Industry analysis involves a large number of data forecasting, and the rigorous analysis method is qualitative macro analysis and quantitative statistical measurement. Then, the following is the analysis of enterprise strategic consulting industry that I have compiled for you. Welcome to read and browse.
First, the purpose of industry analysis: looking for? Opportunity gap?
The time limit of industry analysis is usually the next three years, five years and ten years. The purpose of industry analysis is to discover? Opportunity gap? That is, to evaluate the investment value of this industry. Industry analysis is conclusion-oriented, and each PPT of the industry analysis report is a direct demonstration of the conclusion (there can be multiple conclusions). Anything that does not directly support the conclusion should not appear in the report. In the practice of Peking University, some industry analysis reports will name the industry analysis conclusions at the beginning, such as? Serious overcapacity, expanding market scale, low labor costs and vicious competition among automobile manufacturers will all lead to a continuous decline in automobile prices, resulting in a double squeeze of price costs on profits. ?
Second, the dimensions of industry analysis: demand and supply
How to determine the investment value of this industry? It is usually analyzed from two dimensions: demand and supply. Of course, all data need to be based on historical data to predict the future. Demand dimension is the judgment of industry cycle and fluctuation, and the data basis of judgment is market demand scale and growth rate. The supply dimension is the judgment of industry competition, which is judged by analyzing five aspects: entry barriers, threat of substitutes, bargaining power of buyers, bargaining power of sellers and horizontal competition. Its data base is the market concentration, investment, profit rate and accounts receivable turnover rate of each link in the value chain.
Industry analysis involves a large number of data forecasting, and the rigorous analysis method is qualitative macro analysis and quantitative statistical measurement. However, due to the difficulty in obtaining some data and the time limit of the project, reference or reasonable inference is often used to make up for it in practice. During the interview with the consulting company? How many bars are there in Beijing? Questions like this are an examination of computing power.
Third, the key to industry analysis: industry segmentation
Only the analysis of sub-sectors is of practical significance to enterprises. The key index to judge the depth of industry analysis is the degree of industry segmentation, which is also the reason why industry analysis needs long-term accumulation. Strictly speaking, in-depth industry analysis should be at the product level. For example, the machinery industry can be divided into eight categories, among which heavy machinery can be divided into three categories, mining metallurgical machinery can be divided into five categories, and smelting rotary equipment can be divided into eighteen products. The supply and demand analysis of these eighteen products is in-depth industry analysis. But in practice, enterprise strategy formulation does not need such in-depth industry analysis, and three-level industry analysis is enough, and further in-depth is the scope of project feasibility study.
Fourth, the convergence of industry analysis and competitive strategy: benchmarking analysis/competitor analysis
Industry analysis mostly involves the analysis of outstanding enterprises in the same industry, including benchmarking analysis and competitor analysis. Benchmarking analysis is common in the strategic consultation of state-owned enterprises and institutions, because such enterprises/units are constrained by the system and it is difficult to innovate to a great extent. Learning from the existing experience of excellent enterprises and achieving low-risk and steady development are two ways.
In industries with high market competitiveness, competitor analysis is a very important module in strategic consulting. The purpose of competitor analysis is not to learn, but to find the weaknesses under the advantages of competitors and prepare for the next differentiated positioning. The analysis of competitors mainly focuses on two contents, positioning and matching. Positioning, that is, the positioning of enterprises/products in the market. For example, Spring Airlines is positioned as a low-cost airline. Matching refers to the strategic choices made by enterprises in order to obtain positioning. For example, Spring Airlines adopts single aircraft (Airbus A320), single cabin (economy class), high passenger load factor, low sales cost and other competitive strategies. The weakness of competitors' advantages lies in positioning and matching. For example, Mercedes-Benz is positioned as a classic with profound connotation and calm atmosphere; Its inevitable weakness is propaganda and vitality. At this time, BMW appeared, and its positioning was driver-centered, which was more maneuverable and dynamic. Competitor analysis is looking for? Mercedes? Weaknesses, for architecture? BMW? Lay a good foundation.
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