Steps and Methods of 1. Benchmarking Enterprise Analysis

The steps and methods of benchmarking enterprise analysis can be divided into the following four stages:

1. Identify benchmarking enterprises

Benchmarking companies are other companies that provide the same or similar products or services in the same market or industry, meet the same or similar customer needs, or affect the company's profits and market share. There are several ways to identify benchmarking enterprises:

-Based on market share or sales, select benchmark companies that are equal to or larger than the company's size;

-Based on the similarity of products or services, select the benchmark enterprise that is closest to the products or services provided by the enterprise;

-Select benchmarking companies that overlap with the company's target market or target customer group based on customer perceptions or preferences;

-Based on the similarity of strategy, select benchmark enterprises that are consistent with or opposite to the strategic objectives or strategic direction of the enterprise.

2. Collect information of benchmarking enterprises

Collecting information on benchmarking enterprises refers to obtaining relevant data and information on benchmarking enterprises for analysis and comparison. There are several ways to collect information about benchmarking companies:

-Use open sources of information, such as official websites, social media, news reports, industry reports, financial statements, market research, etc;

-Use private information sources, such as insiders, suppliers, distributors, customers, partners, industry associations, consulting agencies, etc;

-Use indirect sources of information, such as experience, reviews, feedback, complaints, word-of-mouth, etc. of the benchmarking company's products or services.

3. Analyze the information of benchmarking enterprises

Analyzing the information of benchmarking enterprises refers to the collation, induction, comparison and evaluation of the collected information of benchmarking enterprises in order to identify the characteristics and differences of benchmarking enterprises. There are several ways to analyze the information of benchmarking enterprises:

-SWOT analysis, I .e. analyzing the strengths (Strengths), weaknesses (Weaknesses), opportunities (Opportunities) and threats (Threats) of benchmarking enterprises;

-4P analysis, that is, to analyze the product (Product), price (Price), channel (Place) and promotion (Promotion) of the benchmark enterprise;

-5C analysis, I .e. the analysis of the benchmarking enterprise's customers (Customer), companies (Company), competitors (Competitor), partners (Collaborator) and environment (Context);

-5F analysis, which analyzes the future (Future), focus (Focus), function (Function), finance (Finance) and feedback (Feedback) of the benchmarking company.

4. Develop strategies for benchmarking companies

The strategy of benchmarking enterprises refers to determining the relative position and competitive advantage of enterprises in the market and how to deal with the behavior and changes of benchmarking enterprises according to the results of analyzing the information of benchmarking enterprises. There are several ways to develop a strategy for benchmarking companies:

-Porter's five-force model, which determines the competitive strategy of an enterprise based on the degree of competition in the industry, the bargaining power of suppliers, the bargaining power of buyers, the threat of substitutes and the threat of new entrants;

-Competitive advantage matrix, that is, according to the cost advantage and differentiation advantage of enterprises, to determine the competitive strategy of enterprises;

-Competition map, that is, according to the relative position and performance of enterprises and benchmark enterprises in the market, to determine the competitive strategy of enterprises;

-The competitive response matrix, which determines the competitive strategy of the enterprise based on the possible behavior of the benchmarking enterprise and the possible response of the enterprise.

2. how to make effective marketing strategy based on benchmarking enterprise analysis

To develop an effective marketing strategy based on benchmarking business analysis, the following principles need to be followed:

-Customer-centric, meet customer needs and expectations, provide valuable products or services, and build long-term customer relationships;

-Take differentiation as the guide, highlight the core competitiveness of enterprises, create a unique brand image, different from the benchmark enterprises;

-With innovation as the driving force, continuously improve and optimize the quality and performance of products or services, develop new products or services, and seize market opportunities;

-Supported by collaboration, establish effective cooperative relations with suppliers, distributors, customers, partners, etc., share resources and information, and achieve a win-win situation;

-Characterized by flexibility, adjust and optimize marketing strategies in a timely manner according to market changes and the behavior of benchmarking companies, and respond to uncertain risks and opportunities.

The case of 3. benchmarking enterprise analysis.

In order to better illustrate the value and effect of benchmarking enterprise analysis, this article will introduce a case study of benchmarking enterprise analysis provided by Shangpu Consulting for an e-commerce platform. The e-commerce platform mainly provides online sales of fashion products such as clothing, footwear, and accessories, and the target market is young female consumers. The platform's main benchmark companies are the following:

-Company A is an internationally renowned e-commerce platform that provides various types of goods, including fashion goods. It has a large customer base and market share, and has strong brand influence and financial strength. However, it is not prominent in the brand image and differentiation of fashion goods, and lacks exclusive services and personalized recommend for young female consumers;

-Company B is an e-commerce platform focusing on fashion goods, providing a variety of styles and brands of clothing, footwear, accessories, etc., with high brand awareness and loyalty, a strong sense of fashion and innovation, but not competitive in terms of price, but also facing the pressure of inventory and logistics;

-C company, an emerging e-commerce platform for fashion goods, provides customized clothing, footwear, accessories, etc., has high user satisfaction and reputation, and has strong differentiation and personalized advantages. However, it does not have advantages in scale and cost, and lacks a stable supply chain and channels.

Champu Consulting provides the following benchmarking enterprise analysis services for the e-commerce platform:

-By collecting and analyzing the information of benchmarking enterprises, Shangpu Consulting helps the e-commerce platform to identify its relative position and competitive advantage in the market, that is, to provide fashionable, affordable and convenient fashion products to meet the needs and preferences of young female consumers;

-By formulating the strategy of benchmarking enterprises, Shangpu Consulting has helped the e-commerce platform to determine its own marketing strategy, that is, to enhance its market competitiveness through the following aspects:

In terms of products, the e-commerce platform should maintain the characteristics of fashion and affordable, while adding more brands and styles to meet different customer needs and preferences;

In terms of price, the e-commerce platform should maintain price competitiveness while offering more offers and discounts to attract and retain more customers;

In terms of channels, the e-commerce platform should use its own website and mobile applications, as well as social media and Internet celebrities, to expand its coverage and influence, as well as improve its brand awareness and loyalty;

In terms of promotion, the e-commerce platform should provide more exclusive services and personalized recommend to increase customer satisfaction and word-of-mouth, while providing more opportunities for interaction and participation to increase customer stickiness and activity.

The benchmarking enterprise analysis service of Shangpu Consulting Company provides valuable insights and suggestions for the e-commerce platform, helping the e-commerce platform to improve its market competitiveness and marketing effect.