? Rothschild's competitor analysis model
Rothschild is a commonly used competitor analysis model and an analysis framework designed by 1979. He divided the necessary information into five independent parts, which were used to evaluate competitors' creativity and design ability, production ability, market ability, financial ability and management ability, and each competitor's ability contained specific core content. For details, please refer to the competitor's competitiveness analysis model in the figure below.
Competitor analysis model
In addition to the competitor analysis model, enterprises also need to understand five aspects:
Combining the five dimensions of the above competitiveness analysis model to analyze market competition, our enterprise must understand the five aspects of competitors' problems:
1) Who are the competitors?
2) What is their strategy?
3) What are their goals?
4) What are their advantages and disadvantages?
5) What are their reaction patterns?
Four reaction types of competitors
Every competitor has certain business philosophy, some internal culture and some dominant beliefs. Most competitors have the following four reactions:
Calm competitors: competitors will not react quickly or strongly to the actions of specific competitors. The reason may be that competitors lack funds or feel that customers are loyal to them; Selective competitors: competitors may only respond to certain types of attacks. We need to know where competitors will react and provide the most feasible attack type for the company.
Fierce competitors: such companies will respond quickly and strongly to attacks in their own fields.
Random competitors: competitors do not show predictable reaction patterns. Many small companies are random competitors, and their competition is unpredictable.
Through the competitor analysis model, we can collect useful data more efficiently and analyze competitors accurately. Of course, before this, you must also know who the competitors are, their strategic goals, strengths and weaknesses, reaction patterns and other information. The above Zhengrui Consulting summarized and analyzed how to analyze competitors, hoping to help you.