Manufacturers, suppliers & B2B distributors competitor analysis
Criteria, weights, features, KPIs and sources for analysing competitors of component manufacturers, packaging suppliers, industrial distributors, private-label makers, wholesalers.
B2B buyers compare suppliers on price per unit, quality consistency, lead time, minimum order quantities and reliability. Many competitors are invisible online, which makes trade directories, trade shows and your own lost-quote data critical.
This template scores the dimensions procurement teams use in vendor evaluation, so your analysis speaks their language.
What decides who wins
Score every competitor from 0 to 10 on these criteria. The weights are a starting point; adjust them to what your customers say matters.
| Criterion | Weight | What to look at |
|---|---|---|
| Price per unit | 20% | Landed cost at typical order volume |
| Quality & certifications | 20% | Defect rate, ISO/BIS/CE certifications |
| Lead time & reliability | 16% | On-time delivery, capacity |
| MOQ & flexibility | 10% | Minimum order, customisation |
| Product range | 12% | Catalogue breadth, one-stop sourcing |
| Service & credit terms | 12% | Credit period, account management |
| Market reach & visibility | 10% | Distribution, B2B marketplaces, exports |
Features and offers to compare
Mark each competitor yes, partly or no. Critical items missing from your offer are the first gaps to close.
- Custom manufacturing (Important)
- Low MOQ (Important)
- Credit terms (Important)
- ISO certification (Important)
- Samples available (Important)
- Export capability (Nice to have)
- Online catalogue / RFQ (Nice to have)
- Pan-country delivery (Nice to have)
- Private label (Nice to have)
- Sustainability certification (Nice to have)
Where to find your competitors
- B2B marketplaces (for example IndiaMART, TradeIndia, Alibaba, Thomasnet) filtered by product and region
- Trade show exhibitor lists
- Import/export data and customs directories
- Your lost quotes: which supplier won and at what price
Well-known players in related categories
Larger brands your customers may compare you with. Listed for research only; inclusion does not imply they compete with you.
- Logistics & courier (India): Delhivery, Blue Dart, Shiprocket, Ecom Express, Xpressbees, DTDC, India Post, Porter
KPIs to benchmark
- Quoted price per unit at 2 volume levels
- Lead time quoted versus delivered
- Certifications held
- B2B marketplace rating and response rate
- Export markets served
Five Forces snapshot
Typical pressure in this market. Your local situation may differ; rate it in the Five Forces tool.
| Force | Typical level |
|---|---|
| Competitive rivalry | High |
| Threat of new entrants | Low |
| Threat of substitutes | Low |
| Bargaining power of buyers | High |
| Bargaining power of suppliers | Medium |
Estimating market share
For this industry, revenue are usually the most practical public proxy for share. Use the same source for every business and read the result as a share of the businesses you track. See how to estimate market share and HHI.
Mistakes to avoid
- Comparing ex-works prices instead of landed cost
- Ignoring payment terms, which buyers value like a discount
- Relying on online visibility when most competitors sell offline