Sena builds a competitive analysis from what buyers in each market paid.
Most strategy teams already keep a view of who they compete with. Three things decide whether the map holds, and each break moves the position it argues for.
A landscape assembled from public statements records what each player says about itself. The buyer in that market recorded something else.
A single regional map blends twelve markets into one picture. The market where a rival broke through reads the same as the eleven where it held.
The list drawn at the start of the cycle decides every share figure above it. A private label taking real volume sits beyond the map that ignores it.
Sena is the decision AI with access to real-world data. It places each player on what buyers in that market paid, from the receipt in the basket to the capture taken in the outlet.
Sena reports what each player charges and where it sells, one market at a time, and dates every figure to the capture behind it.
Sena divides recorded category spend across the players holding it, for the market and the period the plan names.
Every placement opens to the outlet, the market, and the date it came from.
A landscape holds up on two things: who made the list and where the placements came from.
Sena places each player on the list from four collected inputs.
| Input | What it answers |
|---|---|
| Receipts | Which player a buyer in that market paid, and the amount that changed hands. |
| Store captures | What each player charges and stocks in a real outlet, with the market and date attached. |
| Geo-verified photos | Price, pack, and facing read off the image, so a placement carries its evidence. |
| Stated preference | Which player a buyer would switch to, and the point at which they move. |
The team's own numbers form a separate row. Board decks, planning models, point of sale, and exports connect through 250+ integrations, so the map sits beside the record the team already holds.
The competitive landscape starts with the boundary. Three settings decide what the map means, and each one changes it.
Three to five direct rivals plus the private label where it holds real volume. The list decides every share figure above it.
Sena fixes both on every report, which keeps two cycles comparable.
A player visible in every outlet and thin in the basket sits differently from one buyers seek out.
A competitive landscape framework holds the axes still while the players move across them. Sena runs the same three on every market.
A competitive landscape analysis example makes the boundary problem concrete. A team maps four rivals across six markets and reads a stable picture. Adding the private label moves the leader in two of the six, because the volume the map excluded sits with a player the list ignored.
The same purchases, a different answer, from one boundary change. Sena reports the map both ways, so the choice becomes visible.
Sena sets the map beside the stated preference for the same period, so the position under discussion carries a reason.
Real people share what they buy and prefer, under explicit consent. Sena captures it directly at the source, so every figure traces back to where it came from whenever a number comes under question.
Sena answers landscape questions from consumer data collected under explicit consent, then names the position to hold.
Sena maps the players across the markets a team names and reconciles each market line before reporting it. The markets that separate get called out, with the measure dividing them.
Sena places outlet presence beside recorded purchase for the same period, so wide coverage and real volume read as the separate things they are.
Every placement opens to the outlet, the market, and the date. Any figure in a board deck opens to the record it was read from.
Sena builds every placement on this page from real-world signals captured when the question needs it, from the player a buyer paid through to the dated capture a team opens when a rival claim reaches the board.
Records which player buyers in each market paid and what they paid, so the map rests on money that changed hands.
Reads price, pack and facing off images captured in real stores, counting what each player holds where the decision happens.
Signal arrives from the consumer network under explicit consent. Every placement comes from a person who agreed to share what they bought.
Brings board decks, planning models, point of sale, and exports in through 250+ integrations, so the map sits beside the plan.
Each placement carries the market, the date, and the capture forward, so a rival claim gets checked in the meeting it appears in.
Sena draws scattered player files, exports, and spreadsheets into one place, so a landscape answer reaches every record the team holds.
Four teams read the same player map, and each one needs a different cut of it before they can act.
Where the company plays. Needs each player placed per market before the plan commits.
The player map. Needs price, presence, and share on one line, dated.
The capital allocation. Needs the market where a rival broke through named on its own.
The direction. Needs the map in the room, open to its source.
The same three axes, read in whatever each category counts as a player.
Which player holds the shelf and the basket, outlet by outlet.
Which providers households already hold, market by market.
Where subscribers moved between operators and where the split held.
Which player a buyer would switch to, against the one they paid.
One mechanism, applied per market and per category. Each step is documented, which is what keeps the map defensible.
Real contributors share what they buy and pay under explicit consent in the markets named.
Sena reads the price, pack, and promotion off the captures and attributes each to the player and outlet it came from.
Each player reports on price, presence, and share of recorded spend, market by market.
Most landscapes rest on what each player published about itself. Sena rests on which player a buyer in that market paid.
| Capability area | Typical setup | Sena |
|---|---|---|
| Where placements come from | Public statements, filings, and web pages record the claim each player makes. | Which player buyers paid, plus what a capture found in the outlet. |
| The player list | Drawn once at the brief and carried through the cycle. | Reset when the question changes, then held for the run, with private label counted where the volume sits. |
| Auditing a placement | A methodology annex, with the records held by the provider. | Any placement opens to the outlet, the market, and the date. |
| Cadence | Refreshed on a project cycle, so the map ages inside the plan it informs. | Collection runs against the player list and the market under review. |
| Market granularity | One regional map, so the market that turned sits inside the average. | Each market mapped on its own, with the segment named. |
| Presence against purchase | One coverage figure carries both, so wide reach reads as volume. | Outlet presence and recorded purchase reported beside each other. |
| What comes back | A chart describing who competes. | Which position to take, in which market, and the reason behind it. |
Three situations where a market-level player map changes the decision on the table.
Read the claim against recorded category spend in each market named, then contest it where the purchase record disagrees.
Rank the markets by how much share moved inside the period, so the map points at the country carrying the risk.
Read whether the promotion moved recorded purchases or widened presence alone, then respond per market.
A player map settles who competes. The four decisions below are what a strategy team asks around it.
Every strategy decision Sena answers, in one place
The position that separates a brand
Tests the position on the people it targets, using stated preference beside recorded purchase.
Explore competitive positioning 02What the category is doing
Counts what buyers in the category paid, so the map sits inside a category read.
Explore market intelligence 03What the category is worth
Turns the same purchase record into a category value, with the segments inside it named.
Explore total addressable market 04The market ready first
Sequences candidate markets by how much of the map is already contested there.
Explore market entry strategyThe walkthrough maps the player list across the markets named and opens the capture behind every placement while the team watches.
Tell us the player list and the markets, and we will place each one on recorded purchase.