How to write a product's market competition analysis

Competition analysis is generally an opponent analysis. In industries without competitors, there is generally little competition, which is called monopoly.

what is the main analysis?

1. Market share (this is an important criterion to determine your opponent, and the share of products in some markets determines your main policies and strategies for competitors)

2. Channels (second place, because if you only take commodities or products as an example, the sales channels you have mastered are half of the battlefield initiative. In many market wars, the main fight is the channel)

3. Promotion or simple marketing feeling (if gathering is the feeling of initiative, promotion is the political offensive in the rear, how to make your consumer groups agree with your products, and strive for more consumers with your ideas, and strive for more channels to expand their battlefield depends on this link)

4. Price (last, because the last fight in China market is still the same problem for thousands of years. Price, just like war, ammunition supply depends on the final price, broadly speaking, including your marketing fight or price, which are finally calculated in your price cost. And this part is to change the foundation directly to consumers, so the price is written in the end.

I hope to give you some inspiration

How to analyze competitors

The contents of the competitor survey can include:

A, the number and operational strength of competitors

including the production capacity, output, nature, background, sales volume, sales volume and economy of each opponent.

B. Market share of competitors

Because the market share of competitors in different administrative regions and industries is not the same, the calculation of their market share should also be based on the statistics of different regions and industries.

C. Competitive strategies and means of competitors

include their sales channels, logistics, public relations, services, trends, payment cycle and payment methods, the quality and functions of marketers, and the working mode of salespeople, etc.

D, competitors' products

include their product price, performance, quality, added value, stability, product mix, etc.

e. competitors' technologies

include the procurement of raw materials, the quality of technicians, the strength and trend of research and development, production equipment, production management and the quality of production personnel of competitors.

F, the customer distribution of competitors

includes the customer distribution area of competitors, the focus of industries, the operating status of regional markets, etc.

investigation channels can include:

1, industry newspapers, magazines and networks

2, competitors' customers

3, competitors

4, downstream product sales markets or stalls

5, internal enterprises

6, various exhibitions

7, * * relevant departments and industry organizations. On the surface, it is a very simple job to identify competitors. However, due to the complexity, hierarchy and variability of demand, the rapid development and evolution of technology and the development of industry, enterprises in the market competition face a complex competitive situation, and an enterprise may be defeated by new competitors, or eliminated due to the emergence of new technologies and changes in demand. Enterprises must pay close attention to the changes in the competitive environment, understand their own competitive position and each other's strengths and weaknesses, and only by knowing ourselves and ourselves can they be invincible. We can divide the types of competitors from different angles: 1. From the perspective of industry, there are 1. Existing manufacturers: refer to other manufacturers in the industry that produce the same products as enterprises, and these manufacturers are direct competitors of enterprises. 2. Potential entrants: When the prospect of an industry is optimistic and profitable, it will attract new competitive enterprises, increase the new production capacity of the industry, and demand to re-divide the market share and main resources. In addition, some large diversified enterprises often use their resource advantages to invade from one industry to another. The joining of new enterprises will probably lead to the decrease of product prices and profits. 3. Substitute manufacturer: Other products with the same function and different properties that can meet the same demand are substitutes. With the development of science and technology, there will be more and more substitutes, and all enterprises in a certain industry will face competition with enterprises in other industries that produce substitutes. Second, from the market point of view, there are 1. brand competitors: Enterprises call other enterprises in the same industry that provide similar products or services to the same customers at similar prices brand competitors. For example, in the household air conditioning market, the relationship between manufacturers such as Gree Air Conditioning, Haier Air Conditioning and Mitsubishi Air Conditioning. The products between brand competitors are highly substitutable, so the competition is fierce. All enterprises take cultivating customer brand loyalty as an important means to compete for customers. 2. Industry competitors: Enterprises that provide the same or similar products with different specifications, models and styles are called industry competitors. There is a competitive relationship between all enterprises in the same industry to compete for the market. For example, the relationship between manufacturers of household air conditioners and central air conditioners, and manufacturers of high-end cars and mid-range cars. 3. Need competitors: Enterprises that provide different kinds of products but meet and realize the same needs of consumers are called need competitors. For example, airlines, railway passenger transport companies and long-distance bus companies can meet the needs of consumers to travel. When the train fare rises, the number of passengers by plane and bus may increase, competing with each other to meet the same needs of consumers. 4. Consumer competitors: Enterprises that provide different products to meet different wishes of consumers but have the same target consumers are called consumer competitors. For example, after the income level of many consumers is improved, they can spend their money on traveling, buying cars or buying real estate. Therefore, there is a competitive relationship between these enterprises to compete for consumers' purchasing power, and the change of consumption expenditure structure has a great impact on the competition of enterprises. Third, from the competitive position of enterprises, the types of competitors are 1. Market leader: refers to enterprises that occupy the largest market share in the product market of a certain industry. For example, Kodak is the leader in the photography market, Procter & Gamble is the leader in the daily chemical products market, and Coca-Cola is the leader in the soft drink market. Market leaders are usually in a dominant position in product development, price changes, distribution channels, promotion power and so on. The position of market leader is formed in the competition, but it is not fixed. 2. Market challenger: refers to an enterprise in a secondary position (second, third or even lower position) in the industry. For example, Fuji is a challenger in the photography market, Colgate is a challenger in the daily necessities market, and Pepsi is a challenger in the soft drink market. Market challengers often try to expand market share and improve market position through active competition. 3. Market follower: refers to an enterprise that occupies a secondary position in the industry and is content with a secondary position and strategically follows the market leader. There are a large number of followers in the real market. The main feature of market followers is following. In terms of technology, it is not a pioneer and the first user of new technologies, but a learner and an improver. In marketing, we should not be pioneers in market cultivation, but hitchhike to reduce risks and costs. Market followers constantly improve their skills by observing, learning, learning from and imitating the behaviors of market leaders ...

Analysis content of competitor analysis

Once the competitors are determined, they need to analyze the competitors in the following four aspects in terms of strategy formulation: 1. Objectives and strategies of competitors in each period. 2. Analysis of operating conditions and financial conditions. 3. Analysis of technical and economic strength. 4. Background analysis of leaders and managers.

how to write the market competition analysis plan?

1. Competition background, which is divided into two aspects: big economic environment and small industry environment

2. Dimension analysis of competing products: analysis of market share, scale, advertising investment, brand value and channel coverage among competing products

3. SWOT analysis, which is needless to say, should be known to all planners

4. Market research and analysis. According to the analysis of market research information and combining with the objective factors of competing products and environment, suggestions are given

5. Suggestions for subsequent development planning are given based on the analysis.

There are basically five items.

What does the competitor's ability analysis include?

Reprint the following information for reference.

Competitor analysis

First, the definition of competitors

It is very important to understand the influence of the industry. "Colleagues are enemies" is just a general statement. It is difficult for any enterprise to have enough resources and capabilities, and there is no need to be an all-round enemy with enterprises in the industry. It must handle the main competitive relationship, that is, the relationship with direct competitors. Direct competitors refer to those competitors who sell basically the same products or provide basically the same services to the same customers. The intensity of competition refers to the intensity of competition means adopted by all parties in order to seek competitive advantage.

similar to market segmentation, industries can also be subdivided into different strategic groups. A strategic group (also known as strategic groups) is an enterprise group in an industry that follows the same strategic direction and adopts the same or similar strategy. Only enterprises in the same strategic group are real competitors. Because they usually use the same or similar technology, produce the same or similar products, provide the same or similar services and adopt competitive pricing methods, the competition between them is more direct and intense than that with enterprises outside the strategic group.

second, analyze competitors

after establishing important competitors, it is necessary to make as in-depth and detailed analysis of each competitor as possible, reveal the long-term goals, basic assumptions, current strategies and capabilities of each competitor, and judge the basic outline of its actions, especially the competitors' reactions to industry changes and when threatened by competitors.

1. Long-term goals of competitors. The analysis of competitors' long-term goals can predict whether competitors are satisfied with their current positions, and thus judge how competitors will change their strategies and how they will react to external events. The strategic goal of Japanese motorcycle enterprises in the 1971s and 1981s was obvious, that is, to occupy the largest and best market in the world in an all-round way. Therefore, like Honda, when encountering tariff barriers, it is possible to bypass the restrictions of US tariff barriers by directly establishing factories in the United States.

2. Strategic assumptions of competitors. The strategic goals established by each enterprise are based on their assumptions. These assumptions can be divided into three categories:

First, the theoretical assumptions that competitors believe in. For example, the theory pursued by many American companies is short-term profit, because only profit can support development. Japanese companies believe in the theory of market share and economies of scale. They believe that as long as they can occupy the market and expand the scale of production and sales, the unit cost will drop, and profits will naturally roll in, and then there will be a golden harvest in autumn.

second, competitors' assumptions about their own enterprises. Some enterprises think they are superior in function and quality, while others think they have advantages in cost and price. Brand-name products enterprises may be dismissive of the penetration of low-grade products, while enterprises that win by price will attack the price cuts of other enterprises head on.

thirdly, competitors' assumptions about the industry and other enterprises in the industry. In 1961s, Harley not only had full confidence in the motorcycle industry, but also took Japanese enterprises too lightly, thinking that they were just in the initial learning stage and posed no threat to themselves. However, the Japanese bowed their heads and said, "We are primary school students." On the one hand, I am deeply impressed by the fact that Americans underestimate themselves: see who laughs last. After 21 years of training, Japanese motorcycles have finally achieved positive results in the United States.

In fact, strategic assumptions, whether for competitors or for themselves, should be carefully tested, which can help managers identify the bias and blind spots in their environment. Terrible is that many assumptions are not clearly realized or not realized at all, or even wrong; Some assumptions were correct in the past, but they became less correct due to changes in the business environment, but enterprises are still following the past assumptions.

3. Strategic approaches and methods of competitors. Strategic approaches and methods are specific and multifaceted, and should be analyzed from all aspects of the enterprise. From the point of view of marketing strategy, Honda's marketing strategy ways and methods at least include the following contents: (1) In terms of product strategy, we should cut into the American market with small cars, provide as many models of small cars as possible, and improve the attractiveness of products; After gaining a foothold in the small car market, it will penetrate into the large car market; In terms of price, reduce product cost and sell at a low price through scale advantage and management improvement; In the promotion, establish a new image of motorcycle to distinguish it from Harley's rough style. Facts have proved that these strategic approaches are effective and successful. Relatively speaking, Harley has no clear strategic approach and method. Harley's mother-in-law ......

How to write the competitor analysis in the business plan

What are the advantages and disadvantages of your competitors? What are the types of competitors' reaction modes?

there are four types of competitors' reaction modes, including:

1. calmly competitive: a competitor does not respond quickly or strongly to the actions of a particular competitor. The reasons for the lack of reflection are: believing that customers are loyal to themselves, but feeling little harm to competitors' actions or directly ignoring them; Money can't support the action brought by the reaction.

2. selective competitors: competitors may only respond to certain types of attacks, but are indifferent to other types of attacks. Competitors may often respond to price cuts in order to show that their opponents' price cuts are futile, but why not? However, it may not respond to the increase in advertising costs, thinking that these do not pose a threat. Knowing where the main competitors will react can provide the company with the most feasible type of attack.

3. Fierce competitors: Such companies will respond quickly and strongly to any attack on their own fields.

4. Random competitors: Some competitors do not show predictable reaction patterns. This type of competitor may or may not fight back under any specific circumstances. And according to its economic, historical or other situation, it is impossible to see what competitors will do. Many small companies are random competitors, and when they find that they can withstand this kind of competition, they stand at the forefront of competition; And when the competition cost is too high, they hide behind.

How to analyze the competitive environment

Competitive environment analysis can also be called competitor analysis

Every competitor should be analyzed as deeply and in detail as possible, revealing the long-term goals, basic assumptions and current situation of each competitor.