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2024-07-18 16:04:39 Source: Champ Consulting Visits:0
Purpose of 1. Competitor Analysis
The main purpose of competitor analysis is to understand the market competition environment, formulate appropriate competitive strategies, and improve the competitiveness of enterprises. Specifically, the purpose of competitor analysis includes the following aspects:
Understand the strengths and weaknesses of competitors. By analyzing the advantages and disadvantages of competitors' products, services, brands, channels, prices, etc., we can understand the core competitiveness and weaknesses of competitors and provide reference for enterprises to formulate competitive strategies.
Analyze the competitive strategies of competitors. By analyzing the competitor's market positioning, product positioning, marketing strategy, channel strategy and other aspects of the competitive strategy, we can understand the strategic intentions and actions of competitors, and provide reference for enterprises to formulate competitive strategies.
Find the strategic weaknesses of competitors. By analyzing the competitor's market performance, product performance, service performance and other aspects of the data, we can find the strategic weaknesses of competitors, and provide reference for enterprises to formulate competitive strategies.
Analyze the consumer mind points occupied by competitors. By analyzing the status, image and cognition of competitors in the consumer's mind, we can understand the consumer's mind occupied by competitors and provide reference for enterprises to formulate brand strategy.
Look for differentiation possibilities. By analyzing the data of competitors' products, services, brands, channels, prices, etc., we can find the possibility of differentiation and provide reference for enterprises to formulate differentiated competitive strategies.
Find your own breakthrough point in the industry. By analyzing the competitor's market performance, product performance, service performance and other aspects of the data, you can find their own breakthrough in the industry, to provide reference for enterprises to formulate development strategies.
2. methods of competitor analysis
The method of competitor analysis can be classified according to the dimensions of information source, information type and information depth.
Classification by source of information: The sources of information for competitor analysis can be divided into internal 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 competitors 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.
According to the depth of information classification: the depth of information analyzed by competitors can be divided into surface information and deep information. Surface information mainly includes competitors' products, prices, channels, advertising and other aspects of information, deep information mainly includes competitors' strategic intentions, core competitiveness, cultural values and other aspects of information.
Steps to 3. competitor analysis
The steps of competitor analysis can be divided into the following areas:
Identify competitors: First, you need to identify competitors, including direct and indirect competitors.
Collect information: Collect information about competitors, including products, prices, channels, advertising, market share, sales, profit margins, etc.
Analytical information: Analyze the collected information to find out the strengths and weaknesses of competitors, competitive strategies, strategic weaknesses, and consumer mental points.
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 a company that produces electronic products. The main competitors of the company are well-known electronic products companies at home and abroad. Through the analysis of competitors, we find that the main competitors 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.
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| Research Module | research content | ||||||
|---|---|---|---|---|---|---|---|
| Market research | Industry status | market capacity | Product Application | channel mode | Supply chain | market competition | Market Consulting |
| Competitor Research | Enterprise background | Enterprise Finance | Sales Data | Market Strategy | Production Equipment | Supply Procurement | Technology R & D |
| warehousing logistics | channel construction | Human Resources | Enterprise Strategy | ||||
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| Market Entry Advisory | Macro Industry Research | competitive enterprise research | Downstream User Research | Channel Research | Due Diligence | Return on Investment | |
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| Credit Report | Basic information | Major Events | Production/Operation Network | enterprise scale | Operating strength | Financial strength | Legal risk |
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| Brand/Sales Proof | Market Share Proof | Market Share Proof | Proof of brand strength | Industry Proof | Specialized new proof | Proof of sales strength | Proof of technological leadership |
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