With the continuous development of society, the pressure of people's life and work is increasing, and there is competition in all walks of life. Let's take a look at the relevant contents I collected about how to write market competitiveness analysis. Welcome to reading.
Analysis of Market Competitiveness 1 How to Write 1. Market Structure
1, market capacity and pattern
What is the capacity of the whole market at present, and what is the competitive pattern? In more mature business areas, major analysis institutions will have professional consulting reports for reference, which will help us to obtain the overall overview information. However, if our business field is just emerging, it will not be so easy to see the market pattern clearly. For example, SaaS in various vertical industries.
From the perspective of the author's field, players have entered one after another in 20 14 years, all of which are emerging startups. It was not until the beginning of 20 16 that several giants began to lay out. Moreover, the development trend of mobile internet and the external investment and financing environment have had a great impact on this field.
But this does not affect our judgment on the overall trend, such as how big the whole plate is, who is the main force and how to deal with it, which are the basis of our business development.
2. Potential growth market
The rise of internet thinking in recent years tells us countless stories about starting small, starting small, doing quantity first and then realizing it. But all stories will return to the commercial value itself. If the current market capacity of the business field has a ceiling, where will the products and companies go next? We can look at what the potential growth market is and how competitors are laid out in these places.
For example, the layout of a push service company after the C round is worth pondering. Another example is 360, including antivirus, security guards, browsers and advertising game hardware.
3, the main competitors competitiveness evaluation
The evaluation of competitors' competitiveness here is more about the evaluation of competitors' companies. It can be analyzed by management models such as Porter's Five Forces. Please refer to management books for specific practices.
Second, products and solutions.
1, competitor organization structure
We can first understand the organizational structure of our competitors. Who is the management, and what is their background and ability? This is known from public information and industry word of mouth. There are also the organizational structure and number of people in the departments of products, technology, marketing and sales. As long as you do your homework, you can get it, such as industry news and recruitment information.
2. The position of the product in the competition.
This is more difficult. It needs to cross-analyze all kinds of intelligence information, and then make empirical inference. Take the business of the author company as an example. At the beginning of the year, when we analyzed competing products, we also accepted a large domestic Internet company as a competitor, but they did not launch a direct target product. However, the author learned from a certain channel that a similar project has been hatched internally, and the underlying technology of the company's current commercial products can be used for research and development and our benchmark products. Later, at the end of this year, the company launched related commercial competing products. Many of the incubation projects of large companies are for the purpose of testing water or enriching the product matrix, unlike startups that focus on one or two products, which are supported by resources.
3, product positioning and target customer segmentation
Even if it is a completely targeted product, the product positioning and target users are different because of the different resources and capabilities of different opponents. For example, several mature data analysis tools popular in the market at present. A focuses on no buried point, with high customer unit price, mainly for large and medium-sized customers. B focuses on privatization deployment, with high cost performance, and is also a large and medium-sized customer. C also focuses on no buried point, low price, mainly for small and medium-sized customers. Positioning and target users will determine the marketing, service and sales strategies of competitors.
4. Analysis of solutions and core technologies
This is the most discussed competitive analysis in other articles. The difficulty here lies in the acquisition of information. The acquisition of enterprise products is not as easy as consumer products, especially some privatized software products. Get product introduction, technical white paper, competing product trial, competing product customer feedback, industry meeting, resigned employees, etc. From various public and private sources. It's easier said than done, and it involves a lot of gray scales, so I won't say it.
5, official website, user background product analysis
Background information about official website and users is relatively easy to obtain. This can reflect the strength of competitors from the side. We can mainly look at the following aspects: functional structure, information architecture and user experience.
Third, marketing strategy.
Generally speaking, large factories have strong financial resources and push new products high above them. For example, a large factory promoted cloud services this year. Since it has been slower than other companies to enter this field, it launched several products from the level close to customers' business. First of all, several products were tested and inspected for one year. Then integrate into a brand at the right time, with the endorsement of the company's brand, make a collective voice in major scientific and technological media channels and offline exhibitions, and combine KOL to expand the brand influence in various products and technology circles.
In terms of advertising and SEM, take the results as the center, buy out a large number of keywords and major advertising spaces, strengthen data monitoring, and continuously optimize advertising.
Relatively speaking, the marketing means and resources of startups are much less. Generally speaking, it is necessary to monitor marketing strategies such as competitive advertising, SEM, exhibition and PR.
Fourth, service strategy.
Service level is an important factor to consider the business ability of an enterprise service product supplier. Although most enterprise service providers are printed with the words "7*24", in fact, it is not easy to start.
The internal service resources and processes of competing products may not be easy to obtain, but we can realize the quality of docking service personnel from the process of trying competing products.
Such as the convenience of obtaining service support, the responsiveness of solving problems, the completeness and readability of technical support documents, etc.
How to write market competitiveness analysis 2 enterprise competitiveness analysis
After an enterprise's brand products enter a certain market, it makes a comprehensive analysis of its internal operating environment and external competitive environment, finds out and develops favorable factors, and manages and evades unfavorable factors.
Competitiveness analysis method
The competitiveness of enterprises comes from the consideration of two latitudes: first, the analysis of external environmental conditions, the development of major industries and competitors, and the advantages and disadvantages of enterprises entering the market; The second is the analysis of internal environmental conditions, mainly the analysis of the advantages and disadvantages of enterprises themselves, as well as the threats and opportunities existing in various enterprises in the industry.
Definition of market classification
Market classification means that enterprises comprehensively investigate various markets from four aspects: market resources, human input conditions, customer resources and marketing costs, and classify the markets.
Necessity of classification
Different markets have different market potential.
Different marketing requirements are different.
The company's resource decision needs targeted market operation.
Value of classification
Basis for establishing market and manpower establishment
Basis for sales terminal to make target plan
Data base for designing strategic planning map
classified index
Four conditions for investigating whether the market has development potential:
Talent: whether there is a talent advantage in the local area and the difficulty coefficient of manpower training.
Resources: What are the customer resources and market potential?
Customer: Can linkage be formed, can it spread to other regions, and can customer development be sustainable?
Cost: the enterprise's own marketing cost and customer purchase cost.
Market type
Core market: the main profitable market. Key investment and focus areas of enterprise resources
A market with future development. Such as mature resources, the first choice to attack the market.
Potential market: a market where resources can be integrated. Because of the great market potential, mature industry ecology, great competitive pressure and high development cost.
Development market: a market that only does basic publicity. The consumption potential is relatively immature, so we don't plan to develop it at this stage, but we can do some basic publicity to enhance the brand and product awareness.
Risk market: an evaded market. The market has entered vicious competition, or because of the high population, economic environment and channel cost, the risk of entry is high.
How to write market competitiveness analysis 3 environmental analysis
Industry environment is the external environment that has the most direct influence and the greatest effect on enterprises.
structural analysis
The analysis of industry structure mainly involves the capital structure and market structure of the industry. Generally speaking, it mainly analyzes the barriers to entry and the degree of competition in the industry.
market analysis
The main content involves the nature, requirements and development of the industry market demand, the market capacity of the industry, the distribution channel mode and sales mode of the industry.
Tissue analysis
This paper mainly studies the requirements and realistic reflection of the industry on the survival state of enterprises. The main contents are: the correlation within the enterprise, the degree of specialization and integration within the industry, the level of economies of scale, organizational change and so on.
Growth analysis
Refers to the analysis of the growth stage and development direction of the industry. Of course, these contents are only a part of routine analysis, and there are many general and specific contents in these analyses. For example, in industry analysis, it is generally necessary to make a dynamic analysis of the industry life cycle, especially to look at the changes in the company's market sales trend and value in combination with the changes in the industry cycle.