After compiling a summary of current and potential competitors, 9 analytics tools are used to investigate competitors including discovering market share, existing partnerships and alliances, and performing a SWOT and PESTLE (Political, Economic, Social, Technological, Legal, and Environmental) analysis. This analysis is perfect if your expanding into an new area, you need to know how the market will react to a new campaign, or you want need to know what to expect in the market during economic turbulence.