Definition and significance of competitor research

Competitor research refers to the systematic collection, analysis and evaluation of existing or potential competitors faced by an enterprise in order to obtain a variety of information about competitors, so as to provide the basis and guidance for the decision-making of the enterprise. The significance of competitor research is:

Help companies understand their relative position in the market, identify their strengths and weaknesses, and find out their own differentiation and core competitiveness;

Help enterprises to predict the trend and behavior of competitors, analyze the strategic intentions and objectives of competitors, and prevent and respond to the threats and challenges of competitors;

Help enterprises find opportunities and gaps in the market, learn from the success and failure of competitors, innovate and optimize their products and services;

Help enterprises to formulate reasonable pricing strategies, optimize their cost structure and profit level, and improve their market share and profitability;

Help companies to develop effective marketing strategies, select appropriate target markets and customer groups, and enhance their brand awareness and loyalty;

Help enterprises to develop long-term development plans, determine their own vision and mission, shape their own corporate culture and values.

Champ Consulting's competitor research methodology and process

Shangpu Consulting is a professional management consulting company that provides customers with a full range of consulting services, including strategic consulting, market consulting, organizational consulting, operations consulting, financial consulting, and human resources consulting. Competitor research is a core service of Shangpu Consulting. Shangpu Consulting has an experienced, professional and familiar competitor research team to provide customers with customized competitor research programs and reports.

When conducting competitor research, Champ Consulting follows the following methods and processes:

Determine the purpose and scope of competitor research, identify the main issues and concerns of competitor research according to customer needs and expectations, and select appropriate competitor samples and analysis frameworks;

Collect relevant information of competitors, use various channels and means, such as public information, network platform, industry report, expert interview, customer survey, on-site observation, etc., to obtain first-hand and second-hand information of competitors, and ensure the authenticity, effectiveness and timeliness of information;

Analyze the information of competitors, use various tools and models, such as SWOT analysis, Porter's five forces analysis, value chain analysis, core competitiveness analysis, strategic group analysis, etc., to classify, organize, compare and evaluate the information of competitors, and identify the characteristics, advantages, disadvantages, opportunities and threats of competitors;

Generate reports and recommendations on competitor research, and summarize the main findings and recommendations of competitors based on the results of the analysis.Conclusion, put forward valuable insights and suggestions for customers, and produce professional competitor research reports, including text, charts, data, etc., so that customers can understand and apply.

The content and dimensions of the competitor research of Champ Consulting.

When conducting competitor research, Shangpu Consulting selects the appropriate content and dimensions according to different industries and markets to gain a comprehensive and in-depth understanding of all aspects of competitors. In general, the content and dimensions of Champ Consulting's competitor research include the following:

Basic information of competitors, including the name, history, geographical location, scale, ownership, management, vision, mission, values, etc. of competitors to understand the background and characteristics of competitors;

Competitor's strategic objectives, including the competitor's long-term and short-term objectives, strategic direction, strategic focus, strategic measures, etc., in order to understand the intention and motivation of competitors;

Competitors' products and services, including the types, characteristics, quality, price, function, performance, innovation, differentiation, etc. of competitors' products and services, in order to understand the advantages and disadvantages of competitors' products and services;

Market share of competitors, including sales, sales volume, growth rate, market share, market ranking, etc. of competitors in the overall market and market segments to understand the market position and influence of competitors;

Competitors' marketing strategies, including competitors' target markets and customer groups, market positioning and segmentation, product pricing and promotion, channel distribution and logistics, brand building and communication, etc., to understand competitors' marketing methods and effects;

Competitor's organizational structure, including competitors' organizational form, department settings, staffing, assignment of responsibilities, decision-making processes, communication methods, etc., to understand competitors' organizational efficiency and flexibility;

Competitors' innovation capabilities, including competitors' R & D investment, R & D teams, R & D projects, R & D results, patent applications, technology transformation, etc., to understand competitors' innovation level and potential;

The core competitiveness of competitors, including the resource advantages, ability advantages, relationship advantages, cultural advantages, brand advantages, reputation advantages, etc., to understand the core advantages of competitors and difficult to imitate characteristics.

A Case Study of the Competitor Survey of Champ Consulting

In order to better demonstrate the content and dimensions of Shangpu Consulting's competitor research, and how Shangpu Consulting uses competitor research to provide valuable insights and suggestions to customers, this paper selects two specific cases for analysis, namely:

Case 1: Shangpu Consulting provides competitor research services for a leading domestic e-commerce platform to help it cope with the entry of international giants and the challenges of local competitors, and increase its market share and profitability. In this case, Champ Consulting focused on the following competitor dimensions: market share, products and services, marketing strategies, innovation capabilities, and core competencies. The findings and recommendations of Champ Consulting are as follows:

Market share: Champ Consulting found that the e-commerce platform has reached 30% in the domestic market, ranking first, but its share in the international market is only 5%, far lower than the 20% of the international giants. Shangpu Consulting suggests that the e-commerce platform should strengthen the development and expansion of the international market, make use of its experience and resources in the domestic market, provide products and services more suitable for international consumers, and improve its popularity and influence in the international market.

Products and services: Shangpu Consulting found that the products and services of the e-commerce platform are mainly concentrated in the fields of fast-consumer goods, clothing, and home furnishings, while there are fewer products and services in the fields of digital, automobiles, and tourism. Compared with local competitors, there is a lack of diversity and differentiation. Shangpu Consulting suggested that the e-commerce platform should expand the variety and scope of its products and services, increase its products and services in high-end and high-profit areas, improve the quality and value of its products and services, and increase its relationship with consumers. Interaction and communication, improve the satisfaction and loyalty of its products and services.

Marketing strategy: Shangpu Consulting found that the marketing strategy of the e-commerce platform mainly relies on online advertising and promotion, while ignoring offline channels and activities. Compared with international giants and local competitors, it lacks offline coverage. And influence. Shangpu Consulting suggests that the e-commerce platform should strengthen the investment and utilization of offline channels and activities, such as establishing offline experience stores, participating in offline exhibitions and activities, and establishing cooperative relations with offline partners, so as to improve its offline exposure and cognition, and increase its online and offline coordination and complementarity.

Innovation ability: Shangpu Consulting found that the innovation ability of the e-commerce platform is weak, its innovation in technology, mode, content and other aspects is less, compared with international giants and local competitors, lack of innovation drive and motivation. Shangpu Consulting suggests that the e-commerce platform should strengthen its attention and support for innovation, increase its investment and incentives in research and development, talents, funds, etc., encourage its innovation and attempts in technology, model, content, etc., and improve its The level and effect of innovation.

Core competitiveness: Shangpu Consulting found that the core competitiveness of the e-commerce platform is mainly reflected in its scale, resources, experience and reputation in the domestic market, while its core competitiveness in the international market is weak. Compared with international giants and local competitors, it lacks core advantages and characteristics. Champu Consulting suggests that the e-commerce platform should clarify its positioning and goals in the international market, and find out its core competitiveness in the international market, such as its professionalism in certain fields, its familiarity in certain regions, Its trust in certain groups, etc., highlight its differentiation and specialization with international giants and local competitors, and improve its competitiveness and attractiveness in the international market.

Case 2: Shangpu Consulting provides competitor research services for an internationally renowned automaker to help it cope with the rise of new energy vehicles and the decline of traditional vehicles, and enhance the innovation and competitiveness of its products. In this case, Champu Consulting focused on the following competitor dimensions: strategic goals, products and services, financial status, innovation capabilities and core competitiveness. The findings and recommendations of Champ Consulting are as follows:

Strategic goals: Champ Consulting found that the strategic goal of the automaker is to become the world's leading automaker, providing high quality, high-performance, and high-safety automotive products to meet the needs and expectations of different consumers. However, Shangpu Consulting also found that the automaker's strategic goals in the field of new energy vehicles are relatively vague and conservative, and compared with its competitors, it lacks a clear direction and plan.

Products and services: Champu Consulting found that the automaker's products and services are mainly based on traditional fuel vehicles, while there are fewer products and services in the field of new energy vehicles. Compared with its competitors, it lacks innovation and competitiveness. Shangpu Consulting suggests that the automaker should speed up the development and launch of its products and services in the field of new energy vehicles, improve its technical level and product quality in the field of new energy vehicles, meet consumers' demand and expectation for new energy vehicles, and increase its share and ranking in the new energy vehicle market.

Financial situation: Shangpu Consulting found that the automaker's financial situation is relatively stable, its revenue and profits have maintained steady growth, its ratio of assets to liabilities is also relatively reasonable, compared with its competitors, has a strong financial strength and anti-risk ability. Shangpu Consulting recommends that the automaker should continue to maintain its financial stability, rationally allocate its financial resources, optimize its financial structure, increase its investment and return in the field of new energy vehicles, and improve its financial efficiency and efficiency.

Innovation ability: Shangpu Consulting found that the innovation ability of the automobile manufacturer is relatively general, its innovation investment and achievements in the field of new energy vehicles are less, and compared with its competitors, it lacks the motivation and advantages of innovation. Shangpu Consulting suggested that the automaker should strengthen its attention and support for innovation, increase its innovation investment and incentives in the field of new energy vehicles, encourage its innovation and attempts in the field of new energy vehicles, and improve its innovation level and effect.

Core competitiveness: Shangpu Consulting found that the core competitiveness of the automaker is mainly reflected in its brand, quality, performance, safety, etc. in the field of traditional automobiles, while the core competitiveness in the field of new energy vehicles is weak. Compared with competitors, it lacks core advantages and characteristics. Shangpu Consulting suggested that the automaker should clarify its core competitiveness in the field of new energy vehicles, such as its technology, model, function, design, etc. in the field of new energy vehicles, and highlight its differentiation and characteristics with competitors. To improve its competitiveness and attractiveness in the field of new energy vehicles.