Definition of 1. Benchmarking Enterprise Analysis

Benchmarking enterprise analysis is a kind of competitive intelligence activity, which involves the collection, processing, analysis and utilization of the information of the benchmarking enterprise to support the decision-making and action of the enterprise. The purpose of benchmarking enterprise analysis is to understand the characteristics, capabilities, behaviors and trends of benchmarking enterprises, as well as their impact and threats to enterprises, so as to formulate their own competitive strategies and countermeasures to improve competitive advantage and market share.

The object of benchmarking enterprise analysis is the existing or potential competitors faced by the enterprise. They can be enterprises with the same industry, the same market, the same product or the same customer, or cross-industry, cross-market, cross-product or cross-customer Enterprises can even be various subjects that have a competitive impact on enterprises, such as the government, social organizations, consumers, suppliers, intermediaries, etc. The scope and depth of benchmarking enterprise analysis should be determined according to the actual situation and needs of the enterprise. Generally speaking, priority should be given to those benchmarking enterprises that pose a greater threat or opportunity to the enterprise. and those benchmarking enterprises with higher market share, growth rate, innovation ability, brand influence, cost advantage, channel advantage, customer loyalty and so on.

Content of 2. Benchmarking Enterprise Analysis

The content of benchmarking enterprise analysis refers to the systematic collection, collation, analysis and evaluation of all kinds of information of benchmarking enterprises in order to reveal the strategies, capabilities, strengths, weaknesses, trends and threats of benchmarking enterprises. The content of benchmarking enterprise analysis can be divided according to different objectives and levels, generally including the following aspects:

Basic information of the benchmarking enterprise, including the name, nature, scale, geographical location, historical evolution, organizational structure, management team, shareholder structure, partners, social responsibility, etc. of the benchmarking enterprise;

The strategic situation of the benchmarking enterprise, including the vision, mission, objectives, values, strategic positioning, strategic choice, strategic implementation and strategic evaluation of the benchmarking enterprise;

Capabilities of benchmarking enterprises, including resources, capabilities, core competitiveness, value chain, innovation ability, learning ability and synergy ability of benchmarking enterprises;

The business situation of the benchmarking enterprise, including the products or services, market, customers, channels, price, promotion, brand, quality, after-sales, reputation, etc. of the benchmarking enterprise;

The financial situation of the benchmarking enterprise, including the income, cost, profit, assets, liabilities, cash flow, investment, financial ratio and financial risk of the benchmarking enterprise;

The dynamic situation of benchmarking enterprises, including changes, development, trends, plans, forecasts, opportunities, threats, problems, challenges, crises, etc.

Methods of 3. Benchmarking Enterprise Analysis

The method of benchmarking enterprise analysis refers to the technology and tools for effectively processing, analyzing and evaluating the information of benchmarking enterprises, which can help enterprises to understand and compare benchmarking enterprises from different angles and dimensions in order to extract valuable competitive intelligence. The methods of benchmarking enterprise analysis can be classified according to different purposes and types, and generally include the following:

Benchmarking enterprise identification and positioning methods, mainly used to determine the scope and priority of benchmarking enterprises, commonly used methods are: benchmarking enterprise map, benchmarking enterprise matrix, benchmarking enterprise grouping, benchmarking enterprise ranking, etc;

Benchmarking enterprise evaluation and comparison methods, mainly used to evaluate the strength and weakness of benchmarking enterprises, to find competitive advantages and disadvantages, commonly used methods are: benchmarking enterprise files, benchmarking enterprise analysis table, benchmarking enterprise advantages and disadvantages analysis, benchmarking enterprise difference analysis, benchmarking enterprise comparative analysis, etc;

Benchmarking enterprise prediction and simulation methods, mainly used to predict the behavior and reaction of benchmarking enterprises, grasp competitive opportunities and risks, commonly used methods are: benchmarking enterprise scenario analysis, benchmarking enterprise behavior tree, benchmarking enterprise game theory, benchmarking enterprise war exercises, etc;

Benchmarking enterprise strategy and action method, mainly used to formulate and adjust competition strategy and action plan, improve competition efficiency and effect, commonly used methods are: benchmarking enterprise countermeasure matrix, benchmarking enterprise attack and defense strategy, benchmarking enterprise game strategy, benchmarking enterprise alliance.

Steps to 4. Benchmarking Enterprise Analysis

The steps of benchmarking enterprise analysis refer to the specific processes and operations of benchmarking enterprise analysis, which can help enterprises to complete all aspects of benchmarking enterprise analysis in an orderly manner and improve the quality and efficiency of benchmarking enterprise analysis. The steps of benchmarking enterprise analysis can be adjusted according to different situations and needs, and generally include the following steps:

Determine the objectives and scope of benchmarking enterprise analysis, I .e., identify the type, number, priority, time period, etc. of the benchmarking enterprise to be analyzed;

Collect information and data of benchmarking enterprises, that is, use various channels and methods to obtain relevant information and data of benchmarking enterprises, such as public reports, websites, news, social media, patents, recruitment, surveys, research, observation, etc;

Processing and sorting out the information and data of benchmarking enterprises, I .e. screening, classifying, summarizing, integrating, verifying and storing the collected information and data of benchmarking enterprises, so as to facilitate analysis and utilization;

To analyze and evaluate the information and data of benchmarking enterprises, I .e. to use various methods and tools to conduct in-depth analysis and evaluation of the information and data of benchmarking enterprises in order to reveal the strategies, capabilities, strengths, weaknesses, trends and threats of benchmarking enterprises;

Formulate and implement the strategies and actions of benchmarking enterprises, that is, according to the results of benchmarking enterprise analysis, formulate suitable competitive strategies and action plans, and implement and monitor them to improve competitive advantage and market share;

Feedback and improvement of the process and effect of benchmarking enterprise analysis, I .e. regular feedback and evaluation of the process and effect of benchmarking enterprise analysis, discovery and resolution of existing problems and deficiencies, and continuous improvement and improvement of the methods and quality of benchmarking enterprise analysis.

The case of 5. benchmarking enterprise analysis.

The case of benchmarking enterprise analysis refers to the process and effect of benchmarking enterprise analysis through concrete examples, which can help enterprises to understand and learn the methods and techniques of benchmarking enterprise analysis more intuitively and concretely, as well as the significance and value of benchmarking enterprise analysis. There are many cases of benchmarking enterprise analysis. Here are only a few examples for reference:

Champu Consulting is a company specializing in corporate strategy consulting, which provides clients with a number of services, including benchmarking corporate analysis. Shangpu Consulting once conducted a benchmarking analysis for an auto parts manufacturer, helping the company understand the strategies, capabilities, strengths, weaknesses, trends and threats of its major benchmarking companies in the global market, as well as its impact on the company. Impact and challenges. Shangpu Consulting Co., Ltd. uses the methods of benchmarking enterprise map, benchmarking enterprise file, benchmarking enterprise advantage and disadvantage analysis, benchmarking enterprise difference analysis, benchmarking enterprise comparative analysis, etc. to systematically collect, sort out, analyze and evaluate the information and data of benchmarking enterprises, and put forward targeted competitive strategies and action suggestions for the company, such as strengthening R & D innovation, improving quality management, expanding new markets, establishing brand image, optimizing supply chain collaboration. After adopting the advice of Shangpu Consulting, the company has successfully improved its competitiveness and market share, and won the trust and satisfaction of customers.

Nike is a well-known sports brand. It has a high reputation and influence in the global market, but it also faces fierce competition from benchmark companies such as Adidas, Puma, and Reebok. In order to maintain its leading position in the sports market, Nike has been conducting benchmarking analysis to understand and respond to the strategies and actions of benchmarking companies. Nike uses benchmarking enterprise scenario analysis, benchmarking enterprise behavior tree, benchmarking enterprise game theory, benchmarking enterprise war exercise and other methods to predict and simulate the behavior and reaction of benchmarking enterprises in order to grasp the competitive opportunities and risks. According to the results of benchmarking enterprise analysis, Nike has formulated corresponding competitive strategies and actions, such as increasing marketing investment, launching innovative products and services, cooperating with stars and groups, and expanding social responsibility. Through benchmarking enterprise analysis, Nike has successfully consolidated its advantages and position in the sports market and won the recognition and love of consumers.