1. Competitor Analysis Matrix

The competitor analysis matrix is a simple and effective tool that can help companies compare their performance with those of their competitors in different dimensions, such as product, price, quality, service, channel, brand, innovation, etc. Through the competitor analysis matrix, enterprises can clearly see their own and competitors' strengths and weaknesses, as well as potential opportunities and threats. The competitor analysis matrix is produced:

-Determine the objectives and scope of the analysis, select the competitors and dimensions to be compared;

-Collect relevant data and information, such as market research, industry reports, competitors' public information, etc;

-Score yourself and your competitors on each dimension, with higher scores indicating better performance;

-Fill the scores into the matrix to form a table.

One example of the competitor analysis matrix is that Champu Consulting provided competitor research services to an automobile manufacturer that wanted to enter the Chinese market, but faced fierce competition from home and abroad. Through the competitor analysis matrix, Shangpu Consulting helped the automaker understand the performance of itself and its competitors in the Chinese market, and found that its advantages lie in product quality and innovation, and its disadvantages lie in price and channels, as well as the brand awareness that needs to be improved. Based on these analyses, Shangpu Consulting has formulated corresponding market entry strategies for the automaker, including: adopting high-end positioning, highlighting product quality and innovative advantages, and increasing product added value and profit margins; strengthening cooperation with local partners And the relationship with dealers, expand the coverage and depth of channels, improve the accessibility and visibility of products; increase brand promotion and promotion, and enhance brand awareness and reputation, shape the brand's image and personality.

2. Competitor Value Chain Analysis

Competitor value chain analysis is an in-depth tool that can help companies analyze the value creation process of competitors, such as research and development, production, sales, distribution, and after-sales. Through competitor value chain analysis, enterprises can understand the cost structure and profit sources of competitors, find out the value advantages and disadvantages of competitors, as well as potential improvement and innovation points. Competitor value chain analysis is produced:

-Determine the objectives and scope of the analysis, select the competitors and value chain activities to be analyzed;

-Collect relevant data and information, such as financial statements, industry standards, competitors' public information, etc;

-Analyze each value chain activity, calculate competitors' costs and revenues, and evaluate competitors' efficiency and effectiveness;

-Presenting the results of the analysis as a chart;

-Analyze the results of the chart to find out the value advantages and disadvantages of competitors, as well as potential improvements and innovations.

One example of a competitor value chain analysis is that Champs provides competitor research services for an e-commerce platform that wants to increase its market share and profitability, but faces strong competition from other e-commerce platforms. Through competitor value chain analysis, Shangpu Consulting helped the e-commerce platform understand the value creation process of itself and its competitors, and found that its strengths lie in R & D and sales, its weaknesses lie in production and distribution, and its after-sales needs to be improved. Based on these analyses, Shangpu Consulting has formulated corresponding competitive strategies for the e-commerce platform, including: increasing investment in research and development, improving the technology and functions of the platform, and increasing user experience and stickiness; optimizing the sales model and providing more Many discounts and activities increase the purchase and conversion of users; reduce production costs, improve production efficiency and quality, and reduce inventory and loss; cooperate or compete with logistics companies to improve the speed and service of distribution and reduce the cost of distribution; improve the after-sales process, improve the quality and satisfaction of after-sales, and increase the loyalty and reputation of users.

3. Competitor Core Competence Analysis

Competitor core competency analysis is a strategic tool that helps companies analyze the core competencies of their competitors, I .e., those that provide them with a sustainable competitive advantage and market position. Through the core competence analysis of competitors, enterprises can understand the strategic direction and objectives of competitors, find out the core competence and weaknesses of competitors, as well as potential threats and opportunities. Competitor core competency analysis is produced:

-Determine the objectives and scope of the analysis, select the competitors and core competencies to be analyzed;

-Collect relevant data and information, such as competitors' vision, mission, values, strategic planning, organizational structure, human resources, technical resources, etc;

-Analyze each core competence and evaluate whether the core competence of competitors has the following three characteristics: valuable to customers, difficult to imitate, and extensible;

-Presenting the results of the analysis as a chart;

-Analyze the results of the chart to find out the core capabilities and weaknesses of competitors, as well as potential threats and opportunities.

A case study of competitor core competency analysis is that Champu Consulting provided competitor research services to a hotel chain group that wanted to improve its brand image and market share, but faced fierce competition from other hotel chain groups. Through the analysis of the core competencies of competitors, Shangpu Consulting helped the hotel chain group understand the core competencies of itself and its competitors, and found that its advantages lie in services and channels, its disadvantages lie in brand and innovation, and the threats and opportunities of competitors that need to be paid attention. Based on these analyses, Shangpu Consulting has formulated corresponding brand strategies for the hotel chain group, including: improving service standards and quality, creating service characteristics and differentiation, and increasing customer satisfaction and loyalty; expanding the number of channels And types, using online and offline platforms and partners to increase the hotel's exposure and accessibility; strengthen brand construction and management, and unify the brand's vision and slogan, enhance the popularity and reputation of the brand, shape the personality and positioning of the brand, increase the investment and intensity of innovation, introduce new technology and equipment, enhance the comfort and intelligence of the hotel, and increase the attractiveness and competitiveness of the hotel.

Strategic Group Analysis of 4. Competitors

Competitor strategy group analysis is a classification tool that helps companies classify competitors into different groups based on their strategic characteristics, such as cost leadership, differentiation, and focus. Through the analysis of competitor strategy group, enterprises can understand the strategic choices and behaviors of competitors, discover the strategic advantages and disadvantages of competitors, and the potential competitive situation and changes. The competitor strategy group analysis is produced:

-Determine the objectives and scope of the analysis, select the competitors and strategic characteristics to be analyzed;

-Collect relevant data and information, such as competitors' products, prices, quality, services, channels, brands, innovations, etc;

-Evaluate each competitor to determine the type and extent of its strategic characteristics;

-Presentation of the results of the assessment as a chart;

-Analyze the results of the chart to find out the strategic advantages and disadvantages of competitors, as well as the potential competitive situation and changes.

One example of a competitor strategy group analysis is that Champu Consulting provided competitor research services to a mobile phone manufacturer that wanted to increase its market share and profit margins, but faced fierce competition from other mobile phone manufacturers. Through the analysis of the strategic group of competitors, Shangpu Consulting helped the mobile phone manufacturer understand the strategic characteristics of itself and its competitors, and found that its advantages lie in innovation and brand, its disadvantages lie in cost and channels, and the strategic advantages and changes of competitors that need to be paid attention. Based on these analyses, Shangpu Consulting has formulated corresponding competitive strategies for the mobile phone manufacturer, including: maintaining a leading position in innovation, continuously introducing new products and functions to meet the needs and expectations of users; strengthening brand building and maintenance, Enhance the influence and loyalty of the brand, increase the trust and recognition of users; reduce the level and influence of costs, and optimize the production process and efficiency, improve the cost performance and profit margin of products; expand the scope and depth of channels, and use online and offline platforms and partners to increase product sales and distribution.

5. Competitor Intelligence Analysis

Competitor intelligence analysis is a dynamic tool that helps companies collect, analyze and utilize competitor intelligence, I .e., information related to competitors' strategic intentions, action plans, market trends, performance changes, and so on. Through competitor intelligence analysis, companies can understand the current situation and future trends of competitors, discover opportunities and threats of competitors, and potential competitive reactions and impacts. Competitor intelligence analysis is produced:

-Determine the objectives and scope of the analysis, select the competitors to be analyzed and the type of intelligence;

-Collect relevant data and information, such as news reports, social media, industry conferences, patent applications, job advertisements, etc;

-Analysis of each piece of information to determine its veracity, importance, urgency and relevance;

-Presenting the results of the analysis as a chart;

-Analyze the results of the chart to find out the opportunities and threats of competitors, as well as potential competitive reactions and impacts.

One example of competitor intelligence analysis is that Shangpu Consulting provided competitor research services for a cosmetics brand that wanted to improve its market competitiveness and innovation capabilities, but faced fierce competition from other cosmetics brands. Through competitor intelligence analysis, Shangpu Consulting helped the cosmetics brand understand its own and competitors' intelligence, and discovered that its own opportunities lie in competitors' product recalls and negative evaluations, and threats lie in competitors' new product launches and market expansion, as well as the reactions and influences of competitors that need to be prepared. Based on these analyses, Shangpu Consulting has formulated corresponding competitive strategies for the cosmetics brand, including: using competitors' product recalls and negative evaluations to strengthen the safety and quality of their products, and improve user trust and satisfaction; Pay attention to competitors' new product releases and market expansion, analyze their product characteristics and advantages, and find their product defects and weaknesses, develop their own product differentiation and optimization; predict the reaction and impact of competitors, such as price wars, promotional activities, litigation disputes, etc., to develop their own countermeasures and preventive measures to maintain their market position and profit margins.

Conclusion

This paper introduces five commonly used competitor research tools, namely: competitor analysis matrix, competitor value chain analysis, competitor core competence analysis, competitor strategic group analysis and competitor intelligence analysis. These tools can help companies understand the situation and trends of competitors from different angles and levels, discover the strengths and weaknesses of competitors, as well as potential opportunities and threats, so as to formulate effective competitive strategies and enhance their competitiveness and market share. This paper also combines some of the competitor research cases provided by Champ Consulting to customers to show the application effect and value of these tools.