Purpose of 1. Competitor Research

The purpose of competitor research is to help companies make the right decisions and improve their competitiveness in a competitive environment. Specifically, competitor research can achieve the following objectives:

Identify competitors: through the analysis of the market and industry, identify the competitors who have direct or indirect competition with the enterprise, as well as potential entrants and substitutes.

Analysis of competitors: Through in-depth research on the background, resources, capabilities, strategies, objectives, strengths, weaknesses, performance, dynamics, etc. of competitors, reveal the characteristics and laws of competitors.

Predict competitors: through the comprehensive judgment of the history, current situation and trend of competitors, speculate on the future behavior and changes of competitors, as well as the impact on the enterprise.

Dealing with competitors: According to the analysis and prediction of competitors, formulate corresponding competitive strategies, including attack, defense, cooperation, avoidance, etc., and corresponding action plans to achieve the competitive advantage and goals of the enterprise.

2. Competitor Survey

Competitor research is conducted on other firms that compete with the firm and can be divided into the following categories:

Direct competitors: refers to enterprises that provide the same or similar products or services in the same market or market segment. For example, Apple and Samsung are direct competitors in the smartphone market.

Potential competitors: refers to enterprises that have the ability and willingness to enter the market or market segment in which the enterprise is located and provide the same or similar products or services. The competition between them and the enterprise has not yet formed, but it may occur. For example, Amazon and Wal-Mart are potential competitors in the e-commerce and retail markets.

Alternative competitors: Companies that provide different products or services that meet the same or similar needs, not for a specific market or market segment, but for the entire industry or field. For example, movie theaters and video sites are alternative competitors in the entertainment market.

Content of 3. competitor research

The content of competitor research refers to all kinds of information about competitors, which can be divided into the following categories:

Basic information: refers to information about a competitor's name, location, size, history, organizational structure, shareholding structure, management, culture, vision, mission, etc., which can reflect the identity and characteristics of the competitor.

Resource information: refers to the competitor's financial, human, material, technology, brand, channel, supply chain, partners and other aspects of information, they can reflect the strength and advantages of competitors.

Capability information: refers to the competitor's research and development, production, sales, service, innovation, marketing, operations, risk management and other aspects of information, they can reflect the efficiency and effectiveness of competitors.

Strategic information: refers to the competitor's objectives, strategies, tactics, policies, measures, projects, activities and other aspects of information, they can reflect the intentions and actions of competitors.

Performance information: refers to the competitor's market share, sales, profit margin, cost structure, customer satisfaction, employee satisfaction, brand awareness, product quality, service level and other aspects of information, they can reflect the achievements and disadvantages of competitors.

Dynamic information: refers to information about changes, trends, opportunities, threats, problems, challenges, risks, etc. of competitors, which can reflect the future and impact of competitors.

Methods of 4. competitor research

The methods of competitor research refer to the tools and techniques for collecting, analyzing, and presenting competitor information, which can be divided into the following categories:

Collection method: refers to the method of obtaining competitor information from various sources, including public sources (such as official websites, reports, news, social media, etc.), private sources (such as insiders, customers, suppliers, partners, etc.), indirect sources (such as industry associations, government agencies, professional organizations, third-party consulting, etc.).

Analysis method: refers to the method of processing, sorting, summarizing, reasoning and evaluating competitor information, including qualitative analysis (such as SWOT analysis, Porter's five forces analysis, value chain analysis, etc.), quantitative analysis (such as financial analysis, market analysis, cost analysis, etc.), comprehensive analysis (such as competition map, competition matrix, competition radar, etc.).

Presentation method: refers to the method of presenting competitor information to decision makers in a clear, concise and powerful way, including text reports, graphic reports, presentation reports, oral reports, etc.

Steps to 5. competitor research

The steps of competitor research refer to the process of completing competitor research according to a certain logic and sequence, which can be divided into the following steps:

Determine research objectives: clarify the specific purpose, scope, requirements and duration of the competitor's research, as well as the main issues and assumptions of the research.

Select research objects: according to the research objectives and market segmentation, select the most important and relevant competitors, and determine the object and quantity of research.

Collect research information: According to the research object and content, adopt appropriate collection methods, obtain as much and accurate competitor information as possible from various sources, pay attention to distinguish between facts and opinions, and one-time and continuous information.

Analysis of research information: according to the research problems and assumptions, the use of appropriate analysis methods, the competitor information processing, sorting, induction, reasoning, evaluation, the formation of valuable research.Conclusionand insights, taking care to distinguish between important and minor, and certain and uncertain information.

Presentation of research results: Use appropriate presentation methods to present competitor information and analysis to decision makers in a clear, concise, and powerful manner based on research objectives and audiences, with attention to highlighting key points and recommendations, and providing evidence and source information.

Application of research results: According to the research results and recommendations, formulate corresponding competition strategies and action plans, implement and monitor competitors' response measures, evaluate and feedback competitors' response effects, and continuously adjust and improve competitors' response plans.

6. Competitor Research Cases

In order to better explain the logic and thinking of competitor research, this article will combine the specific cases of Shangpu consulting service customers to show the practical application and value of competitor research.

Case 1: A competitor survey of an automaker.

A certain automobile manufacturer is an enterprise focusing on the high-end automobile market. It is facing fierce competition from international brands such as Audi, BMW and Mercedes-Benz, as well as the impact of new energy automobile brands such as Tesla and Weilai. The company hopes to develop an effective competitive strategy by investigating competitors, understanding their relative strengths and weaknesses in the market, discovering their strategic intentions and actions, and predicting their future movements.

The company commissioned Shangpu Consulting to conduct a competitor survey, and Shangpu Consulting conducted the survey according to the following steps:

Determine the research target: the purpose of the research is to help the enterprise improve its competitiveness in the high-end automobile market. The scope of the research is the global high-end automobile market. The requirement of the research is to provide valuable competitor information and analysis. The research period is three months. The main problem of the research is what are the competitive advantages and disadvantages of the enterprise in the high-end automobile market, and what are the strategic intentions and actions of competitors, what is the future trend and influence of the competitor? The main assumption of the research is that the competitive advantage of the enterprise is brand image and product quality, the competitive disadvantage is innovation ability and market penetration, the strategic intention of the competitor is to expand market share and improve brand awareness, the action of the competitor is to launch new products and open up new markets, and the future trend of the competitor is to strengthen the R & D and production of new energy vehicles, the impact of competitors is to increase market competition and diversification of customer needs.

Select research objects: according to the research objectives and market segmentation, select the most important and relevant competitors, and determine the object and quantity of research. After analysis, Champ Consulting selected the following six competitors as the research object: Audi, BMW, Mercedes-Benz, Tesla, Weilai, Lincoln.

Collect research information: According to the research object and content, adopt appropriate collection methods, obtain as much and accurate competitor information as possible from various sources, pay attention to distinguish between facts and opinions, and one-time and continuous information. Champ Consulting uses the following collection methods: public sources (such as official websites, reports, news, social media, etc.), private sources (such as insiders, customers, suppliers, partners, etc.), and indirect sources (such as industry associations, government agencies, professional organizations, third-party consulting, etc.). Champ Consulting collects the following types of competitor information: basic information, resource information, capability information, strategic information, performance information, and dynamic information.

Analysis of research information: according to the research problems and assumptions, the use of appropriate analysis methods, the competitor information processing, sorting, induction, reasoning, evaluation, the formation of valuable research.Conclusionand insights, taking care to distinguish between important and minor, and certain and uncertain information. Champ Consulting uses the following analytical methods: qualitative analysis (e. g. SWOT analysis, Porter five-force analysis, value chain analysis, etc.), quantitative analysis (e. g. financial analysis, market analysis, cost analysis, etc.), and comprehensive analysis (e. g. competitive map, competitive matrix, competitive radar, etc.). Champ Consulting analyzes the following types of competitor information: the characteristics and patterns of competitors, the strengths and weaknesses of competitors, the intentions and actions of competitors, and the future and impact of competitors.

Presentation of research results: Use appropriate presentation methods to present competitor information and analysis to decision makers in a clear, concise, and powerful manner based on research objectives and audiences, with attention to highlighting key points and recommendations, and providing evidence and source information. Champ Consulting uses the following presentation methods: text reports, graphic reports, presentation reports, and oral reports.

6. Competitor Research Cases

In order to better explain the logic and thinking of competitor research, this article will combine the specific cases of Shangpu consulting service customers to show the practical application and value of competitor research.

Case 1: A competitor survey of an automaker.

A certain automobile manufacturer is an enterprise focusing on the high-end automobile market. It is facing fierce competition from international brands such as Audi, BMW and Mercedes-Benz, as well as the impact of new energy automobile brands such as Tesla and Weilai. The company hopes to develop an effective competitive strategy by investigating competitors, understanding their relative strengths and weaknesses in the market, discovering their strategic intentions and actions, and predicting their future movements.

The company commissioned Shangpu Consulting to conduct a competitor survey, and Shangpu Consulting conducted the survey according to the following steps:

Determine the research target: the purpose of the research is to help the enterprise improve its competitiveness in the high-end automobile market. The scope of the research is the global high-end automobile market. The requirement of the research is to provide valuable competitor information and analysis. The research period is three months. The main problem of the research is what are the competitive advantages and disadvantages of the enterprise in the high-end automobile market, and what are the strategic intentions and actions of competitors, what is the future trend and influence of the competitor? The main assumption of the research is that the competitive advantage of the enterprise is brand image and product quality, the competitive disadvantage is innovation ability and market penetration, the strategic intention of the competitor is to expand market share and improve brand awareness, the action of the competitor is to launch new products and open up new markets, and the future trend of the competitor is to strengthen the R & D and production of new energy vehicles, the impact of competitors is to increase market competition and diversification of customer needs.

Select research objects: according to the research objectives and market segmentation, select the most important and relevant competitors, and determine the object and quantity of research. After analysis, Champ Consulting selected the following six competitors as the research object: Audi, BMW, Mercedes-Benz, Tesla, Weilai, Lincoln.

Collect research information: According to the research object and content, adopt appropriate collection methods, obtain as much and accurate competitor information as possible from various sources, pay attention to distinguish between facts and opinions, and one-time and continuous information. Champ Consulting uses the following collection methods: public sources (such as official websites, reports, news, social media, etc.), private sources (such as insiders, customers, suppliers, partners, etc.), and indirect sources (such as industry associations, government agencies, professional organizations, third-party consulting, etc.). Champ Consulting collects the following types of competitor information: basic information, resource information, capability information, strategic information, performance information, and dynamic information.

Analysis of research information: according to the research problems and assumptions, the use of appropriate analysis methods, the competitor information processing, sorting, induction, reasoning, evaluation, the formation of valuable research.Conclusionand insights, taking care to distinguish between important and minor, and certain and uncertain information. Champ Consulting uses the following analytical methods: qualitative analysis (e. g. SWOT analysis, Porter five-force analysis, value chain analysis, etc.), quantitative analysis (e. g. financial analysis, market analysis, cost analysis, etc.), and comprehensive analysis (e. g. competitive map, competitive matrix, competitive radar, etc.). Champ Consulting analyzes the following types of competitor information: the characteristics and patterns of competitors, the strengths and weaknesses of competitors, the intentions and actions of competitors, and the future and impact of competitors.

Presentation of research results: Use appropriate presentation methods to present competitor information and analysis to decision makers in a clear, concise, and powerful manner based on research objectives and audiences, with attention to highlighting key points and recommendations, and providing evidence and source information. Champ Consulting uses the following presentation methods: text reports, graphic reports, presentation reports, and oral reports. Champ Consulting presents the following types of competitor information: competitor profiles, competitor comparisons, competitor predictions, and competitor responses.

Application of research results: According to the research results and recommendations, formulate corresponding competition strategies and action plans, implement and monitor competitors' response measures, evaluate and feedback competitors' response effects, and continuously adjust and improve competitors' response plans.

Champ Consulting's competitor research provides value to the business in the following areas:

Help the company clearly understand its competitive position and advantages and disadvantages in the high-end automobile market, and improve its self-confidence and vigilance.

It helps the enterprise to deeply understand the strategic intentions and actions of competitors, reveals the advantages and disadvantages of competitors, and improves the competitive awareness and sensitivity.

It helps the company to accurately predict the future trends and impacts of competitors, identify opportunities and threats from competitors, and improve foresight and resilience.

Help the enterprise to effectively develop competitive strategies and action plans, implement and monitor the response of competitors, and improve competitiveness and market share.

Case 2: A competitor survey of a restaurant chain.

A catering chain enterprise is an enterprise focusing on the Chinese fast food market. It is facing competition from international brands such as McDonald's and KFC, as well as challenges from local brands such as Zhen Kung Fu and Dang Niang dumplings. The company hopes to develop an effective competitive strategy by investigating competitors, understanding their competitive strengths and weaknesses in the market, discovering their strategic intentions and actions, and predicting their future movements.

The company commissioned Shangpu Consulting to conduct a competitor survey, and Shangpu Consulting conducted the survey according to the following steps:

Determine the research objectives: the purpose of the research is to help the enterprise improve its competitiveness in the Chinese fast food market. The scope of the research is the Chinese fast food market. The requirement of the research is to provide valuable competitor information and analysis. The research period is two months. The main problem of the research is what are the competitive advantages and disadvantages of the enterprise in the Chinese fast food market, and what are the strategic intentions and actions of the competitors, what is the future trend and influence of the competitor? The main assumption of the research is that the competitive advantage of the enterprise is the quality of dishes and the speed of service, the competitive disadvantage is the brand awareness and market coverage, the strategic intention of the competitor is to improve product differentiation and customer loyalty, the action of the competitor is to launch new dishes and preferential activities, and the future trend of the competitor is to expand takeout and online channels, the impact of competitors is to increase market competition and diversification of customer needs.

Select research objects: according to the research objectives and market segmentation, select the most important and relevant competitors, and determine the object and quantity of research. After analysis, Champ Consulting selected the following four competitors as research objects: McDonald's, KFC, Zhen Kung Fu, and Da Niang Dumplings.

Collect research information: According to the research object and content, adopt appropriate collection methods, obtain as much and accurate competitor information as possible from various sources, pay attention to distinguish between facts and opinions, and one-time and continuous information. Champ Consulting uses the following collection methods: public sources (such as official websites, reports, news, social media, etc.), private sources (such as insiders, customers, suppliers, partners, etc.), and indirect sources (such as industry associations, government agencies, professional organizations, third-party consulting, etc.). Champ Consulting collects the following types of competitor information: basic information, resource information, capability information, strategic information, performance information, and dynamic information.

Analysis of research information: according to the research problems and assumptions, the use of appropriate analysis methods, the competitor information processing, sorting, induction, reasoning, evaluation, the formation of valuable research.Conclusionand insights, taking care to distinguish between important and minor, and certain and uncertain information. Champ Consulting uses the following analytical methods: qualitative analysis (e. g. SWOT analysis, Porter five-force analysis, value chain analysis, etc.), quantitative analysis (e. g. financial analysis, market analysis, cost analysis, etc.), and comprehensive analysis (e. g. competitive map, competitive matrix, competitive radar, etc.). Champ Consulting analyzes the following types of competitor information: the characteristics and patterns of competitors, the strengths and weaknesses of competitors, the intentions and actions of competitors, and the future and impact of competitors.

Presentation of research results: Use appropriate presentation methods to present competitor information and analysis to decision makers in a clear, concise, and powerful manner based on research objectives and audiences, with attention to highlighting key points and recommendations, and providing evidence and source information. Champ Consulting uses the following presentation methods: text reports, graphic reports, presentation reports, and oral reports. Champ Consulting presents the following types of competitor information: competitor profiles, competitor comparisons, competitor predictions, and competitor responses.

Application of research results: According to the research results and recommendations, formulate corresponding competition strategies and action plans, implement and monitor competitors' response measures, evaluate and feedback competitors' response effects, and continuously adjust and improve competitors' response plans.

Champ Consulting's competitor research provides value to the business in the following areas:

It helps the company clearly understand its competitive position and advantages and disadvantages in the Chinese fast food market, and improves its self-confidence and vigilance.

It helps the enterprise to deeply understand the strategic intentions and actions of competitors, reveals the advantages and disadvantages of competitors, and improves the competitive awareness and sensitivity.

It helps the company to accurately predict the future trends and impacts of competitors, identify opportunities and threats from competitors, and improve foresight and resilience.

Help the enterprise to effectively develop competitive strategies and action plans, implement and monitor the response of competitors, and improve competitiveness and market share.