Definition of 1. Competitor Analysis

Competitor analysis is a type of competitive intelligence activity that involves the collection, processing, analysis, and utilization of competitors' information to support business decisions and actions. The purpose of competitor analysis is to understand the characteristics, capabilities, behaviors and trends of competitors, as well as their impact and threats to the enterprise, so as to formulate suitable competitive strategies and countermeasures to improve competitive advantage and market share.

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

Content of 2. Competitor Analysis

Competitor analysis refers to the systematic collection, collation, analysis and evaluation of a variety of information about competitors to reveal their strategies, capabilities, strengths, weaknesses, trends and threats. The content of competitor analysis can be divided according to different objectives and levels, generally including the following aspects:

The basic information of competitors, including the name, nature, scale, geographical location, historical evolution, organizational structure, management team, shareholder structure, partners, social responsibility, etc. of competitors;

The competitor's strategy, including the competitor's vision, mission, objectives, values, strategic positioning, strategic choice, strategic implementation, strategic evaluation, etc;

Competitor capabilities, including competitors' resources, capabilities, core competencies, value chains, innovation capabilities, learning capabilities, and collaboration capabilities;

Competitor's business, including competitors' products or services, markets, customers, channels, prices, promotions, brands, quality, after-sales, word-of-mouth, etc;

The financial situation of the competitor, including the competitor's income, cost, profit, assets, liabilities, cash flow, investment, financial ratio, financial risk, etc;

Competitor dynamics, including changes, developments, trends, plans, forecasts, opportunities, threats, problems, challenges, crises, etc.

3. methods of competitor analysis

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

Competitor identification and positioning methods, mainly used to determine the scope and priority of competitors, commonly used methods are: competitor map, competitor matrix, competitor grouping, competitor ranking, etc;

Competitor assessment and comparison methods, mainly used to evaluate the strength and weakness of competitors, to identify competitive strengths and weaknesses, commonly used methods are: competitor files, competitor analysis table, competitor strengths and weaknesses analysis, competitor differences analysis, competitor comparison analysis, etc;

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

Competitor strategies and action methods, mainly used to develop and adjust competitive strategies and action plans, improve competitive efficiency and effectiveness, commonly used methods are: competitor countermeasure matrix, competitor attack and defense strategy, competitor game strategy, competitor alliance.

Steps to 4. competitor analysis

The step of competitor analysis refers to the specific process and operation of competitor analysis, which can help enterprises to complete all aspects of competitor analysis in an orderly manner and improve the quality and efficiency of competitor analysis. The steps of competitor analysis can be adjusted according to different situations and needs, and generally include the following steps:

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

Collect competitor information and data, I .e., use various channels and methods to obtain competitor information and data, such as public reports, websites, news, social media, patents, recruitment, surveys, interviews, observations, etc;

Processing and collating competitors' information and data, I .e. screening, classifying, summarizing, integrating, verifying and storing the collected competitors' information and data for analysis and utilization;

Analyze and evaluate competitors' information and data, I .e., use various methods and tools to conduct in-depth analysis and evaluation of competitors' information and data to reveal competitors' strategies, capabilities, strengths, weaknesses, trends and threats;

Formulate and implement competitors' strategies and actions, I .e., develop appropriate competitive strategies and action plans based on the results of competitor analysis, and implement and monitor them to improve competitive advantage and market share;

Feedback and improvement of the process and effectiveness of competitor analysis, I .e. regular feedback and evaluation of the process and effectiveness of competitor analysis, identification and resolution of problems and deficiencies, and continuous improvement and refinement of the methods and quality of competitor analysis.

Case for 5. competitor analysis

The case of competitor analysis refers to the process and effect of competitor analysis through concrete examples, which can help enterprises understand and learn the methods and techniques of competitor analysis more intuitively and concretely, as well as the significance and value of competitor analysis. There are many cases of competitor 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 competitor analysis. A competitor analysis was conducted for an auto parts manufacturer, helping the company understand the strategies, capabilities, strengths, weaknesses, movements and threats of its major competitors in the global market, as well as their impact and challenges on the company. Shangpu Consulting Co., Ltd. uses the methods of competitor map, competitor file, competitor advantage and disadvantage analysis, competitor difference analysis, competitor comparative analysis and so on to systematically collect, sort out, analyze and evaluate the information and data of competitors, and puts forward targeted competition 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 competitors such as Adidas, Puma, and Reebok. In order to maintain its leading position in the sports market, Nike has been conducting competitor analysis to understand and respond to competitors' strategies and actions. Nike uses competitor scenario analysis, competitor behavior tree, competitor game theory, competitor war exercises and other methods to predict and simulate the behavior and reaction of competitors in order to grasp competitive opportunities and risks. Based on the results of competitor 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 the analysis of competitors, Nike has successfully consolidated its advantages and position in the sports market and won the recognition and love of consumers.