First, define the market being studied by the customer problem, customer group, geographic area, and sales channel. Then identify direct providers, functional alternatives, self-provision, and non-purchase as distinct forms of competition. A provider matrix can include legal status, region, product range, target segment, price including or excluding VAT, delivery time, sales channel, reviews, capacity indicators, and identifiable differences. Each entry should include its source and the date it was collected, because prices, offerings, and availability can change. Geostat provides data on active entities and industry revenue by economic activity, region, and business size. Extracts from the Georgian business register can verify the identity, legal form, address, and management or representation of individual companies. However, a registered address may not be the actual operating location, and registration proves neither a specific offering nor market share, capacity, or economic activity. The Georgian Competition and Consumer Agency publishes market observations for specific sectors, including, depending on the study, information on market definition, concentration, pricing, and market shares. These findings should not be generalized to other industries or areas. For public contracting authorities, the Unified Electronic Procurement System provides data on tender items, bidders, winners, and contract values. Online prices may differ from prices actually agreed, while platform reviews can be skewed by selection and usage patterns. Informal providers may not appear in registers, so conversations with retailers and suppliers, lawful test purchases, and observations at relevant locations can provide additional insights. Since there is no publicly accessible, comprehensive market-share database for every industry in Georgia, multiple sources should be cross-checked. A credible unique selling proposition only emerges from a difference that matters to customers, such as price, quality, delivery time, trust, language, location, payment method, or availability.
Competitive Analysis Before Starting a Business in Georgia
A competitive analysis in Georgia covers not only direct competitors, but also substitute offerings, customers’ own solutions, and the choice not to buy. Comparisons should be based on documented information about the target group, price, performance, availability, and sales channel.
Tip
A sound competitive analysis starts with a narrowly defined market and considers substitute solutions, self-provision, and non-purchase alongside direct providers. Registry, statistical, and platform data each show only part of the picture and should be cross-checked against current market observations. A viable unique selling proposition exists only when customers recognize the difference and consider it important to their purchasing decision.