The concept and role of competitor analysis

Competitor analysis is a strategic management tool designed to help companies understand their strengths and weaknesses in the market, as well as the strategic intentions, capabilities and behaviors of competitors. Through competitor analysis, companies can identify their core competencies, find their potential threats and opportunities, develop effective competitive strategies, and improve their market position and profitability.

Content and methodology of competitor analysis

The content of competitor analysis mainly includes the following aspects:

Competitor identification and classification. Companies need to identify their direct and indirect competitors, as well as their size, market share, products and services, cost structure, financial position, strategic objectives, competitive advantage and other information.

Strategic analysis of competitors. Enterprises need to analyze the strategic choices and actions of competitors, including their market positioning, target market, growth strategy, innovation strategy, cooperation strategy, competitive means, etc., as well as their strategic logic, motivation and assumptions.

Competence analysis of competitors. Enterprises need to evaluate the resources and capabilities of competitors, including their human resources, technical resources, financial resources, brand resources, channel resources, customer resources, etc., as well as their core capabilities, competitive advantages and disadvantages.

Competitor behavior analysis. Enterprises need to observe and predict the behavior patterns and reactions of competitors, including their market entry and exit, product and service introduction and improvement, price and promotion changes, advertising and publicity input and content, cooperation and acquisition trends and results, as well as the impact and consequences of their behavior.

There are several main methods of competitor analysis:

Desktop research. Use publicly available sources of information, such as industry reports, financial statements, news media, patent databases, government documents, etc., to collect and organize data and information about competitors.

Field investigation. By visiting competitors' factories, stores, exhibitions, etc., or buying and using competitors' products and services, we can directly observe and experience the actual situation and level of competitors.

Questionnaire survey. Obtain first-hand and second-hand information about competitors by issuing or sending questionnaires to competitors' employees, customers, suppliers, partners, etc., or by telephone, internet, email, etc.

Industry research talents: this kind of talents are the core competitiveness of Shangpu consulting company. They are responsible for providing customers with in-depth industry analysis and strategic advice, involving many industries and fields, such as Internet, finance, medical care, education, energy, consumption, etc. By analyzing the industry coverage and professional level of competitors, the company determines the quantity and quality of industry research talents it needs, as well as the channels and standards of recruitment. When recruiting, the company pays attention to the candidate's industry knowledge, analytical ability, communication ability and innovation ability, as well as the candidate's educational background, work experience and language ability. The company has attracted the attention and application of a large number of industry research talents by publishing recruitment information on campus, social media, professional websites, industry associations and other platforms.

Market research talents: These talents are an important support for Shangpu Consulting. They are responsible for providing customers with comprehensive market research and data analysis, involving multiple markets and segments, such as user demand, consumer behavior, competitive landscape, and market Scale, market trends, etc. By analyzing the market research capabilities and data quality of competitors, the company determines the number and level of market research talent it needs, as well as the ways and methods of recruitment. When recruiting, the company focuses on the candidate's data collection, processing, analysis and presentation capabilities, as well as the candidate's logical thinking, project management and customer service capabilities. The company has attracted a large number of market research talents to join and recommend through cooperation with the National Bureau of Statistics, industry associations, and third-party data institutions.

Investment and financing consulting talents: This type of talents is an important growth point for Shangpu Consulting. They are responsible for providing clients with professional investment and financing consulting and program design, involving multiple fields and links, such as equity financing, debt financing, mergers and acquisitions, and assets. Securitization, risk assessment, etc. By analyzing the investment and financing consulting business and success stories of competitors, the company determined the number and quality of investment and financing consulting talents it needed, as well as the sources and methods of recruitment. When recruiting, the company focuses on the candidate's financial knowledge, financial tools, market insight and program design capabilities, as well as the candidate's business sensitivity, negotiation skills and risk awareness. By establishing cooperative relations with investment institutions, financial institutions and listed companies, the company has attracted the favor and trust of many investment and financing consulting talents.

IPO listing consulting talent: This type of talent is an important advantage of Shangpu Consulting, they are responsible for providing clients with professional IPO listing consulting and counseling, involving a number of markets and processes, such as A- shares, H-shares, NASDAQ, Hong Kong stock exchange, science and technology board, etc. By analyzing the IPO consulting performance and reputation of competitors, the company determined the number and ability of IPO consulting talents it needed, as well as the channels and means of recruitment. When recruiting, the company pays attention to the candidates' legal knowledge, accounting knowledge, audit knowledge and listing rules, as well as the candidates' communication and coordination, project execution and risk control capabilities. The company has attracted a large number of IPO listing consulting talents to join and support through the establishment of good cooperative relations with the Securities Regulatory Commission, exchanges, securities firms, accounting firms, etc.