In today’s crowded markets, it’s not enough to know how big the opportunity is – you also need to know who you’re up against and how they’re positioned. That’s where a competitive landscape study from Freedonia Strategic Insights comes in. Since 2002, we’ve helped clients benchmark themselves against rivals, uncover opportunities, and sharpen strategies to compete and win.
In this post, we’ll cover what a competitive landscape study is, what information it provides, and how companies use these insights to their advantage.
What Is a Competitive Landscape Study?
A competitive landscape study maps out the structure of an industry by analyzing the leading players and their positioning. It goes beyond simple market size to uncover how companies compete – through market share, channel strategy, product offerings, customer relationships and more.
At its core, a competitive landscape answers questions like:
- Who are the top competitors in this market?
- What share of the market do they hold?
- How do they differentiate themselves?
- Where are they investing, innovating or expanding?
By examining both quantitative factors (like revenues, profitability and capacity) and qualitative insights (like value proposition and R&D activity), a competitive landscape provides a well-rounded picture of the forces shaping your market.
What Information Does It Provide?
A Freedonia competitive landscape study is tailored to the specific needs of your business, but typically includes:
- Market Share Analysis – by geography, channel, product type or end-use segment
- Industry Structure – the number and scale of competitors, supplier relationships and distribution channels
- Competitor Profiles – including revenues, production capacity and volumes, go-to-market strategies, customer relationships and key product offerings
- Competitive Positioning – how each player differentiates itself via such factors as pricing, product portfolio, or focus on innovation or sustainability
- SWOT Analysis – competitors’ internal strengths and weaknesses, and external opportunities and threats
- Strategic Intelligence – recent or planned expansions, M&A activity and R&D investments
For example, in the US roofing market, understanding how companies like Holcim, Carlisle, Johns Manville and GAF divide market share, product lines and regional focus is critical for benchmarking performance and planning a go-to-market strategy.
How Do Clients Benefit?
A competitive landscape study doesn’t just provide data – it offers actionable intelligence that directly informs business strategy. Clients use these insights to:
- Benchmark performance: Compare your market share, pricing and profitability against competitors.
- Identify growth opportunities: Spot high-growth segments, under-served geographies or emerging technologies.
- Guide product development: See where competitors are investing in R&D and how they differentiate their offerings.
- Support M&A and partnerships: Assess potential acquisition targets, channel partners or strategic alliances.
- Strengthen investor communications: Provide defensible market positioning in investor relations materials.
One client in the building materials sector, for example, turned to Freedonia to better understand its standing among the top 20 competitors in a fragmented market. The intelligence not only confirmed their strong position but also uncovered gaps where nimble rivals were gaining ground – leading the company to adjust its channel strategy and product mix before losing share.
The Bottom Line
A competitive landscape study is more than a snapshot of who’s in the market – it’s a roadmap to positioning your business for growth. By understanding the strategies, strengths and weaknesses of your competitors, you gain the insight needed to compete smarter and move faster.
At Freedonia Strategic Insights, we combine rigorous data analysis with industry expertise to deliver the intelligence you need to win in your market.
Want to benchmark your position? Contact our team to explore how a customized competitive landscape study can give you the edge. Connect with us on LinkedIn, explore our website, or book a time to talk.
About the Author: Michael Igelnik is a Project Manager at Freedonia Strategic Insights, where he has been part of the team since 2015. He specializes in market sizing, segmentation, forecasting, and competitive analysis across industries ranging from construction and medical equipment to packaging and energy. Prior to joining Freedonia, Michael managed marketing and client relations at Roulston Research. He holds a BA in Economics and an MBA in Finance from Case Western Reserve University.
