How to write the analysis of market competitiveness? If an enterprise wants to expand, it needs to know its own competitiveness, which depends on its internal and external environment. Let me share with you how to write the market competitiveness analysis. Let's have a look.
How to write an enterprise competitiveness analysis of 1
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.
SWOT analysis of enterprise competitiveness
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 II. Analysis of product competitiveness
Enterprise strength. The enterprise that produces products is the best measure, and it is very logical to judge products on this basis. Enterprise strength is reflected in many aspects, such as production scale, sales revenue, technology accumulation and so on.
Brand value. Every product has its own brand. Whether the brand of this product has a good recognition, whether it has a certain reputation and word of mouth, and whether this brand affects the choice of customers when comparing products requires a lot of data reference.
Satisfaction. Whether people are satisfied with the product or not, and whether it has a bad influence on word of mouth, all these need to be deeply explored.
Cost performance. Whether the price and function of the product can reflect a cost-effective ratio and whether the positioning of the product is high-end or low-end, these two aspects must be judged one by one.
Product innovation. Whether the products are constantly innovating and whether they are doing well in meeting the needs of different guests should be considered one by one. Can examine whether the product has a high technical content, whether it can continuously introduce new products.
Sales ability. Whether a new product can be sold quickly and widely in a very short time after it comes out is also the embodiment of sales power.
How to write market competitiveness analysis 3 i. Market analysis
(1) Analyze the development history and trend of the market and explain the development stage of the product in the market;
(2) Comparative analysis of this product and similar products;
1, the main product in the current market.
2. What are the applicable legal advantages of our products or services?
(3) Statistic the current market volume and the share of competitors, and analyze the share of this product.
1, the main competitor in the market.
2. The strength of these opponents
How will they react when you enter the market?
4. What are the decisive factors in the market competition?
(four) analysis of product consumer group characteristics, consumption patterns and factors affecting the market.
1. What kind of customers are buying our products?
2. What considerations will affect their choice?
3. Who participated in the customer's purchase decision?
4. Customer loyalty to the brand
(5) Target market
1, overall market size, potential customers and distribution areas
2. Customers, competition and profits that are conducive to marketing growth in the market.
3. The impact of the market.
(6) Distribution channels
(seven) the basis of pricing
1, conditions for controlling product prices
2. Pricing of market competitors
(8) Publicity and marketing
1. How do market competitors advertise?
2. Relationship chain of industry
Second, policy investigation.
(a) Analyze whether there is any policy "support" or "restriction";
(2) Analyze whether there is "support" or "interference" from local governments (or other institutions).
Three. Technical and time analysis
(1) Analyze this product from a technical point of view. "Can it be done?" "Are you doing well?" ;
(2) Is it too late to develop this product and put it on the market according to the normal operation mode?
(3) Can the personnel within the budget be in place in time?
(4) Can the hardware and software in the budget be in place in time?
Fourth, cost-benefit analysis.
(1) Estimated total cost;
(2) Estimated total income.
Situation analysis of verb (abbreviation of verb)
(1) What are our advantages? How can we take advantage of these advantages?
(2) What are our weaknesses? How can we reduce the impact of these weaknesses?
(3) What opportunities does the market offer us? How do we seize these opportunities?
(4) What threatens our success? How can we effectively deal with these threats?
Intransitive verb others
Such as intellectual property analysis.
(a) Analyze whether there are some patents that will hinder the development and promotion of the product;
(2) Analyze whether the product can be protected by intellectual property rights and how to obtain it.
Seven. Comprehensive evaluation and suggestions