Purpose and significance of 1. competitor research

Competitor research refers to the process of systematic collection, collation, analysis and evaluation of existing or potential competitors in the market environment of an enterprise, aiming at understanding the basic situation, competitive advantage, competitive strategy, competitive trend, competitive reaction, etc. of competitors, so as to provide basis and guidance for enterprises to formulate or adjust their own strategies and actions.

The purpose and significance of competitor research are as follows:

Help enterprises to identify and monitor the competitive situation and competitive trends in the market, discover competitive opportunities and threats in a timely manner, and grasp the pulse of market changes.

Help enterprises to understand the strength and weakness of competitors, find out their own advantages and disadvantages, clear competitive positioning and differentiation.

Help enterprises predict the strategic intentions and action plans of competitors, formulate effective competitive response and defense measures, and enhance competitive advantages and the ability to resist risks.

Help enterprises learn from the successful experience and innovative practices of competitors, enhance their competitiveness and market performance, and achieve sustainable development and beyond.

Logic and thinking of 2. competitor research

Competitor research is a complex and systematic project, which needs to follow certain logic and ideas to ensure the effectiveness and scientificity of the research. Champ Consulting generally uses the following four steps in competitor research:

Define the scope of competitors. This step is the basis of competitor research, according to the needs and objectives of customers, as well as the actual situation of the market, to determine the type, number and level of competitors need to be investigated, to avoid the scope is too large or too small, resulting in the efficiency and effectiveness of the research is affected. Champs Consulting generally uses Porter's Five Forces model, strategic group analysis, market share analysis and other tools to help clients select the most representative and threatening competitors as the focus of research.

Collect and analyze competitor information. This step is the core of competitor research. It needs to collect all kinds of information of competitors from multiple channels and angles, including basic information, financial status, market performance, product strategy, price strategy, channel strategy, promotion strategy, organizational structure, corporate culture, innovation ability, etc., and then use SWOT analysis, value chain analysis, core competitiveness analysis and other tools, integrate, summarize, compare and evaluate competitors' information to reveal the characteristics and patterns of competitors.

Assess competitors' strengths and weaknesses and strategic intentions. This step is the key to competitor research. On the basis of the previous step, we need to further analyze the strengths and weaknesses of competitors, find out the strengths and weaknesses of competitors, as well as the strategic intention and action direction of competitors, predict the future development trend and possible measures of competitors, and provide reference and basis for customers to formulate competitive strategies. Champu Consulting generally uses VRIO analysis, strategic map analysis, competitive situation analysis and other tools to help customers understand the strategic logic and competitive dynamics of competitors.

Provide competitive strategy recommendations. This step is the purpose of competitor research. It is necessary to provide customers with targeted competitive strategy suggestions based on the previous analysis results, including how to use their own advantages and competitors' disadvantages, how to deal with competitors' advantages and threats, and how to find And create opportunities and space for competition, how to achieve competitive differentiation and leadership, etc., to help customers improve their competitiveness and market position. Champ Consulting generally uses tools such as the Porter Competitive Strategy Model, Blue Ocean Strategy Model, and STP Model to help clients develop appropriate competitive strategies.

Case presentation of 3. competitor research

Champu Consulting has rich experience and cases of competitor research in different industries and fields. The following is a brief introduction of some cases:

A well-known home appliance brand competitor research. The brand is a leading domestic appliance manufacturer. Its main products include air conditioners, refrigerators, washing machines, etc., facing fierce competition from home and abroad. Shangpu Consulting conducted a competitor survey for the brand. The main research objects include Midea, Gree, Haier, Siemens, Samsung and other brands. The main research contents include the competitor's market share, product line, price strategy, channel layout, brand image, innovation ability and so on. Through comparative analysis, it provides the brand with the competitor's advantages and disadvantages and strategic intention, and how to enhance their own product innovation, price competition, channel expansion, brand building and other aspects of the competitive strategy.

A well-known fast-discounter brand competitor research. The brand is a leading domestic fast consumer goods manufacturer, the main products include shampoo, shower gel, toothpaste, etc., facing fierce competition from home and abroad. Shangpu Consulting conducted a competitor survey for the brand. The main research objects include Rejoice, Dove, Colgate and other brands. The main research contents include the competitor's market share, product line, price strategy, channel layout, brand image, innovation ability and so on. Through comparative analysis, it provides the brand with the competitor's advantages and disadvantages and strategic intention, and how to enhance their own product innovation, price competition, channel expansion, brand building and other aspects of the competitive strategy.

A well-known Internet brand competitor research. The brand is a leading domestic Internet platform, the main business includes search engines, social networks, e-commerce, etc., facing fierce competition from home and abroad. Shangpu Consulting conducted competitor research for the brand. The main research objects include Baidu, WeChat, Taobao and other brands. The main research contents include competitors' market share, product line, business model, user experience, technological innovation, partners, etc. Through comparative analysis, it provides the brand with competitors' advantages and disadvantages and strategic intentions, and how to improve their product innovation, user stickiness, business realization, technology leadership and other aspects of the competitive strategy.

Conclusion

Competitor research is one of the core services of Shangpu Consulting, and it is also an important basis for corporate strategic decision-making. In the competitor research, Shangpu Consulting follows a set of scientific logic and ideas to provide customers with comprehensive, in-depth and accurate competitor information and analysis, as well as targeted competitive strategy recommendations to help customers gain advantages and success in the fierce market competition.