Purpose of 1. Benchmarking Enterprise Analysis

Benchmarking enterprise analysis refers to the collection, collation and analysis of the advantages and disadvantages, strategic intention, market share, customer evaluation and other information of the same or similar products or services in the same market with itself or other enterprises, so as to understand its position and situation in the market, find out its own advantages and disadvantages, and formulate corresponding development strategies and action plans.

The primary objectives of benchmarking analysis are as follows:

(1) Understand the market environment. Through benchmarking enterprise analysis, enterprises can grasp the market size, growth rate, demand characteristics, consumer preferences and other basic information, as well as industry trends, policies and regulations, technological changes and other external factors, so as to judge market opportunities and threats.

(2) Assess your own strength. Through the analysis of benchmarking enterprises, enterprises can compare their differences with other enterprises in product quality, price level, service quality, brand image, etc., as well as the advantages and disadvantages of technological innovation ability, channel construction ability, marketing promotion ability, etc., so as to determine their own position and role in the market.

(3) Development strategy. Through the analysis of benchmarking enterprises, enterprises can formulate development goals and strategic directions suitable for their own characteristics and market needs according to the gap and advantages and disadvantages between themselves and other enterprises, and take corresponding measures to achieve their goals.

Methods of 2. Benchmarking Enterprise Analysis

Benchmarking enterprise analysis mainly has the following several methods:

(1)) Horizontal comparison method. Horizontal comparison method refers to the comparison of different types or different scales or different regions or different stages or different characteristics or different styles or different models or different combinations in the same industry or the same market segment, so as to reveal the similarities and differences between various types or scales or various regions or various stages or various characteristics or various styles or various models or various combinations.

(2) Vertical comparison method. The vertical comparison method refers to the comparison of the same type or the same scale or the same geographical area or the same stage or the same characteristic or the same style or the same model or the same combination to reveal the development and evolution of each type or scale or each geographical area or the same combination.

(3) Comprehensive comparison method. The comprehensive comparison method refers to the combination of horizontal comparison method and vertical comparison method, which is compared from multiple dimensions and angles to reveal the comprehensive differences and advantages and disadvantages between benchmarking enterprises.

(4)SWOT analysis. SWOT analysis refers to the systematic analysis of the strengths (Strengths), weaknesses (Weaknesses), opportunities (Opportunities) and threats (Threats) of benchmarking enterprises to assess the overall strength and development prospects of benchmarking enterprises.

(5) Five forces analysis. The five forces analysis method refers to the analysis of the competitive pressure and influence faced by benchmarking enterprises from the five aspects of competitors, potential entrants, substitutes, suppliers and buyers within the industry, so as to judge the attractiveness and competition degree of the industry.

(6) Value chain analysis. Value chain analysis refers to dividing the activities of benchmarking enterprises into two categories: main activities and auxiliary activities, and analyzing the value created and costs consumed by benchmarking enterprises in each activity in order to find out the core competitiveness and value advantages of benchmarking enterprises.

Steps to 3. Benchmarking Enterprise Analysis

The main steps of benchmarking enterprise analysis are as follows:

(1) Determine the object of analysis. The object of analysis refers to other enterprises that have a competitive relationship with the enterprise in the same market, which can usually be selected and classified according to the similarity of products or services, the proximity of market share, the consistency of strategic objectives and other criteria.

(2) Collect analysis information. Analytical information refers to all kinds of data and materials related to the benchmarking enterprise, including the historical background, organizational structure, business status, product characteristics, price strategy, channel model, marketing means, technical level, financial status, strategic intention, etc. of the benchmarking enterprise, which can be collected through public and non-public channels.

(3) Analysis of the results. Analysis results refer to the collation, induction, comparison, evaluation and interpretation of the collected analysis information to reveal the strengths and weaknesses, strengths and weaknesses, opportunity threats, development trends, etc. of the benchmarking enterprise, which can be analyzed using the above analysis methods.

(4) Formulate coping strategies. Coping strategy refers to formulating corresponding strategies and actions for benchmarking enterprises according to the analysis results, so as to improve their competitiveness and market share. Different strategies such as cooperation, competition, avoidance, imitation and innovation can be adopted.

Considerations for 4. Benchmarking Enterprise Analysis

Benchmarking enterprise analysis is a complex and important task that requires attention to the following aspects:

(1) Clarify the purpose of the analysis. The purpose of analysis refers to the ultimate goal of benchmarking enterprise analysis. The scope, depth, frequency and focus of analysis should be clarified according to the specific situation and needs of the enterprise, so as to avoid blindly conducting too much or too little analysis.

(2) Select the appropriate analysis method. The analysis method refers to the specific tool for benchmarking enterprise analysis, which should be based on the object, information, results and strategy of the analysis, choose the appropriate analysis method for itself, and avoid the one-sided use of one or several analysis methods.

(3) Ensure the quality of analysis. Analysis quality refers to the accuracy, validity and reliability of benchmarking enterprise analysis, should be through the establishment of a professional analysis team, the use of a variety of information sources, the use of scientific analysis techniques, regular analysis updates and other measures to ensure the quality of analysis, to avoid errors or deviations.

(4) Pay attention to analytical ethics. Analytical ethics refers to the moral and legal norms of benchmarking enterprise analysis. It should abide by relevant laws and regulations such as trade secrets, intellectual property rights, personal privacy, etc., respect the legitimate rights and interests of benchmarking enterprises, and avoid taking improper means or behaviors.

The case of 5. benchmarking enterprise analysis.

To better illustrate the principles and norms of benchmarking enterprise analysis, we can refer to the following case:

Shangpu Consulting Company is a company specializing in corporate strategy consulting, mainly providing customers with market analysis, competitive analysis, strategic planning, organizational change, innovation management and other consulting services. The main benchmarking companies of Shangpu Consulting are the following:

McKinsey & Company (McKinsey & Company): McKinsey & Company is the world's largest strategic consulting firm, with more than 150 offices in more than 100 countries and regions, providing consulting services to 90% of the world's largest enterprises. Its consulting fields cover various industries and functional sectors, and its consulting quality and reputation are world-renowned.

Boston Consulting Group (BostonConsultingGroup,BCG): Boston Consulting Group is one of the world's most well-known strategic consulting companies, with more than 90 offices in more than 90 countries and regions, providing consulting services to the world's largest enterprises and government agencies. Its consulting fields are mainly concentrated in strategy, innovation, organization and operation, and its consulting concepts and methods are innovative and influential.

Bain Consulting Company (Bain & Company): Bain Consulting Company is one of the most famous strategic consulting companies in the world, with more than 60 offices in more than 40 countries and regions, providing consulting services for the world's largest enterprises and private equity funds. Its consulting fields are mainly concentrated in strategy, organization, operation and mergers and acquisitions, and its consulting effect and customer satisfaction are very high.

The process and results of the Champ Consulting analysis are as follows:

(1) Determine the object of analysis. According to the customer's market share, product type, price range, target customer, etc., Shangpu Consulting has identified the following direct benchmarking enterprises for the customer:

Mercedes-Benz: Germany's luxury car brand, known for its high-quality, high-performance, high-tech, and high-end. It has a strong brand influence and loyal customer base. It is one of the main benchmark companies for customers.

BMW: a German luxury car brand, famous for its sportiness, innovation, comfort and personalization, with a wide range of product lines and market coverage, and is one of the main benchmark enterprises for customers.

Audi: German luxury car brand, known for its advanced technology, elegant design, safe performance, and stable quality. It has a balanced market performance and a good reputation. It is one of the main benchmark companies for customers.

Toyota: Japan's automobile giant is famous for its reliable quality, energy-saving environmental protection, intelligent technology and reasonable price. It has a rich product range and global market network, and is one of the indirect benchmark enterprises for customers.

Volkswagen: German automobile giant, famous for its classic design, practical functions, popular price and wide audience, with multiple sub-brands and market segments, is one of the indirect benchmark enterprises for customers.

(2) Collection of analytical information. Through a variety of channels and methods, Champu Consulting collects a variety of information on benchmarking companies, including:

Public sources: through the Internet, newspapers, magazines, advertising, exhibitions, reports, research, etc., to obtain the basic information of benchmarking enterprises, product introduction, price strategy, marketing activities, financial data, market share, customer evaluation, etc.

Secret source: through secret purchase, secret visit, secret investigation, secret observation, secret test, etc., to obtain the product characteristics, service quality, channel layout, technical level, strategic intention, etc.

Field investigation: Through visiting the factories, offices, sales points, customers, suppliers, partners, etc. of the benchmarking enterprise, the organizational structure, management mode, human resources, production capacity, supply chain, cooperative relationship, etc. of the benchmarking enterprise are obtained.

(3) Analysis of the results. By using SWOT analysis, five-force analysis, value chain analysis, etc., Shangpu Consulting conducted a comprehensive analysis of the collected analysis information, and obtained the advantages and disadvantages, threats and opportunities, development trends and forecasts of the benchmark enterprises, as follows:

Benchmarking Enterprise Advantage Disadvantage Threat Opportunity Development Trend Development Forecast

The Mercedes-Benz brand has strong influence, high product quality, strong technological innovation ability, high customer loyalty, high price, single product line, low market coverage, different service levels, the challenges of emerging luxury car brands, the restrictions of environmental protection laws and regulations, the diversification of consumer demand, the development of emerging markets, the development of new energy vehicles, the innovation of intelligent vehicles to maintain high-end positioning, strengthen technological innovation, expand the market share of new energy vehicles and intelligent vehicles, high profit margin, excellent brand image

BMW has a rich product line, wide market coverage, good sports performance, strong innovation ability, high customer satisfaction, high price, unstable product quality, different service level, unclear brand image, challenges of emerging luxury car brands, restrictions of environmental protection laws and regulations, diversification of consumer demand, development of emerging markets, development of new energy vehicles, innovation of intelligent vehicles, maintaining diversification strategy, and strengthening product quality, expand the market share of new energy vehicles and smart cars, with high profit margins and good brand image.

Audi's product design is elegant, the performance is safe, the quality is stable, the reputation is good, the market performance is balanced, the price is high, the product line is single, the innovation ability is weak, the brand image does not highlight the challenges of emerging luxury car brands, the restrictions of environmental protection laws and regulations, the diversification of consumer demand, the development of new energy vehicles, the innovation of intelligent vehicles, and the steady strategy of strengthening product design, expand the market share of new energy vehicles and smart cars, stable market share, medium profit margin, brand image.

Toyota has a wide range of products, reasonable prices, environmental protection and energy saving, scientific and technological intelligence, a wide market network, low product quality, low brand image, low competitiveness, low customer loyalty, competition from other automobile brands at home and abroad, consumer demand for high-end cars, the risk of technological change, the development of emerging markets, the development of new energy vehicles, the innovation of smart cars to maintain a diversified strategy to improve product quality and brand image, strengthen technological innovation market share decline, low profit margin, poor brand image

Volkswagen's product design is classic, the function is practical, the price is universal, the audience is wide, the sub-brand multi-product quality is not high, the brand image is low, the competitiveness is not strong, the customer loyalty is low, the competition of other automobile brands at home and abroad, the consumer's demand for high-end cars, the risk of technological change, the development of emerging markets, the development of new energy vehicles, the innovation of smart cars to maintain a diversified strategy, improve product quality, improve brand image, strengthen technological innovation market share decline, low profit margin, poor brand image

(4) Formulate coping strategies. Based on the results of the analysis, Champu Consulting has developed the following strategies for its clients:

For direct benchmarking companies such as Mercedes-Benz, BMW, and Audi, adopt defensive strategies to maintain their own product quality, price levels, service quality, brand image, etc., consolidate their own market share and profit margins, and at the same time strengthen technological innovation and expand new energy vehicles. In the smart car market, seize the opportunities of benchmarking companies and reduce the threat of benchmarking companies.

Aiming at indirect benchmarking companies such as Toyota and Volkswagen, adopt attack strategies to highlight their own product advantages, price advantages, service advantages, brand advantages, etc., expand their own market share and profit margins, and at the same time strengthen technological innovation to expand new energy vehicles and smart cars In the market, seize the opportunities of benchmarking companies and reduce the threat of benchmarking companies.