The purpose of the competitor analysis report

The main purpose of the competitor analysis report is to understand the competitive situation of the enterprise in the market, including the number, type, size, characteristics, advantages, disadvantages, strategies, behaviors, etc. of competitors, as well as the influence and threat of competitors on the enterprise. With the Competitor Analysis Report, businesses can:

Identify and monitor the dynamics and changes of competitors, discover opportunities and threats of competitors in time, and do a good job in response and prevention;

Analyze and evaluate the advantages and disadvantages of competitors, find out their own competitive advantages and disadvantages, and clarify their own competitive position and differentiation;

Formulate and adjust competitive strategies and actions, select appropriate competitive methods and means according to the situation of competitors, and improve competitive efficiency and effectiveness;

Enhance the awareness and ability of competition, learn from and learn from the successful experience and lessons of competitors, and enhance their competitiveness and innovation.

Content of the competitor analysis report

The content of the competitor analysis report should be determined according to the specific situation of the enterprise and the purpose of the analysis, and generally includes the following aspects:

Overview of the competitor, including the competitor's name, establishment time, registered capital, main products and services, target market, target customers, profit model, development history, organizational structure, management team, partners, etc;

Competitors' products and services, including the functions, characteristics, advantages, disadvantages, price, quality, sales volume, market share, user evaluation, user experience, user loyalty, etc. of competitors' products and services;

Competitor's market strategy, including competitor's market positioning, market segmentation, market penetration, market development, market maintenance, market exit, etc;

Competitors' marketing strategies, including competitors' marketing objectives, marketing mix, marketing channels, marketing tools, marketing activities, marketing effectiveness, marketing budgets, etc;

Competitive advantages and disadvantages of competitors, including core competitiveness, unique selling points, competitive barriers, competitive risks, competitive opportunities, competitive threats, etc;

Competitor's competitive behavior and dynamics, including competitors' competitive methods, competitive means, competitive objectives, competitive results, competitive changes, competitive trends, etc;

Competitor analysis summary and recommendations, including competitor analysis evaluation, analysisConclusionAnalysis of enlightenment, analysis recommendations, analysis strategies, etc.

Method and process of writing competitor analysis report

The methodology and process for writing a competitor analysis report is broadly divided into the following steps:

Determine the analysis objectives, clarify the scope, depth, focus and requirements of the analysis, and select the appropriate analysis dimensions and indicators;

Select the object of analysis, select direct competitors, indirect competitors and potential competitors according to the analysis objectives and market conditions, and determine the number and type of competitors analyzed;

Collect and analyze information, use various channels and tools to collect relevant information of competitors, including official information, third-party information, user information, industry information, etc;

Collate and analyze information, classify, summarize and organize the collected information, remove irrelevant and duplicate information, and retain useful and effective information;

Analyze and compare information, use various analysis methods and techniques, analyze and compare competitors' information, find out the advantages and disadvantages of competitors, as well as the impact and threat to the enterprise;

Form an analysis report, based on the results of the analysis andConclusionWrite the content of the analysis report, pay attention to the structure, logic, language and format of the report, and highlight the focus and recommendations of the report.

Considerations for Competitor Analysis Reports

The competitor analysis report is an important business document that should be written with the following in mind:

The report should be objective, true and accurate, avoiding subjective assumptions, false exaggeration and data errors;

The report should be comprehensive, systematic and in-depth, avoiding one-sided, scattered and superficial;

The report should be based on evidence, evidence, data, avoid vague, groundless, boundless;

the report should be innovative, have opinions, have suggestions, and avoid being obsolete, mediocre, and useless;

The report should be structured, logical and organized to avoid confusion, contradiction and disorder.

Example of writing a competitor analysis report

In order to better illustrate the writing skills of competitor analysis report, this paper takes Shangpu Consulting as an example to show how to use the writing skills of competitor analysis report, analyze its competitors in the fields of market research, investment and financing consulting, IPO listing consulting, etc., and put forward targeted suggestions and strategies. Due to space constraints, only some of the contents of this article are selected for display. Please refer to the attachment for the complete report.

Part of the competitor analysis report of Champ Consulting:

1. competitors in the field of market research

Market research is one of the main businesses of Shangpu Consulting Company, which mainly provides customers with market analysis, market forecast, market research, market strategy and other services. Competitors in the field of market research are mainly the following:

Nielsen Consulting (Nielsen): Nielsen Consulting is the world's largest market research company, founded in 1923, headquartered in New York, USA, with operations in more than 100 countries and regions, with approximately 44000 employees and 2019 operating income of $6.46 billion. Nielsen Consulting's main businesses include consumer insights, media measurement, innovation consulting, retail analysis, etc. Its customers cover multiple industries such as fast-moving consumer goods, retail, media, finance, automotive, and medical. The advantage of Nielsen Consulting lies in its strong data collection and analysis capabilities, its world's largest consumer panel and retail network, and advanced data technology and artificial intelligence platforms, which can provide customers with comprehensive, in-depth and accurate market insights and recommendations. The disadvantages of Nielsen Consulting are its higher price, more standardized service, lack of pertinence and flexibility, and the challenges faced by emerging market research companies.

Ipsos Consulting (Ipsos): Ipsos Consulting is the world's third largest market research company, founded in 1975, headquartered in Paris, France, with operations in more than 90 countries and regions, with approximately 18000 employees, and operating income of 2.18 billion million euros in 2019. Ipsos Consulting's main businesses include branding, marketing, public affairs, social research, innovation, media, customer experience, etc. Its customers cover government, non-governmental organizations, enterprises, media and other fields. The strength of Ipsos Consulting lies in its professional research team, which has the world's largest network of independent researchers, and multiple professional research centers and laboratories, which can provide professional, customized and innovative market research and consulting services to customers. The disadvantages of Ipsos Consulting are its small size, insufficient market coverage, and the pressure of change and competition in the market research industry.

iResearch Consulting Company (iResearch): iResearch Consulting Company is China's largest Internet market research company, founded in 2002, headquartered in Shanghai, mainly concentrated in China, with about 500 employees, and operating income of about 0.3 billion yuan in 2019. The main businesses of iResearch include Internet industry analysis, Internet user behavior analysis, Internet advertising effect analysis, Internet financial analysis, Internet education analysis, etc. Its customers are mainly Internet companies, such as Alibaba, Tencent, Baidu, Jingdong, Meituan, Didi, etc. The advantage of iResearch lies in its in-depth understanding and focus on the Internet market. It has the world's largest Internet user behavior database and authoritative reports on multiple Internet industries. It can provide customers with the latest, most complete and most professional Internet market insights and suggestions. The disadvantage of iResearch is that its business is relatively single, its service is relatively homogeneous, it lacks differentiation and innovation, and it faces competition and impact from other market research companies.

Competitive analysis of Champu Consulting in the field of market research:

The competitive advantage of Shangpu Consulting Company in the field of market research lies in its comprehensive service capabilities. It can provide customers with a full range of market research services such as market analysis, market forecasting, market research, and market strategy, as well as related investment and financing. Value-added services such as consulting and IPO listing consulting meet the diverse and personalized needs of customers. The competitive disadvantage of Shangpu Consulting is its low brand awareness, small market share, and the pressure of strong international and domestic competitors.

Champu Consulting's competitive advice in the field of market research:

Enhance brand awareness and influence, publicize and promote the market research services of Shangpu Consulting Company through various channels and methods, improve customer awareness and trust, and expand market share and customer base;

Enhance service quality and effectiveness, improve the accuracy and reliability of market research services through continuous data collection and analysis, improve the professionalism and practicality of market research services through continuous innovation and optimization, and improve the satisfaction and loyalty of market research services through continuous communication and feedback;

Expand the scope and field of services, develop and launch new market research services according to market changes and customer needs, cover more industries and fields, provide more values and choices, and form its own core competitiveness and differentiation advantages.

2. competitors in the field of investment and financing consulting.

Investment and financing consulting is one of the main businesses of Shangpu Consulting Company, which mainly provides customers with investment opportunity assessment, investment plan design, investment risk management, financing demand analysis, financing plan selection, financing channel search and other services. The main competitors in the field of investment and financing consulting are the following:

McKinsey Consulting (McKinsey): McKinsey Consulting is the world's largest management consulting firm, founded in 1926, headquartered in New York, USA, with operations in more than 60 countries and regions around the world, with approximately 31000 employees and 2019 operating income of $10.8 billion. McKinsey Consulting's main businesses include strategic consulting, organizational consulting, operations consulting, organizational consulting, digital consulting, functional consulting, etc. Its clients cover the public sector, private sector, social sector and other fields. The advantage of McKinsey Consulting Company lies in its excellent brand reputation. It is known as "Harvard of consulting industry". It provides high-end consulting services for the world's largest enterprises and institutions. It has the world's best consulting talents and the most advanced consulting methods and tools, which can provide customers with the highest level of strategic thinking and executive support. The disadvantages of McKinsey Consulting are its extremely high price, conservative service, lack of flexibility and innovation, and the competition and challenges faced by other management consulting companies.

Deloitte Consulting (Deloitte): Deloitte Consulting is one of the world's largest professional services companies. Founded in 1845 and headquartered in London, UK, it has operations in more than 150 countries and regions around the world, has approximately 32000 employees, and has operating income of US $46.5 billion in 2019. Deloitte Consulting's main businesses include audit, tax, consulting, risk, finance, etc. Its clients cover energy, finance, consumer, manufacturing, technology, medical and other industries. The advantage of Deloitte Consulting lies in its comprehensive service range, which can provide customers with consulting services in strategy, operation, human resources, technology, finance and other aspects, as well as related professional services such as audit, tax, risk, finance and so on. to meet the one-stop needs of customers. The disadvantages of Deloitte Consulting are the varying quality of its services, the use of a decentralized partnership system, the differences in service levels and standards across regions and sectors, and the competition and pressure from other professional services firms.

Ryan Consulting (Ryan): Ryan Consulting is the largest investment and financing consulting company in China. Founded in 2004, headquartered in Beijing, its business is mainly concentrated in China, has about 1000 employees, and its operating income in 2019 is about 1 billion yuan. Ryan Consulting's main businesses include investment consulting, financing consulting, merger and acquisition consulting, listing consulting, asset management, etc. Its customers are mainly small and medium-sized enterprises, such as Xiaomi, Meitu, Kuaishou, Pinduoduo, Cat's Eye, etc. The advantage of Ryan Consulting lies in its deep understanding and rich experience in the Chinese market, its extensive industry knowledge and resources, and a strong network of investment institutions and government departments, which can provide customers with the most suitable investment and financing advice and solutions. Program. The disadvantage of Ryan Consulting is that its business is relatively single, its service is relatively homogeneous, it lacks differentiation and innovation, and it faces competition and impact from other investment and financing consulting companies.

Competitive analysis of Champu Consulting in the field of investment and financing consulting:

The competitive advantage of Shangpu Consulting in the field of investment and financing consulting lies in its flexible service model, which can provide customized investment and financing consulting services according to the different needs and characteristics of customers, as well as related market research, IPO listing consulting and other value-added services to meet the diversified and personalized needs of customers. The competitive disadvantage of Shangpu Consulting is its small size, low brand awareness, and the pressure of strong international and domestic competitors.

Champu Consulting's competitive advice in the field of investment and financing consulting:

Establish brand image and reputation, publicize and promote the investment and financing consulting services of Shangpu Consulting Company through various channels and methods, improve customer awareness and trust, and expand market share and customer base;

Improve service efficiency and effectiveness, improve the accuracy and reliability of investment and financing consulting services through continuous data collection and analysis, improve the professionalism and practicality of investment and financing consulting services through continuous innovation and optimization, and improve the satisfaction and loyalty of investment and financing consulting services through continuous communication and Feedback;

Expand the scope and field of services, develop and launch new investment and financing consulting services according to market changes and customer needs, cover more industries and fields, provide more values and choices, and form its own core competitiveness and differentiation Advantage.

3.Competitors in the IPO advisory space

IPO listing consulting is one of the main businesses of Shangpu Consulting Company. It mainly provides customers with pre-listing market evaluation, financial audit, legal compliance, internal control, information disclosure and other services, as well as post-listing market maintenance, investor relations, M & A and restructuring services. The main competitors in the IPO advisory field are the following:

PricewaterhouseCoopers Consulting (PwC): PwC Consulting is one of the world's largest professional services companies. Founded in 1849 and headquartered in London, UK, it has operations in 157 countries and regions around the world, has approximately 28000 employees, and has an operating income of US $42 billion in 2019. PricewaterhouseCoopers Consulting's main businesses include audit, tax, consulting, risk, finance, etc. Its clients cover energy, finance, consumption, manufacturing, technology, medical and other industries. The strength of PwC Consulting is its excellent brand reputation. It is known as one of the "Big Four Accounting Firms". It provides high-end professional services to the world's largest enterprises and institutions. It has the world's best Professional talents, as well as the most advanced professional methods and tools, can provide customers with the highest level of professional thinking and executive support. The disadvantages of PricewaterhouseCoopers are its extremely high prices, conservative services, lack of flexibility and innovation, and the competition and pressure from other professional services companies.

Roland Berger Consulting (Roland Berger): Roland Berger Consulting is one of the world's largest independent management consulting companies. Founded in 1967, it is headquartered in Munich, Germany, and has operations in 35 countries and regions around the world. 2.4 thousand employees, with operating income of 1.2 billion euros in 2019. Roland Berger Consulting's main businesses include strategic consulting, operational consulting, organizational consulting, digital consulting, functional consulting, etc. Its customers cover automotive, energy, finance, consumer, manufacturing, technology, medical and other industries. Roland Berger Consulting's advantage lies in its independent ownership structure, which is fully owned and managed by its partners, and its ability to provide clients with independent, objective and neutral consulting services, as well as related value-added services such as investment, mergers and acquisitions, and listings, to meet the long-term and comprehensive needs of clients. The disadvantages of Roland Berger Consulting are its small size, insufficient market coverage, and the competition and challenges faced by other management consulting companies.

Cinda Consulting Company (Cinda): Cinda Consulting Company is one of the largest state-owned investment and financing consulting companies in China. It was established in 1999 and is headquartered in Beijing. Its business is mainly concentrated in China. It has about 500 employees and has an operating income of about 0.5 billion yuan in 2019. The main business of Cinda Consulting Company includes investment consulting, financing consulting, merger and acquisition consulting, listing consulting, asset management, etc. Its customers are mainly state-owned enterprises and government departments, such as Bank of China, China Mobile, PetroChina, China Electric Power, China Railway, etc. The advantage of Cinda Consulting Company lies in its strong government background and resources. It is affiliated to China Cinda Asset Management Company. It can provide customers with policy support, financial support, channel support and other advantages, as well as related debt restructuring and non-performing Asset disposal and other value-added services to meet the special and urgent needs of customers. The disadvantage of Cinda Consulting is that its business is relatively single, its service is relatively conservative, it lacks competitiveness and innovation, and it faces competition and impact from other investment and financing consulting companies.

Competitive analysis of Champu Consulting in the field of IPO listing consulting:

The competitive advantage of Shangpu Consulting Company in the field of IPO listing consulting lies in its professional service ability. It can provide customers with services from market evaluation, financial audit, legal compliance, internal control, information disclosure and other services before listing, to post-listing services such as market maintenance, investor relations, mergers and acquisitions, and related value-added services such as market research, investment and financing consulting, meet the full and comprehensive needs of customers. The competitive disadvantage of Shangpu Consulting is its small size, low brand awareness, and the pressure of strong international and domestic competitors.

Champu Consulting's competitive advice in the field of IPO listing consulting:

Establish brand image and reputation, publicize and promote the IPO consulting services of Shangpu Consulting Company through various channels and methods, improve customer awareness and trust, and expand market share and customer base;

Improve service efficiency and effectiveness, improve the accuracy and reliability of IPO listing consulting services through continuous data collection and analysis, improve the professionalism and practicality of IPO listing consulting services through continuous innovation and optimization, and improve the satisfaction and loyalty of IPO listing consulting services through continuous communication and Feedback;

Expand the scope and field of services, develop and launch new IPO listing consulting services according to market changes and customer needs, cover more industries and fields, provide more values and choices, and form its own core competitiveness and differentiation Advantage.