How to write a market competition analysis of a product

Competition analysis is generally the analysis of opponents, and there is generally little competition in industries without opponents, which is the so-called monopoly. Main Analysis:

Market share.

This is an important criterion for determining opponents, and the share of the product in certain markets determines your main policy and strategy against competitors);

Channel (placed in the second place, because if only in terms of goods or products, the sales channel is mastered.)

It is half of the battlefield initiative that is mastered, and many market wars are mainly fought for the channel);

Promotion or simple marketing ideas (if you say that gathering is the idea of the initiative, promotion is the political offensive in the rear, how to make your consumer groups, identify with your products, and your concept to win more consumers, and strive for more channels to expand their battlefield is to rely on this link);

**(In the end, it is because in the Chinese market is the last or this millennium unchanged problem,**, he is like a war, ammunition supply is the last**, in a broad sense, including your promotion and marketing spelling, these are ultimately calculated in your **cost.) And this part is to be directly replaced by the consumer, so the last thing is written**.

At work, you will encounter a variety of analysis reports, such as business status analysis, sales trend analysis, equipment failure analysis, human resource situation analysis, etc., which is the most basic work skill in the work, but there are not many people who can really write the analysis report well.

Since we want to analyze a thing, there are three elements, one is the goal, which can also be the standard or the goal to be achieved, the second is the current situation, that is, what the current situation is, to find out the gap from the goal, and the third is the reason, since there is a gap between the current situation and the goal, there must be a reason. With these three elements, plus the countermeasures needed to achieve the goal, a good analysis report is produced.

1. Historical sales review.

Second, the current market competition situation Third, SWOT analysis, to find out the opportunities, threats, advantages and disadvantages of the enterprise itself. Fourth, according to the SWOT analysis, formulate the corresponding marketing strategy combination.

It's not enough to describe all aspects in words, the market involved, the advantages and disadvantages of competitors.

1. Enterprises in the industry: Confrontation between existing competitors: share competition, balanced competition, differential competition, and diversified competition 2. The threat of new invaders

3. The threat of substitutes: the pressure from substitutes 4. The threat of the supplier: the supply and demand relationship between the enterprise and the supplier, the difference in the competitive structure between the enterprise and the supplier, the position of the enterprise in the supplier's business, the power comparison between the supplier and its substitutes, the difference between the supplier and its conversion cost 5, the threat of the buyer:

The main threat to businesses is bargaining power.

Extended information: 1. High-quality competitive strategy.

High-quality competitive strategy refers to the enterprise to high quality as a means of competition, that is, to establish a high-quality corporate image, and hope to surpass competitors with high quality in the competition.

The main issue to be addressed in implementing this strategy is how to recognize and shape high quality. In the early 90s of the 20th century, the marketing community proposed"Total Quality Marketing"(Total Quality Marketing):

1.High quality should pay attention to the performance quality of the product. Including the function, durability, firmness, reliability, economy, safety, etc. of the product;

2.High quality should be based on customer needs. --Performance quality"High"is relative, to be moderate;

3.High quality should be reflected in the activities of the enterprise and the whole process of creating value.

4.High quality is constantly improving in comparison.

As a competitive strategy, the advantage of high quality is obvious: it is the premise and foundation of all means of competition, and it is also the basis for establishing a good corporate image.

Second, low-cost competition strategy.

The low-cost competition strategy refers to the fact that enterprises use low cost as the main means of competition, in an attempt to make themselves have an advantageous position over other enterprises in the same industry in terms of cost.

The key to achieving a low-cost strategy is to play a role in economies of scale, so that the scale of production can be expanded, the output will increase, and the fixed cost per unit of product will be reduced. In the process of expanding the scale of production, strive to do:

1.Obtain the raw materials and labor required for production at a low level;

2.Use advanced machinery and equipment to increase output, improve equipment utilization, labor efficiency and product qualification rate;

3.Strengthen the control of costs and management expenses.

To achieve a low-cost strategy, you can sell products lower than competitors and increase market share; It is also possible to sell products at the same price as competitors to achieve higher profits. The low-cost strategy was popular in the 70s of the 20th century, and it lost its meaning when peer companies used various measures to minimize or approach the limit.

1. Macro market analysis: the general environment in the market, how much is the market capacity, and what policies are available; How many similar business competitors exist.

2. Competitor analysis: profit model.

Analyse. Analysis of the online market and offline market, how the opponent makes a profit, whether it is a membership service fee or a sales profit.

investment dividends, etc.; Analysis of promotion methods. The main publicity methods of the opponent, advertising, what means to promote and contact customers, whether it is an exhibition or **self**.

Community. What is the nature of competitors, foreign enterprises, state-owned enterprises, joint ventures. Scale, corporate culture.

What is the competitor's main product, brand, product structure, distribution channel. Competitor segment analysis. What are the main target customers, what are the sales slogans and service concepts; In addition, for the target competitors of the main collapse draft, it is necessary to analyze the team structure, leadership style, sales scale, and corporate culture of his group filial piety, observe the movements and methods of the opponent at any time, and always prepare two or three Youyou crisis response plans to deal with them.

Competitive analysis generally refers to competitive strategy analysis, competitive strategy analysis, is to explain clearly "industry", "competition", "strategy" three aspects, the main purpose of competitive strategy analysis is to understand the business conditions of competitors, understand the future needs of target customers and discover new consumption points and new customer groups to finally achieve a dominant position in future market competition activities.

What to analyze: what it means.

1. Industry concept, overall status quo (including the scope of the trembling industry, industry composition, historical total), industry development trend (policy, demand and technology trends, etc.) - talk about "industry";

2. The development status and development trend of important sub-sectors - production status and demand status, development trend - talk about "industry";

3. The competition pattern of the main enterprises in the industry - the competition pattern is the total number of enterprises producing similar products, the competitive concentration of the market and the competition pattern of the value chain of the enterprise, etc.) - "competition";

4. The choice of industry development strategy (combined with the current situation and trend of supply and demand, as well as the pattern and intensity of the current market competition to analyze and elaborate on the key development strategy)) - talk about "strategy".

Analytical Methods

The most basic way to do a good job in competitive strategy analysis is to clarify "one premise, three cores, and one guarantee".

One premise is to analyze what kind of opportunities and limitations the industry environment has created for the enterprise, and the enterprise should take advantage of the trend if it succeeds.

Find the direction of industry development and seize the endogenous opportunities of the industry itself is what a single enterprise can do.

The three cores are: first, what kind of products and services to compete; Second, in what kind of target market.

Compete; Third, what kind of strategy to compete. Enterprises need to establish a competitive product portfolio, identify the demand characteristics and driving value factors of the target market, and then focus on the core driving factors in the competitive strategy to provide core value;

A guarantee is the resource guarantee measures, implementation plan and organizational management model necessary for the enterprise to eliminate effective competition.

Wait. In addition, enterprises to do a good job in competitive strategy analysis, but also need to clarify several core propositions according to the company's own situation, find answers in the analysis process, combined with the "one premise, three cores, one guarantee" mentioned above, then be able to do a good job in the competitive strategy of enterprises systematically and focused.

Broadly speaking, it is the analysis of the market economy, perfect competition refers to such a state, a certain market is a lot of envy of producers and many consumers, no producer or consumer can change the market through the production or purchase of the decisive spring (decision) can change the market of goods. Imperfect competition and perfect competition are just the opposite of perfect competition, for example, monopoly, most of the market share is in the hands of a few companies, such as Microsoft's operating system, they can change the market of the product, this is not a kind of perfect competition.

The market competition analysis can be written like this:

1. Enterprise strength.

The enterprise that produces the product is the best measure, and judging the product from this basis has a strong logic. The strength of the enterprise is reflected in many aspects, such as production scale, sales revenue, technology accumulation and so on.

2. Brand value.

Each product has its own brand, whether the brand of such a product has a good recognition, whether there is a certain reputation and reputation, when people compare products, whether such a brand affects the choice of guests, which requires a lot of data reference.

3. Satisfaction.

Whether people are satisfied with the product and whether there is a bad impact on word-of-mouth must be in-depth data mining.

4. Cost-effective.

Whether the product's performance and functionality can reflect a cost-effective performance, and whether the positioning of the product is at the high-end or at the low-end, these two aspects must be judged one by one.

5. Product innovation.

Whether the product is constantly innovating and whether it is in place to meet the needs of different customers must be considered one by one. Whether the product has a strong technical nature, whether it can continue to launch new products, these aspects can be investigated.

6. Sales force.

After a new product comes out, it can be quickly sold to a very wide area in a very short period of time, which is also a manifestation of sales power.

Analysis content: market share: this is an important criterion for determining opponents, and the market share of products in certain markets determines your main policy and strategy against competitors.

Channel: If you only use commodities or products as far as the sales channels you master are half of the battlefield initiative, many market wars are mainly fought for the channel.

Promotion or simple marketing ideas. If it is said that gathering is the feeling of the initiative, promotion is the political offensive in the rear, how to make your consumer group, identify with your products, and your concept to win more consumers, and strive for more channels to expand their battlefield is to rely on this link. **：

Broadly speaking, including promotion, marketing, or **.

Target group and market, different target groups will determine the business model of the company.

For example, for students studying on campus and students studying off-campus, the former company will enter the company with a combination of learning platforms and offline teaching tools, while for students studying off-campus, most companies will directly use the form of tutoring services to cut into the target group.

In most people's minds, the above examples seem to be different solutions for the same target group in different contexts, but in fact they do not analyze the more essential factors, "what causes two different scenarios", and it can be found that the level of learning of the student and the level of teaching in the school will determine which scene the student appears in.

The analysis report template is as follows:

In this way, the purpose, object, scope, process, gains, and basic experience of this situation analysis should be explained, and these aspects should be focused on and do not need to be exhaustive.

or focus on the purpose, time, method, object, and process of the situation analysis, or focus on the subjective situation, or focus on the gains, basic experience, or focus on the problems that the leader is concerned about and the situation analysis to solve urgently.

2. The main body is the main part of the analysis report, which is generally to write the main situation, practice, experience or problem of investigation and analysis. If the content is large and long, it is best to divide it into several parts with a subheading; Where it is difficult to summarize the content in words, the sequence code can be used to indicate the order. There are four basic types of construction of the main part.

3. The writing of the ending is flexible and diverse, such as natural ending, summary ending, revelatory ending, and ** conclusion.

The main strategy:

1. The long-term goal of competitors. An analysis of a competitor's long-term goals can determine whether the competitor is satisfied with the position, how the competitor will change his strategy, and how he will react to external events. The strategic goal of Japanese motorcycle companies in the 70s and 80s of the 20th century is obvious, that is, to fully occupy the United States, the world's largest and best market.

2. Strategic assumptions of competitors. The strategic goals established by each company are fundamentally based on their assumptions.