Purpose of 1. Benchmarking Enterprise Analysis

The main purpose of benchmarking enterprise analysis is to understand the market competition environment, formulate appropriate competition strategies, and improve the competitiveness of enterprises. Specifically, the purpose of benchmarking enterprise analysis includes the following aspects:

Understand the advantages and disadvantages of benchmarking enterprises. By analyzing the advantages and disadvantages of benchmarking enterprises in terms of products, services, brands, channels and prices, we can understand the core competitiveness and weaknesses of benchmarking enterprises and provide reference for enterprises to formulate competitive strategies.

Analyze the competitive strategies of benchmark enterprises. By analyzing the competitive strategies of benchmarking enterprises in terms of market positioning, product positioning, marketing strategy and channel strategy, we can understand the strategic intentions and actions of benchmarking enterprises and provide reference for enterprises to formulate competitive strategies.

Find the strategic weaknesses of the benchmarking firm. By analyzing the data of market performance, product performance and service performance of benchmarking enterprises, we can find the strategic weaknesses of benchmarking enterprises and provide reference for enterprises to formulate competitive strategies.

Analyze the consumer mindshare positions occupied by benchmark companies. By analyzing the status, image and cognition of benchmarking enterprises in the minds of consumers, we can understand the mental points of consumers occupied by benchmarking enterprises and provide reference for enterprises to formulate brand strategies.

Seek opportunities for differentiation. By analyzing the data of products, services, brands, channels and prices of benchmarking enterprises, we can find the possibility of differentiation and provide reference for enterprises to formulate differentiated competitive strategies.

Find your breakthrough point in the industry. By analyzing the market performance, product performance, service performance and other data of benchmarking enterprises, we can find our own breakthrough points in the industry and provide reference for enterprises to formulate development strategies.

Methods of 2. Benchmarking Enterprise Analysis

Methods for benchmarking company analysis can be categorized based on dimensions such as the source of information, the type of information, and the depth of analysis.

According to the classification of information sources: the information sources of benchmarking enterprise analysis can be divided into internal information and external information. Internal information mainly includes the enterprise's own data, reports, meeting minutes, etc., and external information mainly includes market research, industry reports, media reports, etc.

Classification by type of information: The types of information analyzed by benchmarking companies can be divided into quantitative information and qualitative information. Quantitative information mainly includes market share, sales, profit margin and other data, qualitative information mainly includes brand image, product characteristics, service quality and other aspects of the description.

Classification according to the depth of information: the depth of information analyzed by benchmarking enterprises can be divided into surface information and deep information. The surface information mainly includes the benchmarking enterprise's products, prices, channels, advertising and other aspects of information, the deep information mainly includes the benchmarking enterprise's strategic intent, core competitiveness, cultural values and other aspects of information.

Steps to 3. Benchmarking Enterprise Analysis

The steps of benchmarking enterprise analysis can be divided into the following areas:

Identify benchmarking enterprises: first of all, you need to identify benchmarking enterprises, including direct benchmarking enterprises and indirect benchmarking enterprises.

Collect information: Collect relevant information of benchmarking enterprises, including information on products, prices, channels, advertising, market share, sales, profit margins, etc.

Analytical information: analyze the collected information to find out the advantages and disadvantages of benchmarking enterprises, competitive strategies, strategic weaknesses, consumer mental points and other aspects of information.

Develop competitive strategies: Based on the results of the analysis, develop appropriate competitive strategies, including differentiated competitive strategies, cost leadership strategies, and focus strategies.

Implementation of competitive strategy: will develop a good competitive strategy into implementation, and constantly optimize and adjust to improve the competitiveness of enterprises.

The following is a specific case of a Champ Consulting Service client:

The client of Shangpu Consulting Service is an enterprise that produces electronic products. The main benchmark enterprise of the enterprise is a well-known electronic product enterprise at home and abroad. Through the analysis of benchmarking enterprises, we find that the main benchmarking enterprises of the enterprise have great advantages in product quality, brand image, channel construction and so on, while the enterprise has certain advantages in product innovation and cost control. Therefore, we suggest that the enterprise should strengthen product innovation, improve product quality, strengthen brand building, optimize channel construction, in order to improve the competitiveness of enterprises.