Definition and significance of 1. benchmarking enterprise analysis

Benchmarking enterprise analysis refers to the systematic investigation, collection, collation, analysis and evaluation of existing or potential benchmarking enterprises in their industries, so as to understand the basic situation, strategic objectives, core competitiveness, market performance, competitive strategy and other information of benchmarking enterprises, so as to provide basis and guidance for their own strategic decision-making.

The significance of benchmarking enterprise analysis is mainly reflected in the following aspects:

Help enterprises to recognize their own advantages and disadvantages, improve their competitiveness;

Help enterprises find the strategic intention and action of benchmarking enterprises, predict the future trend of benchmarking enterprises, and prevent competitive risks;

Help enterprises to find market opportunities and threats, grasp market changes, and seize market opportunities;

Help companies develop effective competitive strategies to achieve competitive advantage and increase market share and profitability.

2. the benchmarking enterprise analysis framework of Shangpu Consulting.

Shangpu Consulting is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. In providing benchmarking enterprise analysis services to clients, Champ Consulting uses the following framework:

The framework consists of the following five steps:

Determine the analysis objectives: clarify the purpose, scope, content, methods and standards of the analysis, and provide guidance for the implementation of the analysis;

Identify benchmarking enterprises: according to the definition of benchmarking enterprises, from the market, product, customer, geographical and other dimensions, select the benchmarking enterprises that have direct or indirect competitive relationship with the enterprise, and determine the object of analysis;

Collect and analyze information: collect relevant information of benchmarking enterprises from the aspects of enterprise profile, development history, competitive strategy, core competitiveness, enterprise culture, brand performance, product strategy, channel strategy, price strategy, promotion strategy, etc., and use quantitative and qualitative analysis methods to sort out, summarize, compare and evaluate the information;

Evaluate competitiveness: according to the analysis results, comprehensively evaluate the advantages and disadvantages of benchmarking enterprises, determine the competitiveness level of benchmarking enterprises, construct the competitiveness matrix, and show the relative position of benchmarking enterprises;

Formulate competitive strategies: According to the competitiveness assessment, combined with the enterprise's own situation, formulate competitive strategies for different benchmark enterprises, including offensive strategies, defensive strategies, cooperation strategies, etc., to provide suggestions and solutions for the strategic decision-making of enterprises.

3. Shangpu Consulting's Benchmarking Enterprise Analysis Process

Champ Consulting follows the following process when providing benchmarking enterprise analysis services to customers:

The process mainly includes the following six stages:

Start-up phase: communicate with customers, understand their needs and expectations, sign contracts, determine the scope, objectives, content, methods, standards, time, cost, etc. of the project;

Planning stage: develop the work plan of the project, allocate the resources of the project, determine the quality control and risk management mechanism of the project, and confirm the plan with the customer;

Implementation phase: according to the plan, implement the various steps of benchmarking enterprise analysis, collect and analyze information, evaluate competitiveness, formulate competitive strategies, form preliminary analysis reports, communicate with customers and obtain feedback;

Control phase: monitor the progress, cost, quality and risk of the project, adjust the plan in time, solve the problem, and ensure the smooth completion of the project;

End stage: complete the final analysis report, submit it to the customer, summarize and evaluate the project, collect the customer's opinions and suggestions, improve the project documents and files, and end the project contract;

Follow-up stage: according to the needs of customers, provide follow-up consultation and support, maintain customer relations, and seek further cooperation opportunities.

4. Shangpu Consulting's Benchmarking Enterprise Analysis Case

In order to demonstrate the implementation effect and value of the benchmark enterprise analysis service of Shangpu Consulting, this paper selects the case of the benchmark enterprise analysis project provided by Shangpu Consulting for an e-commerce platform in 2020.

The e-commerce platform is a company focusing on providing cross-border e-commerce solutions for small and medium-sized enterprises. Its main business includes e-commerce platform construction, e-commerce operation, e-commerce training, e-commerce consulting, etc. The company plans to raise a Series B financing in early 2020, which requires an in-depth analysis of its industry and competitive environment to improve its financing success rate and valuation level. The company commissioned Shangpu Consulting to provide benchmarking enterprise analysis services to help it understand the situation and strategies of its main benchmarking enterprises, as well as its own competitive advantages and disadvantages. According to its benchmarking enterprise analysis framework and process, Shangpu Consulting completed a benchmarking enterprise analysis project for the company. The main results and values include:

Identified the company's six main benchmark enterprises, namely A, B, C, D, E and F, analyzed their basic situation, strategic objectives, core competitiveness, market performance, competitive strategy and other aspects of information, formed a detailed benchmark enterprise file;

Evaluated the competitiveness level of the company and its benchmark enterprises, constructed the competitiveness matrix, showed the relative position of the company and its benchmark enterprises, found the advantages and disadvantages of the company, as well as the threats and opportunities of the benchmark enterprises;

Formulated competitive strategies for different benchmarking enterprises, including offensive strategies, defensive strategies, cooperative strategies, etc., and provided suggestions and solutions for the company's strategic decisions to help the company improve its competitive advantage, market share and profitability;

The high-quality analysis report was completed, which provided strong support for the company's financing, improved the company's valuation level and increased the company's financing success rate.

The case of this project demonstrates the professionalism, systematicness, effectiveness and value of Shangpu Consulting's benchmarking enterprise analysis services, and reflects the advantages and strength of Shangpu Consulting in providing customers with research and investment and financing consulting.

5. Conclusion

Benchmarking enterprise analysis is an important link in the strategic decision-making of enterprises, which can help enterprises understand their own advantages and disadvantages, find the strategic intentions and actions of benchmarking enterprises, look for market opportunities and threats, and formulate effective competitive strategies. Shangpu Consulting is a renowned independent third-party industry research and investment consulting firm in China, dedicated to providing professional solutions to support corporate strategic decision-making. When providing benchmarking enterprise analysis services to customers, Shangpu Consulting adopts a set of perfect framework and process, combined with specific cases, to show the implementation effect and value of benchmarking enterprise analysis. The benchmarking enterprise analysis service of Shangpu Consulting provides strong support for the strategic decision-making of enterprises and creates more possibilities for the development and success of enterprises.