OUTPUT
Canonical method
Strategic groups: map competitive positions
What must be established
A useful analysis keeps its controls visible.
- 01
Choose axes that explain model differences, not two versions of the same indicator.
- 02
Document each actor's position and flag missing data.
- 03
Identify mobility barriers, white spaces and plausible group changes.
Decision reference
Make the next choice more explicit.
DECISION SUPPORTED
Which competitors follow similar models, and which barriers limit movement between groups?
DELIVERABLE TO KEEP
A map of competitive positions and possible mobility between groups.
NEXT ELEMENT TO EXAMINE
CompetitorsExplore →Choose discriminating axes
Price, integration, range breadth, technology or geographic coverage can be useful when they genuinely distinguish observed business models. The axes must be independently meaningful and supported by available data.
- Variation across actors
- Axis independence
- Available data
Plot with evidence
Every point retains its source, period, unit and positioning uncertainty. An unknown value never becomes an average value simply to complete a chart.
- Value and unit
- Source
- Date
- Confidence
Analyse mobility
The decision concerns the possibility of moving group, the cost of the move and likely response from established actors. It does not infer profitability from distance on a chart.
- Mobility barrier
- Required capability
- Competitive response
DECISION ASSET
Map of strategic groups and mobility barriers
Two discriminating axes position actors, then the barriers between groups are documented.
Horizontal axis
- Input
- Strategic dimension
- Control
- Does it separate business models?
- Output
- X position
Vertical axis
- Input
- Independent dimension
- Control
- Does it avoid double counting?
- Output
- Y position
Group
- Input
- Nearby actors
- Control
- Do they share structural choices?
- Output
- Competitive set
Mobility
- Input
- Capability, access, cost
- Control
- What prevents the move?
- Output
- Barrier
- OECD Competition Assessment Toolkit (opens in a new tab)OECD guidance for assessing competitive constraints and market alternatives.
- Harvard Business School, The Five Forces (opens in a new tab)Institutional reference on industry structure, rivalry and barriers.
MOVE FROM ANALYSIS TO YOUR DECISION
Produce a testable decision mandate
MOVE FROM ANALYSIS TO YOUR DECISION
Produce a testable decision mandate
RETURN TO THE DECISION SYSTEM
See the canonical definition of marketing strategy→