Competitor analysis is never ‘complete’ – it is a process that should be revisited regularly. Various aspects of competitor analysis warrant different frequencies. Perhaps the most regular of these is price comparison, as this is the most tangible and easily identifiable difference between offerings for the consumer. This becomes all the more important if you’re in a market that offers deals and promotions regularly. In the ever-accelerating age of the internet, your marketing should also be the subject of regular competitor analysis and review. Broader overviews of the market are great for generating ongoing insights, and also for benchmarking performance against a competitor set. These don’t require attention as often as the marketing and sales analysis, but should be conducted at a frequency that ties in with your KPIs and business objectives.