Market potential - Established players vs Leaders

[rochon.a1.119]

If you find your competitors in the “Established players” quadrant, investigate their traffic sources to understand how they got there.

Find out where your website visitors are coming from and change the time period of your search to view peaks and troughs.

If you're seeing a significant amount of direct traffic, they're relying heavily on the strength of their brand and may have reduced their brand awareness marketing budget as a result.

Most established players have larger budgets and will maintain their position for some time unless consumer demand decreases or competition increases.

A drop in demand can turn them into “Niche players” if italy mobile database they don’t adapt, while an increase in the number of “Game changers” can inspire them to take action.

PayPal is an example of a company that has dominated its space, but its position was threatened by a variety of “Niche players” and “Game changers”:

Market potential - Niche Players vs Game changers Paypal

If we click on PayPal’s traffic sources overview, we can see that it increased its marketing efforts in August 2019 and grew its traffic across the board:

Market Potential - Paypal Analysis

This activity helped strengthen the company’s position in the market by elevating it to the “Leaders” quadrant.