Methodology for competitor research

There are several main methods of competitor research:

First-hand information collection: through direct access to competitors' websites, social media, promotional materials, product samples, recruitment information, financial reports, etc., to obtain basic information and latest developments of competitors.

Second-hand information collection: through the use of industry associations, business databases, market research reports, professional media, news reports, patent literature, legal documents and other channels to obtain historical data and industry intelligence of competitors.

Third-hand information collection: through communication, interviews, questionnaires, observations, etc. with competitors' customers, suppliers, distributors, employees, partners, industry experts, etc., to obtain the internal situation and external evaluation of competitors.

Four-hand information collection: through participating in competitors' activities, exhibitions, forums, seminars, training, bidding, etc., to obtain competitors' strategies, capabilities, strengths, weaknesses, etc.

Content of competitor research

The competitor research mainly includes the following aspects:

Basic information about competitors: including the name, address, contact information, scale, establishment time, development history, organizational structure, management team, shareholder structure, capital situation, etc.

Competitor's strategy: including the competitor's mission, vision, values, goals, strategy, core competitiveness, brand image, brand positioning, brand proposition, brand portfolio, etc.

Competitors' products: including competitors' product types, product characteristics, product quality, product performance, product design, product innovation, product life cycle, product price, product promotion, etc.

Competitor's channel: including competitor's channel model, channel type, channel number, channel distribution, channel management, channel cooperation, channel efficiency, channel service, etc.

Competitor promotion: including competitors' promotion objectives, promotion strategies, promotion content, promotion forms, promotion channels, promotion investment, promotion effect, promotion evaluation, etc.

Competitor's financial situation: including competitors' operating income, operating costs, operating profit, net profit, gross profit margin, net profit margin, asset-liability ratio, current ratio, sales growth rate, profitability, solvency, operating efficiency, etc.

Competitor dynamics: including competitors' new product development, new market development, new channel construction, new partners, new events, new policy changes, new problems, new opportunities, etc.

Steps for competitor research

The main steps of competitor research are as follows:

Determine the purpose of the survey: clarify the objectives, scope, content, methods, time, budget, etc. of the survey.

Determine the research object: according to the characteristics of the industry, market structure, degree of competition, customer demand, etc., select the most representative and threatening competitors as the research object.

Collect research information: use first-hand, second-hand, third-hand, fourth-hand and other channels to collect relevant information about competitors, and pay attention to the authenticity, effectiveness, timeliness and completeness of the information.

Analysis and research information: Using SWOT analysis, Porter five-force analysis, value chain analysis, market share analysis, cost-benefit analysis and other tools, analyze competitors' information, extract competitors' strengths, weaknesses, opportunities, threats and other points.

Preparation of research reports: based on the results of the analysis, the preparation of competitor research reports, including research purposes, research objects, research methods, research content, research.Conclusion, research recommendations, etc., presented in the form of text, charts, data, etc.

Application of research results: according to the research report, formulate or adjust their own strategy and marketing strategy, improve their competitiveness and profitability, and achieve the development goals of enterprises.

Champu Consulting has rich practice and experience in competitor research. The following are some specific cases of Champu Consulting:

IPO consulting project of a new energy automobile company: Shangpu Consulting provides the company with comprehensive competitor research services, including in-depth analysis of the development trend, market scale, market structure, market demand, market competition and market opportunities of the new energy automobile industry at home and abroad, and detailed evaluation of the strategy, products, channels, promotion, finance and dynamics of the company's main competitors, for the company to develop a reasonable listing pricing, listing time, listing location, listing strategy, etc., to help the company successfully listed on the NASDAQ, becoming a leader in China's new energy vehicle industry.

Investment decision consulting project of a new material company: Shangpu Consulting provides professional competitor research services for the company, including systematic research on the technical level, technical innovation, technical barriers, technical application and technical prospects of the new material industry at home and abroad, and a comprehensive comparison of the technical capabilities, technical advantages, technical disadvantages, technical protection and technical cooperation of the company's potential competitors, for the company to develop scientific technology investment, technology development, technology transformation, technology authorization, etc., to help the company achieve technology leadership, market share, profit growth.

Market research and consulting project of a new technology company: Shangpu Consulting provides accurate competitor research services for the company, including a comprehensive analysis of the policy environment, legal environment, social environment, economic environment and cultural environment of the new technology industry at home and abroad, and an objective evaluation of the policy impact, legal risk, social responsibility, economic benefits and cultural adaptation of the company's existing competitors, for the company to develop appropriate policy response, legal compliance, social participation, economic optimization, cultural integration, etc., to help the company smoothly enter a number of new technology markets at home and abroad.