A plot of relative rank vs. relative page view provides further insights. In all charts, the
subject site occupies the position (1,1). The four quadrants of the chart can be labeled in this
way. The companies that fall in quadrant I (see Figure 1a for labeling of quadrants) are labeled
“Niche-1” competitors since they have higher page view/visitor, but low traffic rank. Companies
in quadrant II are the strongest competitors since they have higher page views/visitor and high
traffic rank. Companies in quadrant III are the weakest competitors since they have low page
views/visitor and low traffic rank. Companies in quadrant IV are labeled “Niche-2” competitors
since they have higher traffic rank, but lower page views.
Prepare competitive landscape charts.
We prepare competitive landscape charts to map the complicated nature of
competition. On this chart, we highlight the flow of traffic as discussed in point # 4.
Specifically, we highlight direct/indirect competitors and direction of traffic flow (i.e., two-way,
from subject site, to subject site, tertiary).
Using this methodology, the case studied on the following companies have been
conducted— Amazon.com, nytimes.com and google.com. All data presented here was collected
during early May 2005.
Case Study # 1- Amazon.com
Amazon.com is, arguably, the pioneer of E-Commerce (Kotha, 1998). The company
started out as an online book retailer. However, since then, it has diversified into numerous
product categories, international markets and even offers selling services. According to the latest
financial reports of the company, 44.41% of its revenue comes from international markets and
73.71% of revenue comes from “media” (a category that includes the sales of books, CDs and