Why analyze it? Analyze what? How to analyze it?
These are three problems that analysts have to face.
This is also the problem that this article will talk about.
Part I: Why do you want to analyze it?
Of course, it is to solve the problem I am facing now. This is the answer that many people blurt out.
Yes, "solving business with business". From business cases, we can find the underlying logic, sum up the underlying problems and solutions. When we encounter similar problems in actual business, we can learn from their methods and do business by business.
The catering industry, especially some food cities dominated by office workers, has relatively concentrated dining time and high requirements for food delivery speed. How to improve the speed of food delivery is a problem faced by many businesses.
You can ask some experienced people or go to some fast food restaurants. Without these resources, studying business cases is the fastest way.
The documentary "Entrepreneur" with the theme of McDonald's entrepreneurial history tells the story of McDonald's from its founding to becoming a chain giant. By adjusting the arrangement of kitchen utensils and optimizing the process, Mai Brothers built a "high-speed food delivery system", which solved the problem of fast food delivery in a short time.
Then, can these stores also try to optimize the kitchen process and create their own unique high-speed dining system, so as to improve the dining efficiency?
Part II: What do we learn from business cases?
This paper mainly studies from two aspects: time horizontal axis and multidimensional vertical axis. These two aspects constitute the framework of the business case. 13
13 the so-called "time horizontal axis" refers to the different stages that an enterprise has experienced over time. From the perspective of development, many businesses can generally be divided into: introduction period, growth period, maturity period and decline period. When we study a business case, we don't have to study it from the initial stage to all the stages now. We only need to study a certain stage corresponding to its business case according to the stage of our business, which saves time and is efficient.
Let's talk about the "multidimensional vertical axis". At every development stage of an enterprise, there are some important turning points and some life-and-death decisions, which may be in the dimension of capital, such as how to introduce investment or how to increase cash flow; It may also be a geographical dimension, such as opening stores in first-tier cities or opening stores in second-and third-tier cities; Or the whole environmental dimension, for example, it happens that the country is vigorously developing an industry or overhauling an industry.
Of course, there are many other dimensions, and specific cases are analyzed. It is also the introduction period, when large companies with abundant funds build brands and small companies start to build brands, the problems they face and the methods they adopt are definitely different.
According to their actual situation, choose the appropriate stage and dimension, and make a detailed analysis.
Part III: How to study business cases?
According to our second part, the specific analysis method of business cases can be divided into three steps.
The first step: first sort out the development context of the whole case object and determine the starting point and end point of each stage on its time axis. This foundation must be solid.
We can sort it out through movies, douban, biographies of founders, websites, WeChat and Zhihu. In this regard, I need to emphasize that if the case studied is classic, then it is recommended to search for videos related to film and television. McDonald's, Starbucks and Facebook all have related documentaries, which can help you sort out the whole development context accurately and quickly. Then there is some information collection in words.
Step 2, choose the stage you need to learn, and then focus on the following points:
From which dimensions can I analyze and which are the key dimensions of my research; The nodes that affect its key direction are some unknown points, but they are very enlightening to the latecomers; There is no unreasonable place; Find problems by associating cases and comparing cases.
The third step: output forced input, looking for relevant material support and theoretical basis.
Source: people you can ask for help; Get books; And others.
In this way, the basic framework and content of a case analysis are formed.
If an individual analyzes a case, the above three steps basically complete a case analysis. If you are working with others to complete a case, you may need to pay attention to the following questions.
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The team will conduct a case study. The most common scene is that the team leader says that he is responsible for investigating which aspect, and you are responsible for investigating which aspect, I will investigate which aspect. For an unknown case, this preconceived division of investigation will easily lead to two problems: 1. Like a blind man touching an elephant, he only saw part of it. If there is no holistic view, it is likely to lead to four-sided analysis, but it fails to grasp the key points. 2. If a person has something to do temporarily, it will delay the progress of a certain aspect and lead to missing corners.
How to avoid this situation?
Everyone looks up information, shares valuable information on WeChat in time, and conducts intra-group communication and collision every night. This has four advantages:
1. Avoid repeated data collection, and the data collected by the two are complementary to each other, saving time;
2. Everyone has a holistic view and avoids the lack of angle caused by personal factors.
3. communicate at a fixed time, overcome inertia and play a supervisory role: this way forces the other party to have new gains every day, otherwise how to explain to teammates at night.
4. Information exchange, constantly colliding with new sparks, and finally reaching a consensus on the key points of case analysis.
To sum up, I made a disassembly analysis from why to learn, what to learn and how to learn business cases. In the future business case analysis, you can try it, which may get twice the result with half the effort.