Definition and significance of 1. benchmarking enterprise analysis

Benchmarking enterprise analysis refers to the process of systematic collection, collation, analysis and evaluation of the industry environment, market conditions, characteristics, strategies, behaviors, advantages and disadvantages of benchmarking enterprises. The purpose of benchmarking enterprise analysis is to understand the competitive situation, predict the competitive trend, formulate effective competitive strategies, and improve the competitive advantage of enterprises.

Benchmarking enterprise analysis is of great significance to the strategic transformation of enterprises. Strategic transformation refers to the fundamental adjustment and change of business philosophy, development goals, business scope, organizational structure and resource allocation in the face of market changes and competitive pressure, so as to adapt to the new market demand and competitive environment. Strategic transformation is an active, innovative, risky and complex strategic choice, which requires a comprehensive analysis of the internal and external environment of the enterprise to determine the necessity, feasibility and direction of the transformation. Benchmarking enterprise analysis is an important part of enterprise analysis of the external environment, which can help enterprises:

Understand their own strengths and weaknesses, clear transformation of the power and pressure;

Identify the strategic intentions and actions of the benchmarking company and predict the response and impact of the benchmarking company;

Looking for the weaknesses and opportunities of benchmarking enterprises, and determining the goals and paths of transformation;

Develop differentiated and innovative transformation strategies to improve the effectiveness and efficiency of transformation.

Methods and steps of 2. benchmarking enterprise analysis

Benchmarking enterprise analysis is a systematic, dynamic and continuous process that requires the use of a variety of methods and tools to follow certain steps. In general, the methods and steps of benchmarking enterprise analysis include the following aspects:

Identify benchmark enterprises. A benchmarking company is a company that provides the same or similar products or services in the same market or market segment, meets the same or similar customer needs, and has the same or similar competitive goals and strategies. There are many ways to identify benchmarking companies, for example, by product or service substitutability, customer perceptions or preferences, market structure or share, etc. The purpose of identifying benchmarking companies is to narrow the scope of analysis and select the most important benchmarking companies for in-depth analysis.

Collect information on benchmark companies. The information of benchmarking enterprises refers to all kinds of data, facts, opinions and evaluations related to benchmarking enterprises, including the history, current situation and future of benchmarking enterprises. There are many ways to collect information about benchmarking companies, for example, using public information sources, such as official websites, annual reports, news, social media, etc.; using private information sources, such as insiders, partners, customers, suppliers, etc.; Using professional information sources, such as industry associations, consulting agencies, research institutions, etc. The purpose of collecting information about benchmarking companies is to obtain as comprehensive, accurate, timely and effective information as possible to provide a basis for analysis and evaluation.

Analyze the strategy of benchmarking companies. The strategy of a benchmarking enterprise refers to the overall plan and action plan adopted by the benchmarking enterprise in order to achieve its competitive objectives, including the vision, mission, objectives, core values, competitive advantages, and competitive models of the benchmarking enterprise. There are many ways to analyze the strategy of benchmarking enterprises, for example, using tools such as strategy map, strategy pyramid and strategy canvas to reveal the strategic logic, content and characteristics of benchmarking enterprises from different angles and levels. The purpose of analyzing the strategy of benchmarking enterprises is to understand the strategic intention, direction, focus and advantages of benchmarking enterprises, and to provide reference for the formulation of their own strategies.

Evaluate the strength of benchmarking enterprises. The strength of a benchmarking enterprise refers to the comprehensive ability and level of the benchmarking enterprise in all aspects, including the financial situation, market position, product quality, technical level, innovation ability, brand image, customer satisfaction, organizational efficiency, talent structure, etc. There are many ways to evaluate the strength of benchmarking enterprises, for example, using financial analysis, market analysis, product analysis, technical analysis, innovation analysis, brand analysis, customer analysis, organizational analysis, talent analysis and other methods, from different dimensions and indicators, quantitative or qualitative evaluation of the strength of benchmarking enterprises. The purpose of evaluating the strength of benchmarking enterprises is to identify the advantages and disadvantages of benchmarking enterprises and provide a basis for formulating their own advantages.

predict the behavior of benchmarking firms. The behavior of benchmarking enterprises refers to the specific actions and measures taken by benchmarking enterprises in order to achieve their strategic objectives, including market entry, product development, price adjustment, promotional activities, cooperative alliances, mergers and acquisitions, etc. There are many ways to predict the behavior of benchmarking enterprises, for example, using game theory, scenario analysis, simulation exercises and other methods, from different angles and situations, to infer the possible behavior and reaction of benchmarking enterprises. The purpose of predicting the behavior of benchmarking enterprises is to prepare in advance, seize the opportunity, avoid passivity and enhance initiative.

Compare the differences of benchmarking enterprises. The difference of benchmarking enterprises refers to the differences and gaps between benchmarking enterprises in various aspects, including the differences in the strategy, strength and behavior of benchmarking enterprises. There are many ways to compare the differences of benchmarking enterprises, for example, the use of Porter's five forces model, Boston matrix, value chain analysis and other methods, from different angles and levels, to compare the differences of benchmarking enterprises. The purpose of comparing the differences of benchmarking enterprises is to find out their relative advantages and disadvantages, formulate differentiated competitive strategies and enhance their competitive advantages.

Applications and Cases of 3. Benchmarking Enterprise Analysis

The results of benchmarking enterprise analysis can provide valuable guidance and suggestions for the strategic transformation of enterprises. According to the results of benchmarking enterprise analysis, enterprises can formulate appropriate transformation objectives, paths and measures to achieve the improvement and sustainability of competitive advantage. The following are some specific cases of benchmarking enterprise analysis conducted by Champ Consulting for its service customers:

Case 1: Strategic transformation of a home appliance company. The company is one of the largest home appliance production and sales companies in China, facing problems such as saturation of the domestic market, intensified competition, and declining profits. The company decided to make a strategic transformation to seek new growth points and competitive advantages. Shangpu Consulting conducted a benchmarking enterprise analysis for the enterprise and found that its main benchmarking enterprises have the following characteristics:

The strategy of benchmarking enterprises: the strategy of benchmarking enterprises is mainly based on product innovation and brand building, to improve the added value of products and market awareness, as well as to expand overseas markets and emerging markets in the direction of internationalization and diversification, and to enhance the image and reputation of enterprises in the direction of social responsibility and sustainable development.

The strength of benchmarking enterprises: the strength of benchmarking enterprises is mainly manifested in the following aspects: stable financial situation, high market share, excellent product quality, high technical level, strong innovation ability, good brand image, high customer satisfaction, high organizational efficiency and excellent talent structure.

Behavior of benchmarking companies: The behavior of benchmarking companies is mainly manifested in the following aspects: frequent introduction of new products and new technologies, continuous improvement of product performance and functions, and large-scale advertising and promotional activities, increase brand exposure and influence, and Actively explore overseas markets and emerging markets, establish strategic alliances with local partners, and actively fulfill social responsibilities and environmental protection obligations, and participate in public welfare activities and environmental protection projects.

The difference of benchmarking enterprises: the difference of benchmarking enterprises is mainly manifested in the following aspects: the ability and level of product innovation and brand building of benchmarking enterprises are higher than that of the enterprise, the degree and speed of internationalization and diversification of benchmarking enterprises are faster than that of the enterprise, and the awareness and action of social responsibility and sustainable development of benchmarking enterprises are stronger than that of the enterprise.

Based on the results of the benchmarking company analysis, Champu Consulting has made the following strategic transformation recommendations for the company:

Transformation goal: the transformation goal of the enterprise is to become a home appliance enterprise with smart home as the core, customer experience as the guidance, globalization as the vision, and green environmental protection as the responsibility.

Transformation path: The transformation path of the company is achieved through the following aspects: First, strengthen product innovation and technology research and development, develop intelligent, Internet-based, and personalized home appliances, and improve the level of product intelligence and customer experience; The second is to strengthen brand building and marketing promotion, create the brand image and reputation of smart homes, and increase brand awareness and loyalty; the third is to accelerate the pace of internationalization and diversification, enter more overseas markets and emerging markets to expand product coverage and market share; the fourth is to strengthen the fulfillment of social responsibility and environmental protection obligations, produce more energy-saving, environmentally friendly and safe home appliances, and participate in more public welfare activities and environmental protection projects, Enhance the image and reputation of the company.

Transformation measures: the transformation measures of the enterprise are implemented through the following aspects: first, increase the investment in product innovation and technology research and development, establish professional R & D teams and laboratories, cooperate with universities and scientific research institutions, introduce advanced technology and equipment, speed up product research and development and listing; second, optimize the strategy of brand building and marketing promotion, and formulate unified brand positioning and communication, use a variety of media and channels to carry out targeted advertising and promotional activities, increase interaction and communication with customers, and enhance the influence and attractiveness of the brand; the third is to improve the international and diversified mechanism, establish a global sales and service network, establish stable strategic alliances with local partners, understand local market needs and cultural characteristics, provide suitable products and services, and enhance market satisfaction and loyalty; the fourth is to strengthen the awareness of social responsibility and environmental protection obligations, formulate strict quality and safety standards, adopt more energy-saving, environmentally friendly, and safe raw materials and processes, reduce product energy consumption and emissions, improve product efficiency and life, and participate in more Public welfare activities and environmental protection projects demonstrate the responsibility and responsibility of enterprises.

Case 2: Strategic Transformation of an Internet Enterprise.

The strategy of benchmarking enterprises: the strategy of benchmarking enterprises is mainly user-centered, content-centered, social-connected, data-driven, innovation-driven, diversification-oriented, and the goal of creating an all-round Internet ecosystem.

The strength of benchmarking enterprises: the strength of benchmarking enterprises is mainly manifested in the following aspects: good financial situation, high market share, large user scale, high content quality, strong social network, data analysis ability, strong innovation ability and high degree of diversification.

The behavior of benchmarking enterprises: the behavior of benchmarking enterprises is mainly manifested in the following aspects: continuously enriching and optimizing users' products and services, improving users' experience and satisfaction, producing and distributing a large number of contents, increasing users' stickiness and activity, actively expanding social networks and platforms, increasing users' interaction and sharing, and using technologies such as big data and artificial intelligence, conduct accurate user portraits and recommendations, improve user transformation and retention, and continue to innovate and try, develop new products and businesses, enter new markets and fields, and conduct diversified investments and cooperation, and cooperate with all walks of life Partners establish strategic alliances and share resources and benefits.

The differences of benchmarking enterprises: the differences of benchmarking enterprises are mainly manifested in the following aspects: the user-oriented and content-oriented ability and level of benchmarking enterprises are higher than that of this enterprise, the scale and influence of social networks and platforms of benchmarking enterprises are higher than that of this enterprise, the data-driven and innovation-driven ability and level of benchmarking enterprises are higher than that of this enterprise, and the degree and speed of diversification of benchmarking enterprises are higher than that of this enterprise.