Definition and purpose of 1. competitor analysis

The definition of competitor analysis can be interpreted from different angles, but its core content is to conduct a comprehensive understanding and evaluation of the competitors faced by the enterprise in order to formulate effective countermeasures. The main purposes of competitor analysis are as follows:

Identification of competitors: Competitors include not only direct competitors, that is, enterprises that provide the same or similar products or services, but also indirect competitors, that is, enterprises that provide substitutes or meet the same or similar needs, and potential competitors, that is, enterprises that are likely to enter the market or expand market share. Identifying the scope and number of competitors helps companies determine their market positioning and competitive advantage.

Analyze competitor's strategy: competitor's strategy refers to a series of actions and decisions taken by competitors to achieve their goals, including competitor's mission, vision, goals, values, core competitiveness, market strategy, product strategy, price strategy, promotion strategy, channel strategy, human resources strategy, financial strategy, etc. Analyzing competitors' strategies helps companies understand competitors' motivations, intentions, capabilities, and behaviors, predict competitors' future movements and reactions, identify competitors' strengths and weaknesses, and identify competitors' opportunities and threats.

Evaluate the performance of competitors: Competitor performance refers to the actual effect and influence of competitors in the market, including competitors' market share, sales, profit margin, customer satisfaction, brand awareness, brand image, brand loyalty, innovation ability, cost efficiency, risk management, etc. Evaluating the performance of competitors helps enterprises to measure the gap and advantages and disadvantages between themselves and their competitors, determine their competitiveness and profitability, set reasonable goals and expectations, and adjust their strategies and actions.

Methods and procedures for 2. competitor analysis

The methods and steps of competitor analysis can be selected and adjusted according to different situations and needs, but generally include the following stages:

Gathering information: Gathering information is the basis of competitor analysis and is the most time-consuming and complex stage. The sources of collected information can be divided into internal sources and external sources. Internal sources are the company's own data and information, such as sales reports, financial statements, market research, customer feedback, etc. External sources refer to data and information outside the enterprise, such as competitor's official websites, social media, news reports, industry reports, government announcements, patent applications, legal proceedings, etc. The methods of collecting information can be divided into active and passive methods. A proactive approach is when an enterprise obtains information from competitors or related parties, such as buying competitors' products or services, attending competitors' events or exhibitions, visiting competitors' customers or suppliers, and hiring competitors' employees or consultants. The passive approach refers to the use of existing information resources for analysis, such as searching the web, reading literature, subscribing to databases, and using software. The principle of collecting information is to obtain as much information as possible, complete, accurate, new and legal, and to avoid duplication, omission, error, obsolescence and illegality of information.

Collating information: Collating information is the transition, but also the most important and critical stage of competitor analysis. The purpose of organizing information is to classify, filter, summarize, sort and organize the collected information for analysis and evaluation. The methods of collating information can be divided into qualitative and quantitative methods. Qualitative methods refer to the use of language, graphics, tables and other forms of information to describe, explain, compare and summarize, such as SWOT analysis, Porter's five forces analysis, value chain analysis, strategic group analysis and so on. Quantitative methods refer to the calculation, measurement, evaluation and prediction of information in the form of numbers, formulas, models, etc., such as financial analysis, market analysis, competitive analysis, risk analysis, etc. The principle of organizing information is to present information as concisely, clearly, logically, systematically and effectively as possible, so as to avoid confusion, ambiguity, contradiction, disorder and ineffectiveness of information.

Analyzing information: Analyzing information is at the heart of competitor analysis and the most valuable and meaningful phase. The purpose of analyzing information is to extract useful knowledge and insights from the collated information in order to develop effective strategies and actions. The method of analyzing information can be divided into internal analysis and external analysis. Internal analysis refers to comparing the differences and advantages and disadvantages between oneself and competitors from the perspective of the enterprise itself, finding out their own advantages and disadvantages, determining their own competitiveness and profitability, setting their own goals and expectations, and adjusting their own strategies and actions. External analysis refers to examining competitors' motives, intentions, capabilities and behaviors from the perspective of the market environment, predicting competitors' future movements and reactions, identifying competitors' opportunities and threats, and developing their own countermeasures and contingency plans. The principle of analyzing information is to excavate information as objectively, comprehensively, deeply, innovatively and effectively as possible, so as to avoid the problems of one-sided, superficial, superficial, obsolete and ineffective information.

Evaluation information: Evaluation information is the result of competitor analysis and is the most intuitive and practical stage. The purpose of evaluation information is to summarize, summarize, sort and present the analyzed information in order to convey information and recommendations to decision makers or stakeholders. The methods of evaluating information can be divided into qualitative evaluation and quantitative evaluation. Qualitative evaluation refers to the use of language, graphics, tables and other forms of information to describe, explain, compare and summarize, such as strong and weak analysis, strengths and weaknesses analysis, opportunity threat analysis, competitive advantage analysis. Quantitative evaluation refers to the use of numbers, formulas, models and other forms of information calculation, measurement, evaluation and prediction, such as financial evaluation, market evaluation, competitive evaluation, risk evaluation and so on. The principle of evaluating information is to present information as clearly, concisely, logically, systematically and effectively as possible, and to avoid confusion, redundancy, contradiction, disorganization and ineffectiveness of information.

Cases and experiences 3. competitor analysis

The cases and experiences of competitor analysis can be selected and displayed from different industries and fields, but this paper only takes the specific case of competitor analysis services provided by Shangpu Consulting Company for customers in different industries as an example, and makes a brief introduction and analysis, with a view to providing some reference and enlightenment for readers.

Case 1: Providing competitor analysis services for an automobile manufacturer. The automaker, a globally renowned brand that mainly produces high-end luxury cars, faces fierce competition from other high-end car brands, as well as potential threats from new energy vehicles and shared cars. Champ Consulting provided the automaker with the following competitor analysis services:

Gathering information: Champ Consulting collected information on the automaker's main competitors through a variety of channels, including BMW, Mercedes-Benz, Audi, Tesla, Didi, etc. The information collected includes data and information on competitors' history, strategy, products, prices, channels, promotions, finances, markets, innovation, risks, etc.

Organize information: Champ Consulting has organized the collected information through a variety of tools and methods, including SWOT analysis, Porter Five Forces analysis, value chain analysis, strategic group analysis, financial analysis, market analysis, competitive analysis, risk analysis, etc. The collated information is presented in the form of charts, tables, text, etc. for analysis and evaluation.

Analytical information: Champ Consulting analyzed the collated information from a variety of perspectives and dimensions, including internal and external analysis. The internal analysis mainly starts from the automaker's own point of view, compares the differences and advantages and disadvantages between itself and its competitors, finds out its own advantages and disadvantages, determines its own competitiveness and profitability, sets its own goals and expectations, and adjusts its own strategies and actions. External analysis mainly from the perspective of the market environment, to examine the motives, intentions, capabilities and behavior of competitors, predict the future trends and reactions of competitors, identify opportunities and threats of competitors, and develop their own countermeasures and contingency plans.

Evaluation Information: Champ Consulting evaluates the analyzed information in a variety of forms and ways, including qualitative and quantitative evaluations. Qualitative evaluation mainly uses language, graphics, tables and other forms to describe, explain, compare and summarize information, such as strong and weak analysis, advantages and disadvantages analysis, opportunity threat analysis, competitive advantage analysis and so on. Quantitative evaluation mainly uses numbers, formulas, models and other forms to calculate, measure, evaluate and predict information, such as financial evaluation, market evaluation, competitive evaluation, risk evaluation and so on. The post-evaluation information is presented in the form of reports, presentations, recommendations, etc., in order to convey information and recommendations to the vehicle manufacturer.

Case 2: Provide competitor analysis services for an e-commerce platform. The e-commerce platform is a leading domestic brand, mainly providing online shopping, payment, logistics, social and other services, facing fierce competition from other e-commerce platforms, as well as potential threats from offline retail, social media, and content platforms. Champu Consulting provided the following competitor analysis services for the e-commerce platform:

Gathering information: Shangpu Consulting collected information on the main competitors of the e-commerce platform through a variety of channels, including Alibaba, Jingdong, Pinduoduo, WeChat, Douyin, etc. The information collected includes data and information on competitors' history, strategy, products, prices, channels, promotions, finances, markets, innovation, risks, etc.

Organize information: Champ Consulting has organized the collected information through a variety of tools and methods, including SWOT analysis, Porter Five Forces analysis, value chain analysis, strategic group analysis, financial analysis, market analysis, competitive analysis, risk analysis, etc. The collated information is presented in the form of charts, tables, text, etc. for analysis and evaluation.

Analytical information: Champ Consulting analyzed the collated information from a variety of perspectives and dimensions, including internal and external analysis. The internal analysis mainly starts from the perspective of the e-commerce platform itself, compares the differences and advantages and disadvantages between itself and competitors, finds out its own advantages and disadvantages, determines its own competitiveness and profitability, sets its own goals and expectations, and adjusts its own strategies and actions. External analysis mainly from the perspective of the market environment, to examine the motives, intentions, capabilities and behavior of competitors, predict the future trends and reactions of competitors, identify opportunities and threats of competitors, and develop their own countermeasures and contingency plans.

Evaluation Information: Champ Consulting evaluates the analyzed information in a variety of forms and ways, including qualitative and quantitative evaluations. Qualitative evaluation mainly uses language, graphics, tables and other forms to describe, explain, compare and summarize information, such as strong and weak analysis, advantages and disadvantages analysis, opportunity threat analysis, competitive advantage analysis and so on. Quantitative evaluation mainly uses numbers, formulas, models and other forms to calculate, measure, evaluate and predict information, such as financial evaluation, market evaluation, competitive evaluation, risk evaluation and so on. The evaluated information is presented in the form of reports, presentations, recommendations, etc., to facilitate communication of information and recommendations to the e-commerce platform.

Case 3: Competitor analysis services for an education and training institution. The education and training institution is a well-known brand in China. It mainly provides online education, vocational training, study abroad consulting and other services. It is facing fierce competition from other education and training institutions, as well as potential threats from public education, autonomous learning, and social learning. Champ Consulting provided the following competitor analysis services to the education and training institution:

Gathering information: Shangpu Consulting has collected information on the main competitors of this education and training institution through a variety of channels, including New Oriental, Good Future, NetEase Youdao, Coursera, LinkedIn, etc. The information collected includes data and information on competitors' history, strategy, products, prices, channels, promotions, finances, markets, innovation, risks, etc.

Organize information: Champ Consulting has organized the collected information through a variety of tools and methods, including SWOT analysis, Porter Five Forces analysis, value chain analysis, strategic group analysis, financial analysis, market analysis, competitive analysis, risk analysis, etc. The collated information is presented in the form of charts, tables, text, etc. for analysis and evaluation.

Analytical information: Champ Consulting analyzed the collated information from a variety of perspectives and dimensions, including internal and external analysis. The internal analysis mainly starts from the perspective of the education and training institution itself, compares the differences and advantages and disadvantages between itself and its competitors, finds out its own advantages and disadvantages, determines its own competitiveness and profitability, sets its own goals and expectations, and adjusts its own strategies and actions. External analysis mainly from the perspective of the market environment, to examine the motives, intentions, capabilities and behavior of competitors, predict the future trends and reactions of competitors, identify opportunities and threats of competitors, and develop their own countermeasures and contingency plans.

Evaluation Information: Champ Consulting evaluates the analyzed information in a variety of forms and ways, including qualitative and quantitative evaluations. Qualitative evaluation mainly uses language, graphics, tables and other forms to describe, explain, compare and summarize information, such as strong and weak analysis, advantages and disadvantages analysis, opportunity threat analysis, competitive advantage analysis and so on. Quantitative evaluation mainly uses numbers, formulas, models and other forms to calculate, measure, evaluate and predict information, such as financial evaluation, market evaluation, competitive evaluation, risk evaluation and so on. The post-evaluation information is presented in the form of reports, presentations, recommendations, etc. to facilitate the communication of information and recommendations to the educational and training institution.