuscript cover the methodology, including the assessment measures for nonnative Japanese writing proficiency, criteria for prompts, and the dataset. The evaluation section focuses on the analysis of annotations and rating scores generated by LLM-driven and linguistic feature-based AES methods.

Methodology

The dataset utilized in this study was obtained from the International Corpus of Japanese as a Second Language (I-JAS) Footnote 3 . This corpus consisted of 1000 participants who represented 12 different first languages. For the study, the participants were given a story-writing task on a personal computer. They were required to write two stories based on the 4-panel illustrations titled “Picnic” and “The key” (see Appendix A). Background information for the participants was provided by the corpus, including their Japanese language proficiency levels assessed through two online tests: J-CAT and SPOT. These tests evaluated their reading, listening, vocabulary, and grammar abilities. The learners’ proficiency levels were categorized into six levels aligned with the Common European Framework of Reference for Languages (CEFR) and the Reference Framework for Japanese Language Education (RFJLE): A1, A2, B1, B2, C1, and C2. According to Lee et al. ( 2015 ), there is a high level of agreement (r = 0.86) between the J-CAT and SPOT assessments, indicating that the proficiency certifications provided by J-CAT are consistent with those of SPOT. However, it is important to note that the scores of J-CAT and SPOT do not have a one-to-one correspondence. In this study, the J-CAT scores were used as a benchmark to differentiate learners of different proficiency levels. A total of 1400 essays were utilized, representing the beginner (aligned with A1), A2, B1, B2, C1, and C2 levels based on the J-CAT scores. Table 1 provides information about the learners’ proficiency levels and their corresponding J-CAT and SPOT scores.

A dataset comprising a total of 1400 essays from the story writing tasks was collected. Among these, 714 essays were utilized to evaluate the reliability of the LLM-based AES method, while the remaining 686 essays were designated as development data to assess the LLM-based AES’s capability to distinguish participants with varying proficiency levels. The GPT 4 API was used in this study. A detailed explanation of the prompt-assessment criteria is provided in Section Prompt . All essays were sent to the model for measurement and scoring.

Measures of writing proficiency for nonnative Japanese

Japanese exhibits a morphologically agglutinative structure where morphemes are attached to the word stem to convey grammatical functions such as tense, aspect, voice, and honorifics, e.g. (5).

食べ-させ-られ-まし-た-か

tabe-sase-rare-mashi-ta-ka

[eat (stem)-causative-passive voice-honorification-tense. past-question marker]

Japanese employs nine case particles to indicate grammatical functions: the nominative case particle が (ga), the accusative case particle を (o), the genitive case particle の (no), the dative case particle に (ni), the locative/instrumental case particle で (de), the ablative case particle から (kara), the directional case particle へ (e), and the comitative case particle と (to). The agglutinative nature of the language, combined with the case particle system, provides an efficient means of distinguishing between active and passive voice, either through morphemes or case particles, e.g. 食べる taberu “eat concusive . ” (active voice); 食べられる taberareru “eat concusive . ” (passive voice). In the active voice, “パン を 食べる” (pan o taberu) translates to “to eat bread”. On the other hand, in the passive voice, it becomes “パン が 食べられた” (pan ga taberareta), which means “(the) bread was eaten”. Additionally, it is important to note that different conjugations of the same lemma are considered as one type in order to ensure a comprehensive assessment of the language features. For example, e.g., 食べる taberu “eat concusive . ”; 食べている tabeteiru “eat progress .”; 食べた tabeta “eat past . ” as one type.

To incorporate these features, previous research (Suzuki, 1999 ; Watanabe et al. 1988 ; Ishioka, 2001 ; Ishioka and Kameda, 2006 ; Hirao et al. 2020 ) has identified complexity, fluency, and accuracy as crucial factors for evaluating writing quality. These criteria are assessed through various aspects, including lexical richness (lexical density, diversity, and sophistication), syntactic complexity, and cohesion (Kyle et al. 2021 ; Mizumoto and Eguchi, 2023 ; Ure, 1971 ; Halliday, 1985 ; Barkaoui and Hadidi, 2020 ; Zenker and Kyle, 2021 ; Kim et al. 2018 ; Lu, 2017 ; Ortega, 2015 ). Therefore, this study proposes five scoring categories: lexical richness, syntactic complexity, cohesion, content elaboration, and grammatical accuracy. A total of 16 measures were employed to capture these categories. The calculation process and specific details of these measures can be found in Table 2 .

T-unit, first introduced by Hunt ( 1966 ), is a measure used for evaluating speech and composition. It serves as an indicator of syntactic development and represents the shortest units into which a piece of discourse can be divided without leaving any sentence fragments. In the context of Japanese language assessment, Sakoda and Hosoi ( 2020 ) utilized T-unit as the basic unit to assess the accuracy and complexity of Japanese learners’ speaking and storytelling. The calculation of T-units in Japanese follows the following principles:

A single main clause constitutes 1 T-unit, regardless of the presence or absence of dependent clauses, e.g. (6).

ケンとマリはピクニックに行きました (main clause): 1 T-unit.

If a sentence contains a main clause along with subclauses, each subclause is considered part of the same T-unit, e.g. (7).

天気が良かった の で (subclause)、ケンとマリはピクニックに行きました (main clause): 1 T-unit.

In the case of coordinate clauses, where multiple clauses are connected, each coordinated clause is counted separately. Thus, a sentence with coordinate clauses may have 2 T-units or more, e.g. (8).

ケンは地図で場所を探して (coordinate clause)、マリはサンドイッチを作りました (coordinate clause): 2 T-units.

Lexical diversity refers to the range of words used within a text (Engber, 1995 ; Kyle et al. 2021 ) and is considered a useful measure of the breadth of vocabulary in L n production (Jarvis, 2013a , 2013b ).

The type/token ratio (TTR) is widely recognized as a straightforward measure for calculating lexical diversity and has been employed in numerous studies. These studies have demonstrated a strong correlation between TTR and other methods of measuring lexical diversity (e.g., Bentz et al. 2016 ; Čech and Miroslav, 2018 ; Çöltekin and Taraka, 2018 ). TTR is computed by considering both the number of unique words (types) and the total number of words (tokens) in a given text. Given that the length of learners’ writing texts can vary, this study employs the moving average type-token ratio (MATTR) to mitigate the influence of text length. MATTR is calculated using a 50-word moving window. Initially, a TTR is determined for words 1–50 in an essay, followed by words 2–51, 3–52, and so on until the end of the essay is reached (Díez-Ortega and Kyle, 2023 ). The final MATTR scores were obtained by averaging the TTR scores for all 50-word windows. The following formula was employed to derive MATTR:

\({\rm{MATTR}}({\rm{W}})=\frac{{\sum }_{{\rm{i}}=1}^{{\rm{N}}-{\rm{W}}+1}{{\rm{F}}}_{{\rm{i}}}}{{\rm{W}}({\rm{N}}-{\rm{W}}+1)}\)

Here, N refers to the number of tokens in the corpus. W is the randomly selected token size (W < N). \({F}_{i}\) is the number of types in each window. The \({\rm{MATTR}}({\rm{W}})\) is the mean of a series of type-token ratios (TTRs) based on the word form for all windows. It is expected that individuals with higher language proficiency will produce texts with greater lexical diversity, as indicated by higher MATTR scores.

Lexical density was captured by the ratio of the number of lexical words to the total number of words (Lu, 2012 ). Lexical sophistication refers to the utilization of advanced vocabulary, often evaluated through word frequency indices (Crossley et al. 2013 ; Haberman, 2008 ; Kyle and Crossley, 2015 ; Laufer and Nation, 1995 ; Lu, 2012 ; Read, 2000 ). In line of writing, lexical sophistication can be interpreted as vocabulary breadth, which entails the appropriate usage of vocabulary items across various lexicon-grammatical contexts and registers (Garner et al. 2019 ; Kim et al. 2018 ; Kyle et al. 2018 ). In Japanese specifically, words are considered lexically sophisticated if they are not included in the “Japanese Education Vocabulary List Ver 1.0”. Footnote 4 Consequently, lexical sophistication was calculated by determining the number of sophisticated word types relative to the total number of words per essay. Furthermore, it has been suggested that, in Japanese writing, sentences should ideally have a length of no more than 40 to 50 characters, as this promotes readability. Therefore, the median and maximum sentence length can be considered as useful indices for assessment (Ishioka and Kameda, 2006 ).

Syntactic complexity was assessed based on several measures, including the mean length of clauses, verb phrases per T-unit, clauses per T-unit, dependent clauses per T-unit, complex nominals per clause, adverbial clauses per clause, coordinate phrases per clause, and mean dependency distance (MDD). The MDD reflects the distance between the governor and dependent positions in a sentence. A larger dependency distance indicates a higher cognitive load and greater complexity in syntactic processing (Liu, 2008 ; Liu et al. 2017 ). The MDD has been established as an efficient metric for measuring syntactic complexity (Jiang, Quyang, and Liu, 2019 ; Li and Yan, 2021 ). To calculate the MDD, the position numbers of the governor and dependent are subtracted, assuming that words in a sentence are assigned in a linear order, such as W1 … Wi … Wn. In any dependency relationship between words Wa and Wb, Wa is the governor and Wb is the dependent. The MDD of the entire sentence was obtained by taking the absolute value of governor – dependent:

MDD = \(\frac{1}{n}{\sum }_{i=1}^{n}|{\rm{D}}{{\rm{D}}}_{i}|\)

In this formula, \(n\) represents the number of words in the sentence, and \({DD}i\) is the dependency distance of the \({i}^{{th}}\) dependency relationship of a sentence. Building on this, the annotation of sentence ‘Mary-ga-John-ni-keshigomu-o-watashita was [Mary- top -John- dat -eraser- acc -give- past] ’. The sentence’s MDD would be 2. Table 3 provides the CSV file as a prompt for GPT 4.

Cohesion (semantic similarity) and content elaboration aim to capture the ideas presented in test taker’s essays. Cohesion was assessed using three measures: Synonym overlap/paragraph (topic), Synonym overlap/paragraph (keywords), and word2vec cosine similarity. Content elaboration and development were measured as the number of metadiscourse markers (type)/number of words. To capture content closely, this study proposed a novel-distance based representation, by encoding the cosine distance between the essay (by learner) and essay task’s (topic and keyword) i -vectors. The learner’s essay is decoded into a word sequence, and aligned to the essay task’ topic and keyword for log-likelihood measurement. The cosine distance reveals the content elaboration score in the leaners’ essay. The mathematical equation of cosine similarity between target-reference vectors is shown in (11), assuming there are i essays and ( L i , …. L n ) and ( N i , …. N n ) are the vectors representing the learner and task’s topic and keyword respectively. The content elaboration distance between L i and N i was calculated as follows:

\(\cos \left(\theta \right)=\frac{{\rm{L}}\,\cdot\, {\rm{N}}}{\left|{\rm{L}}\right|{\rm{|N|}}}=\frac{\mathop{\sum }\nolimits_{i=1}^{n}{L}_{i}{N}_{i}}{\sqrt{\mathop{\sum }\nolimits_{i=1}^{n}{L}_{i}^{2}}\sqrt{\mathop{\sum }\nolimits_{i=1}^{n}{N}_{i}^{2}}}\)

A high similarity value indicates a low difference between the two recognition outcomes, which in turn suggests a high level of proficiency in content elaboration.

To evaluate the effectiveness of the proposed measures in distinguishing different proficiency levels among nonnative Japanese speakers’ writing, we conducted a multi-faceted Rasch measurement analysis (Linacre, 1994 ). This approach applies measurement models to thoroughly analyze various factors that can influence test outcomes, including test takers’ proficiency, item difficulty, and rater severity, among others. The underlying principles and functionality of multi-faceted Rasch measurement are illustrated in (12).

\(\log \left(\frac{{P}_{{nijk}}}{{P}_{{nij}(k-1)}}\right)={B}_{n}-{D}_{i}-{C}_{j}-{F}_{k}\)

(12) defines the logarithmic transformation of the probability ratio ( P nijk /P nij(k-1) )) as a function of multiple parameters. Here, n represents the test taker, i denotes a writing proficiency measure, j corresponds to the human rater, and k represents the proficiency score. The parameter B n signifies the proficiency level of test taker n (where n ranges from 1 to N). D j represents the difficulty parameter of test item i (where i ranges from 1 to L), while C j represents the severity of rater j (where j ranges from 1 to J). Additionally, F k represents the step difficulty for a test taker to move from score ‘k-1’ to k . P nijk refers to the probability of rater j assigning score k to test taker n for test item i . P nij(k-1) represents the likelihood of test taker n being assigned score ‘k-1’ by rater j for test item i . Each facet within the test is treated as an independent parameter and estimated within the same reference framework. To evaluate the consistency of scores obtained through both human and computer analysis, we utilized the Infit mean-square statistic. This statistic is a chi-square measure divided by the degrees of freedom and is weighted with information. It demonstrates higher sensitivity to unexpected patterns in responses to items near a person’s proficiency level (Linacre, 2002 ). Fit statistics are assessed based on predefined thresholds for acceptable fit. For the Infit MNSQ, which has a mean of 1.00, different thresholds have been suggested. Some propose stricter thresholds ranging from 0.7 to 1.3 (Bond et al. 2021 ), while others suggest more lenient thresholds ranging from 0.5 to 1.5 (Eckes, 2009 ). In this study, we adopted the criterion of 0.70–1.30 for the Infit MNSQ.

Moving forward, we can now proceed to assess the effectiveness of the 16 proposed measures based on five criteria for accurately distinguishing various levels of writing proficiency among non-native Japanese speakers. To conduct this evaluation, we utilized the development dataset from the I-JAS corpus, as described in Section Dataset . Table 4 provides a measurement report that presents the performance details of the 14 metrics under consideration. The measure separation was found to be 4.02, indicating a clear differentiation among the measures. The reliability index for the measure separation was 0.891, suggesting consistency in the measurement. Similarly, the person separation reliability index was 0.802, indicating the accuracy of the assessment in distinguishing between individuals. All 16 measures demonstrated Infit mean squares within a reasonable range, ranging from 0.76 to 1.28. The Synonym overlap/paragraph (topic) measure exhibited a relatively high outfit mean square of 1.46, although the Infit mean square falls within an acceptable range. The standard error for the measures ranged from 0.13 to 0.28, indicating the precision of the estimates.

Table 5 further illustrated the weights assigned to different linguistic measures for score prediction, with higher weights indicating stronger correlations between those measures and higher scores. Specifically, the following measures exhibited higher weights compared to others: moving average type token ratio per essay has a weight of 0.0391. Mean dependency distance had a weight of 0.0388. Mean length of clause, calculated by dividing the number of words by the number of clauses, had a weight of 0.0374. Complex nominals per T-unit, calculated by dividing the number of complex nominals by the number of T-units, had a weight of 0.0379. Coordinate phrases rate, calculated by dividing the number of coordinate phrases by the number of clauses, had a weight of 0.0325. Grammatical error rate, representing the number of errors per essay, had a weight of 0.0322.

Criteria (output indicator)

The criteria used to evaluate the writing ability in this study were based on CEFR, which follows a six-point scale ranging from A1 to C2. To assess the quality of Japanese writing, the scoring criteria from Table 6 were utilized. These criteria were derived from the IELTS writing standards and served as assessment guidelines and prompts for the written output.

A prompt is a question or detailed instruction that is provided to the model to obtain a proper response. After several pilot experiments, we decided to provide the measures (Section Measures of writing proficiency for nonnative Japanese ) as the input prompt and use the criteria (Section Criteria (output indicator) ) as the output indicator. Regarding the prompt language, considering that the LLM was tasked with rating Japanese essays, would prompt in Japanese works better Footnote 5 ? We conducted experiments comparing the performance of GPT-4 using both English and Japanese prompts. Additionally, we utilized the Japanese local model OCLL with Japanese prompts. Multiple trials were conducted using the same sample. Regardless of the prompt language used, we consistently obtained the same grading results with GPT-4, which assigned a grade of B1 to the writing sample. This suggested that GPT-4 is reliable and capable of producing consistent ratings regardless of the prompt language. On the other hand, when we used Japanese prompts with the Japanese local model “OCLL”, we encountered inconsistent grading results. Out of 10 attempts with OCLL, only 6 yielded consistent grading results (B1), while the remaining 4 showed different outcomes, including A1 and B2 grades. These findings indicated that the language of the prompt was not the determining factor for reliable AES. Instead, the size of the training data and the model parameters played crucial roles in achieving consistent and reliable AES results for the language model.

The following is the utilized prompt, which details all measures and requires the LLM to score the essays using holistic and trait scores.

Please evaluate Japanese essays written by Japanese learners and assign a score to each essay on a six-point scale, ranging from A1, A2, B1, B2, C1 to C2. Additionally, please provide trait scores and display the calculation process for each trait score. The scoring should be based on the following criteria:

Moving average type-token ratio.

Number of lexical words (token) divided by the total number of words per essay.

Number of sophisticated word types divided by the total number of words per essay.

Mean length of clause.

Verb phrases per T-unit.

Clauses per T-unit.

Dependent clauses per T-unit.

Complex nominals per clause.

Adverbial clauses per clause.

Coordinate phrases per clause.

Mean dependency distance.

Synonym overlap paragraph (topic and keywords).

Word2vec cosine similarity.

Connectives per essay.

Conjunctions per essay.

Number of metadiscourse markers (types) divided by the total number of words.

Number of errors per essay.

Japanese essay text

出かける前に二人が地図を見ている間に、サンドイッチを入れたバスケットに犬が入ってしまいました。それに気づかずに二人は楽しそうに出かけて行きました。やがて突然犬がバスケットから飛び出し、二人は驚きました。バスケット の 中を見ると、食べ物はすべて犬に食べられていて、二人は困ってしまいました。(ID_JJJ01_SW1)

The score of the example above was B1. Figure 3 provides an example of holistic and trait scores provided by GPT-4 (with a prompt indicating all measures) via Bing Footnote 6 .

Example of GPT-4 AES and feedback (with a prompt indicating all measures).

Statistical analysis

The aim of this study is to investigate the potential use of LLM for nonnative Japanese AES. It seeks to compare the scoring outcomes obtained from feature-based AES tools, which rely on conventional machine learning technology (i.e. Jess, JWriter), with those generated by AI-driven AES tools utilizing deep learning technology (BERT, GPT, OCLL). To assess the reliability of a computer-assisted annotation tool, the study initially established human-human agreement as the benchmark measure. Subsequently, the performance of the LLM-based method was evaluated by comparing it to human-human agreement.

To assess annotation agreement, the study employed standard measures such as precision, recall, and F-score (Brants 2000 ; Lu 2010 ), along with the quadratically weighted kappa (QWK) to evaluate the consistency and agreement in the annotation process. Assume A and B represent human annotators. When comparing the annotations of the two annotators, the following results are obtained. The evaluation of precision, recall, and F-score metrics was illustrated in equations (13) to (15).

\({\rm{Recall}}(A,B)=\frac{{\rm{Number}}\,{\rm{of}}\,{\rm{identical}}\,{\rm{nodes}}\,{\rm{in}}\,A\,{\rm{and}}\,B}{{\rm{Number}}\,{\rm{of}}\,{\rm{nodes}}\,{\rm{in}}\,A}\)

\({\rm{Precision}}(A,\,B)=\frac{{\rm{Number}}\,{\rm{of}}\,{\rm{identical}}\,{\rm{nodes}}\,{\rm{in}}\,A\,{\rm{and}}\,B}{{\rm{Number}}\,{\rm{of}}\,{\rm{nodes}}\,{\rm{in}}\,B}\)

The F-score is the harmonic mean of recall and precision:

\({\rm{F}}-{\rm{score}}=\frac{2* ({\rm{Precision}}* {\rm{Recall}})}{{\rm{Precision}}+{\rm{Recall}}}\)

The highest possible value of an F-score is 1.0, indicating perfect precision and recall, and the lowest possible value is 0, if either precision or recall are zero.

In accordance with Taghipour and Ng ( 2016 ), the calculation of QWK involves two steps:

Step 1: Construct a weight matrix W as follows:

\({W}_{{ij}}=\frac{{(i-j)}^{2}}{{(N-1)}^{2}}\)

i represents the annotation made by the tool, while j represents the annotation made by a human rater. N denotes the total number of possible annotations. Matrix O is subsequently computed, where O_( i, j ) represents the count of data annotated by the tool ( i ) and the human annotator ( j ). On the other hand, E refers to the expected count matrix, which undergoes normalization to ensure that the sum of elements in E matches the sum of elements in O.

Step 2: With matrices O and E, the QWK is obtained as follows:

K = 1- \(\frac{\sum i,j{W}_{i,j}\,{O}_{i,j}}{\sum i,j{W}_{i,j}\,{E}_{i,j}}\)

The value of the quadratic weighted kappa increases as the level of agreement improves. Further, to assess the accuracy of LLM scoring, the proportional reductive mean square error (PRMSE) was employed. The PRMSE approach takes into account the variability observed in human ratings to estimate the rater error, which is then subtracted from the variance of the human labels. This calculation provides an overall measure of agreement between the automated scores and true scores (Haberman et al. 2015 ; Loukina et al. 2020 ; Taghipour and Ng, 2016 ). The computation of PRMSE involves the following steps:

Step 1: Calculate the mean squared errors (MSEs) for the scoring outcomes of the computer-assisted tool (MSE tool) and the human scoring outcomes (MSE human).

Step 2: Determine the PRMSE by comparing the MSE of the computer-assisted tool (MSE tool) with the MSE from human raters (MSE human), using the following formula:

\({\rm{PRMSE}}=1-\frac{({\rm{MSE}}\,{\rm{tool}})\,}{({\rm{MSE}}\,{\rm{human}})\,}=1-\,\frac{{\sum }_{i}^{n}=1{({{\rm{y}}}_{i}-{\hat{{\rm{y}}}}_{{\rm{i}}})}^{2}}{{\sum }_{i}^{n}=1{({{\rm{y}}}_{i}-\hat{{\rm{y}}})}^{2}}\)

In the numerator, ŷi represents the scoring outcome predicted by a specific LLM-driven AES system for a given sample. The term y i − ŷ i represents the difference between this predicted outcome and the mean value of all LLM-driven AES systems’ scoring outcomes. It quantifies the deviation of the specific LLM-driven AES system’s prediction from the average prediction of all LLM-driven AES systems. In the denominator, y i − ŷ represents the difference between the scoring outcome provided by a specific human rater for a given sample and the mean value of all human raters’ scoring outcomes. It measures the discrepancy between the specific human rater’s score and the average score given by all human raters. The PRMSE is then calculated by subtracting the ratio of the MSE tool to the MSE human from 1. PRMSE falls within the range of 0 to 1, with larger values indicating reduced errors in LLM’s scoring compared to those of human raters. In other words, a higher PRMSE implies that LLM’s scoring demonstrates greater accuracy in predicting the true scores (Loukina et al. 2020 ). The interpretation of kappa values, ranging from 0 to 1, is based on the work of Landis and Koch ( 1977 ). Specifically, the following categories are assigned to different ranges of kappa values: −1 indicates complete inconsistency, 0 indicates random agreement, 0.0 ~ 0.20 indicates extremely low level of agreement (slight), 0.21 ~ 0.40 indicates moderate level of agreement (fair), 0.41 ~ 0.60 indicates medium level of agreement (moderate), 0.61 ~ 0.80 indicates high level of agreement (substantial), 0.81 ~ 1 indicates almost perfect level of agreement. All statistical analyses were executed using Python script.

Results and discussion

Annotation reliability of the llm.

This section focuses on assessing the reliability of the LLM’s annotation and scoring capabilities. To evaluate the reliability, several tests were conducted simultaneously, aiming to achieve the following objectives:

Assess the LLM’s ability to differentiate between test takers with varying levels of oral proficiency.

Determine the level of agreement between the annotations and scoring performed by the LLM and those done by human raters.

The evaluation of the results encompassed several metrics, including: precision, recall, F-Score, quadratically-weighted kappa, proportional reduction of mean squared error, Pearson correlation, and multi-faceted Rasch measurement.

Inter-annotator agreement (human–human annotator agreement)

We started with an agreement test of the two human annotators. Two trained annotators were recruited to determine the writing task data measures. A total of 714 scripts, as the test data, was utilized. Each analysis lasted 300–360 min. Inter-annotator agreement was evaluated using the standard measures of precision, recall, and F-score and QWK. Table 7 presents the inter-annotator agreement for the various indicators. As shown, the inter-annotator agreement was fairly high, with F-scores ranging from 1.0 for sentence and word number to 0.666 for grammatical errors.

The findings from the QWK analysis provided further confirmation of the inter-annotator agreement. The QWK values covered a range from 0.950 ( p  = 0.000) for sentence and word number to 0.695 for synonym overlap number (keyword) and grammatical errors ( p  = 0.001).

Agreement of annotation outcomes between human and LLM

To evaluate the consistency between human annotators and LLM annotators (BERT, GPT, OCLL) across the indices, the same test was conducted. The results of the inter-annotator agreement (F-score) between LLM and human annotation are provided in Appendix B-D. The F-scores ranged from 0.706 for Grammatical error # for OCLL-human to a perfect 1.000 for GPT-human, for sentences, clauses, T-units, and words. These findings were further supported by the QWK analysis, which showed agreement levels ranging from 0.807 ( p  = 0.001) for metadiscourse markers for OCLL-human to 0.962 for words ( p  = 0.000) for GPT-human. The findings demonstrated that the LLM annotation achieved a significant level of accuracy in identifying measurement units and counts.

Reliability of LLM-driven AES’s scoring and discriminating proficiency levels

This section examines the reliability of the LLM-driven AES scoring through a comparison of the scoring outcomes produced by human raters and the LLM ( Reliability of LLM-driven AES scoring ). It also assesses the effectiveness of the LLM-based AES system in differentiating participants with varying proficiency levels ( Reliability of LLM-driven AES discriminating proficiency levels ).

Reliability of LLM-driven AES scoring

Table 8 summarizes the QWK coefficient analysis between the scores computed by the human raters and the GPT-4 for the individual essays from I-JAS Footnote 7 . As shown, the QWK of all measures ranged from k  = 0.819 for lexical density (number of lexical words (tokens)/number of words per essay) to k  = 0.644 for word2vec cosine similarity. Table 9 further presents the Pearson correlations between the 16 writing proficiency measures scored by human raters and GPT 4 for the individual essays. The correlations ranged from 0.672 for syntactic complexity to 0.734 for grammatical accuracy. The correlations between the writing proficiency scores assigned by human raters and the BERT-based AES system were found to range from 0.661 for syntactic complexity to 0.713 for grammatical accuracy. The correlations between the writing proficiency scores given by human raters and the OCLL-based AES system ranged from 0.654 for cohesion to 0.721 for grammatical accuracy. These findings indicated an alignment between the assessments made by human raters and both the BERT-based and OCLL-based AES systems in terms of various aspects of writing proficiency.

Reliability of LLM-driven AES discriminating proficiency levels

After validating the reliability of the LLM’s annotation and scoring, the subsequent objective was to evaluate its ability to distinguish between various proficiency levels. For this analysis, a dataset of 686 individual essays was utilized. Table 10 presents a sample of the results, summarizing the means, standard deviations, and the outcomes of the one-way ANOVAs based on the measures assessed by the GPT-4 model. A post hoc multiple comparison test, specifically the Bonferroni test, was conducted to identify any potential differences between pairs of levels.

As the results reveal, seven measures presented linear upward or downward progress across the three proficiency levels. These were marked in bold in Table 10 and comprise one measure of lexical richness, i.e. MATTR (lexical diversity); four measures of syntactic complexity, i.e. MDD (mean dependency distance), MLC (mean length of clause), CNT (complex nominals per T-unit), CPC (coordinate phrases rate); one cohesion measure, i.e. word2vec cosine similarity and GER (grammatical error rate). Regarding the ability of the sixteen measures to distinguish adjacent proficiency levels, the Bonferroni tests indicated that statistically significant differences exist between the primary level and the intermediate level for MLC and GER. One measure of lexical richness, namely LD, along with three measures of syntactic complexity (VPT, CT, DCT, ACC), two measures of cohesion (SOPT, SOPK), and one measure of content elaboration (IMM), exhibited statistically significant differences between proficiency levels. However, these differences did not demonstrate a linear progression between adjacent proficiency levels. No significant difference was observed in lexical sophistication between proficiency levels.

To summarize, our study aimed to evaluate the reliability and differentiation capabilities of the LLM-driven AES method. For the first objective, we assessed the LLM’s ability to differentiate between test takers with varying levels of oral proficiency using precision, recall, F-Score, and quadratically-weighted kappa. Regarding the second objective, we compared the scoring outcomes generated by human raters and the LLM to determine the level of agreement. We employed quadratically-weighted kappa and Pearson correlations to compare the 16 writing proficiency measures for the individual essays. The results confirmed the feasibility of using the LLM for annotation and scoring in AES for nonnative Japanese. As a result, Research Question 1 has been addressed.

Comparison of BERT-, GPT-, OCLL-based AES, and linguistic-feature-based computation methods

This section aims to compare the effectiveness of five AES methods for nonnative Japanese writing, i.e. LLM-driven approaches utilizing BERT, GPT, and OCLL, linguistic feature-based approaches using Jess and JWriter. The comparison was conducted by comparing the ratings obtained from each approach with human ratings. All ratings were derived from the dataset introduced in Dataset . To facilitate the comparison, the agreement between the automated methods and human ratings was assessed using QWK and PRMSE. The performance of each approach was summarized in Table 11 .

The QWK coefficient values indicate that LLMs (GPT, BERT, OCLL) and human rating outcomes demonstrated higher agreement compared to feature-based AES methods (Jess and JWriter) in assessing writing proficiency criteria, including lexical richness, syntactic complexity, content, and grammatical accuracy. Among the LLMs, the GPT-4 driven AES and human rating outcomes showed the highest agreement in all criteria, except for syntactic complexity. The PRMSE values suggest that the GPT-based method outperformed linguistic feature-based methods and other LLM-based approaches. Moreover, an interesting finding emerged during the study: the agreement coefficient between GPT-4 and human scoring was even higher than the agreement between different human raters themselves. This discovery highlights the advantage of GPT-based AES over human rating. Ratings involve a series of processes, including reading the learners’ writing, evaluating the content and language, and assigning scores. Within this chain of processes, various biases can be introduced, stemming from factors such as rater biases, test design, and rating scales. These biases can impact the consistency and objectivity of human ratings. GPT-based AES may benefit from its ability to apply consistent and objective evaluation criteria. By prompting the GPT model with detailed writing scoring rubrics and linguistic features, potential biases in human ratings can be mitigated. The model follows a predefined set of guidelines and does not possess the same subjective biases that human raters may exhibit. This standardization in the evaluation process contributes to the higher agreement observed between GPT-4 and human scoring. Section Prompt strategy of the study delves further into the role of prompts in the application of LLMs to AES. It explores how the choice and implementation of prompts can impact the performance and reliability of LLM-based AES methods. Furthermore, it is important to acknowledge the strengths of the local model, i.e. the Japanese local model OCLL, which excels in processing certain idiomatic expressions. Nevertheless, our analysis indicated that GPT-4 surpasses local models in AES. This superior performance can be attributed to the larger parameter size of GPT-4, estimated to be between 500 billion and 1 trillion, which exceeds the sizes of both BERT and the local model OCLL.

Prompt strategy

In the context of prompt strategy, Mizumoto and Eguchi ( 2023 ) conducted a study where they applied the GPT-3 model to automatically score English essays in the TOEFL test. They found that the accuracy of the GPT model alone was moderate to fair. However, when they incorporated linguistic measures such as cohesion, syntactic complexity, and lexical features alongside the GPT model, the accuracy significantly improved. This highlights the importance of prompt engineering and providing the model with specific instructions to enhance its performance. In this study, a similar approach was taken to optimize the performance of LLMs. GPT-4, which outperformed BERT and OCLL, was selected as the candidate model. Model 1 was used as the baseline, representing GPT-4 without any additional prompting. Model 2, on the other hand, involved GPT-4 prompted with 16 measures that included scoring criteria, efficient linguistic features for writing assessment, and detailed measurement units and calculation formulas. The remaining models (Models 3 to 18) utilized GPT-4 prompted with individual measures. The performance of these 18 different models was assessed using the output indicators described in Section Criteria (output indicator) . By comparing the performances of these models, the study aimed to understand the impact of prompt engineering on the accuracy and effectiveness of GPT-4 in AES tasks.

Based on the PRMSE scores presented in Fig. 4 , it was observed that Model 1, representing GPT-4 without any additional prompting, achieved a fair level of performance. However, Model 2, which utilized GPT-4 prompted with all measures, outperformed all other models in terms of PRMSE score, achieving a score of 0.681. These results indicate that the inclusion of specific measures and prompts significantly enhanced the performance of GPT-4 in AES. Among the measures, syntactic complexity was found to play a particularly significant role in improving the accuracy of GPT-4 in assessing writing quality. Following that, lexical diversity emerged as another important factor contributing to the model’s effectiveness. The study suggests that a well-prompted GPT-4 can serve as a valuable tool to support human assessors in evaluating writing quality. By utilizing GPT-4 as an automated scoring tool, the evaluation biases associated with human raters can be minimized. This has the potential to empower teachers by allowing them to focus on designing writing tasks and guiding writing strategies, while leveraging the capabilities of GPT-4 for efficient and reliable scoring.

PRMSE scores of the 18 AES models.

This study aimed to investigate two main research questions: the feasibility of utilizing LLMs for AES and the impact of prompt engineering on the application of LLMs in AES.

To address the first objective, the study compared the effectiveness of five different models: GPT, BERT, the Japanese local LLM (OCLL), and two conventional machine learning-based AES tools (Jess and JWriter). The PRMSE values indicated that the GPT-4-based method outperformed other LLMs (BERT, OCLL) and linguistic feature-based computational methods (Jess and JWriter) across various writing proficiency criteria. Furthermore, the agreement coefficient between GPT-4 and human scoring surpassed the agreement among human raters themselves, highlighting the potential of using the GPT-4 tool to enhance AES by reducing biases and subjectivity, saving time, labor, and cost, and providing valuable feedback for self-study. Regarding the second goal, the role of prompt design was investigated by comparing 18 models, including a baseline model, a model prompted with all measures, and 16 models prompted with one measure at a time. GPT-4, which outperformed BERT and OCLL, was selected as the candidate model. The PRMSE scores of the models showed that GPT-4 prompted with all measures achieved the best performance, surpassing the baseline and other models.

In conclusion, this study has demonstrated the potential of LLMs in supporting human rating in assessments. By incorporating automation, we can save time and resources while reducing biases and subjectivity inherent in human rating processes. Automated language assessments offer the advantage of accessibility, providing equal opportunities and economic feasibility for individuals who lack access to traditional assessment centers or necessary resources. LLM-based language assessments provide valuable feedback and support to learners, aiding in the enhancement of their language proficiency and the achievement of their goals. This personalized feedback can cater to individual learner needs, facilitating a more tailored and effective language-learning experience.

There are three important areas that merit further exploration. First, prompt engineering requires attention to ensure optimal performance of LLM-based AES across different language types. This study revealed that GPT-4, when prompted with all measures, outperformed models prompted with fewer measures. Therefore, investigating and refining prompt strategies can enhance the effectiveness of LLMs in automated language assessments. Second, it is crucial to explore the application of LLMs in second-language assessment and learning for oral proficiency, as well as their potential in under-resourced languages. Recent advancements in self-supervised machine learning techniques have significantly improved automatic speech recognition (ASR) systems, opening up new possibilities for creating reliable ASR systems, particularly for under-resourced languages with limited data. However, challenges persist in the field of ASR. First, ASR assumes correct word pronunciation for automatic pronunciation evaluation, which proves challenging for learners in the early stages of language acquisition due to diverse accents influenced by their native languages. Accurately segmenting short words becomes problematic in such cases. Second, developing precise audio-text transcriptions for languages with non-native accented speech poses a formidable task. Last, assessing oral proficiency levels involves capturing various linguistic features, including fluency, pronunciation, accuracy, and complexity, which are not easily captured by current NLP technology.

Data availability

The dataset utilized was obtained from the International Corpus of Japanese as a Second Language (I-JAS). The data URLs: [ https://www2.ninjal.ac.jp/jll/lsaj/ihome2.html ].

J-CAT and TTBJ are two computerized adaptive tests used to assess Japanese language proficiency.

SPOT is a specific component of the TTBJ test.

J-CAT: https://www.j-cat2.org/html/ja/pages/interpret.html

SPOT: https://ttbj.cegloc.tsukuba.ac.jp/p1.html#SPOT .

The study utilized a prompt-based GPT-4 model, developed by OpenAI, which has an impressive architecture with 1.8 trillion parameters across 120 layers. GPT-4 was trained on a vast dataset of 13 trillion tokens, using two stages: initial training on internet text datasets to predict the next token, and subsequent fine-tuning through reinforcement learning from human feedback.

https://www2.ninjal.ac.jp/jll/lsaj/ihome2-en.html .

http://jhlee.sakura.ne.jp/JEV/ by Japanese Learning Dictionary Support Group 2015.

We express our sincere gratitude to the reviewer for bringing this matter to our attention.

On February 7, 2023, Microsoft began rolling out a major overhaul to Bing that included a new chatbot feature based on OpenAI’s GPT-4 (Bing.com).

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This research was funded by National Foundation of Social Sciences (22BYY186) to Wenchao Li.

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Li, W., Liu, H. Applying large language models for automated essay scoring for non-native Japanese. Humanit Soc Sci Commun 11 , 723 (2024). https://doi.org/10.1057/s41599-024-03209-9

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DOI : https://doi.org/10.1057/s41599-024-03209-9

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