How to write market competitor analysis?

Question 1: How to write a competitive analysis For a product's market competitive analysis, it is generally an opponent analysis. In an industry without rivals, 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 competitors. The market share of products in some markets determines your main policies and strategies for competitors.

2. Channels (in the second place, because in terms of commodities or products alone, the sales channels mastered are half of the battlefield initiative. In many market wars, the main fight is channel)

3。 Promotion is still a simple marketing sentiment (if gathering is an active sentiment and promotion is a political offensive in the rear, how to make your consumer groups agree with your products, win more consumers with your ideas, and strive for more channels to expand their battlefield depends on this link)

4。 Price (finally, because the last battle in China market is still a problem that will remain unchanged for thousands of years. Price, just like war, ammunition supply depends on the final price. Broadly speaking, including your marketing war or price, it is ultimately included in your price cost. And this part is to exchange the foundation directly to the consumer, so the price is written at the end.

I hope it can inspire you.

Question 2: How to write the market competition analysis plan? 1. Competition background, 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, not to mention this, all planners should know.

4, market research and analysis, according to the market research information analysis and combined with the above competing products, environmental objective factors to give suggestions.

5. Suggestions on the follow-up development planning based on the analysis.

There are basically five items.

Question 3: How to write market analysis? Simply put, it is to analyze the market. The analysis market includes industry market and consumer market. Therefore, the overall writing can be carried out in the framework of these two aspects.

Industry market analysis: SWOT analysis method can be used, that is, to analyze the crisis and challenges encountered by a product, a company or an industry in the market economy environment, as well as their respective advantages and disadvantages.

Consumer analysis: mainly analyzes consumer psychology and consumer behavior. Consumer psychology includes consumers' views on the industry or products, pricing, product quality and so on. Consumer behavior can also include the analysis of consumers' first purchase behavior and second purchase behavior.

In fact, market analysis is very simple, that is, to discuss these aspects and use a specific brand or a specific case to support their arguments. I hope I can help you.

Question 4: How to write 1 for product market analysis? Consumer groups locate who will buy your products. 2. Price positioning the spending power of your target customers. 3. How to promote according to the living habits of target customers? 4. Marketing strategy.

Question 5: How to write SWOT analysis in marketing? Steps of SWOT analysis:

1. List the strengths and weaknesses, possible opportunities and threats of the enterprise.

2. Advantages, disadvantages, opportunities and threats combine to form SO, ST, WO and WT strategies.

So the strategy: relying on internal advantages and taking advantage of external opportunities.

WO strategy: make use of external opportunities to make up for internal disadvantages.

ST strategy: using internal advantages to avoid external threats.

WT strategy: reduce internal disadvantages and avoid external threats.

3. Identify and select the strategies of SO, ST, WO and WT, and determine the specific strategies and tactics that enterprises should adopt at present.

(analysis usually uses tables, which is more intuitive. You must analyze it and come to a conclusion.

Competitive advantage refers to the ability of an enterprise to surpass its competitors, or the uniqueness of a company to improve its competitiveness. For example, when two enterprises are in the same market or they both have the ability to provide * * * products and services to the same customer group, if one of them has a higher profit rate or profit potential, then we think that this enterprise has a competitive advantage over the other enterprise.

Competitive advantage can be the following aspects:

● Advantages of technical skills: unique production technology, low-cost production mode, leading innovation ability, strong technical strength, perfect quality control system, rich marketing experience, excellent customer service and excellent large-scale purchasing skills.

Advantages of tangible assets: advanced production lines, modern factories and equipment, rich natural resources reserves, attractive real estate location, sufficient funds and complete information.

● Advantages of intangible assets: excellent brand image, good commercial credit and aggressive corporate culture.

● Advantages of human resources: employees with professional knowledge in key fields have high work enthusiasm, strong organizational learning ability and rich experience.

Advantages of organizational system: high-quality management and control system, perfect information management system, loyal customer base and strong financing ability.

● Competitive advantage: short product development cycle, strong dealer network, good cooperative relationship with suppliers, sensitive response to changes in market environment and leading market share.

Competitive disadvantage (W) refers to what a company lacks or does badly, or what will put the company at a disadvantage.

Factors that may lead to internal defects are:

Lack of competitive skills and technology

Lack of competitive tangible assets, intangible assets, human resources and organizational assets.

● Competitiveness in key areas is being lost.

Potential opportunities for the company:

Market opportunity is the main factor affecting the company's strategy. Company managers should identify every opportunity, evaluate the growth and profit prospects of every opportunity, and choose the best opportunity that can match the company's financial and organizational resources and make the company have the greatest competitive advantage potential.

The potential development opportunities may be:

● The expanding trend of customer base or product market segment.

● Transfer skills and technologies to new products and businesses to serve a larger customer base.

● Forward or backward integration

The market entry threshold is low.

● Ability to acquire competitors.

● Strong market demand growth and rapid expansion.

● Have the opportunity to expand to other geographical regions and expand market share.

External threats endangering the company (t):

In the external environment of the company, there are always some factors that threaten the profitability and market position of the company. Company managers should identify threats that endanger the future interests of the company in time, make assessments and take corresponding strategic actions to offset or mitigate its impact.

The external threats of the company may be:

Strong new competitors will enter the market.

● Substitutes seize the company's sales.

● The market growth rate of major products declined.

● Adverse changes in exchange rate and foreign trade policies.

● Adverse changes in demographic characteristics and social consumption patterns.

● The negotiation ability of customers or suppliers is improved.

● Reduced market demand

● Vulnerable to economic depression and business cycle.

Because of the integrity of enterprises and the extensive sources of competitive advantages, when analyzing advantages and disadvantages, we must make a detailed comparison between enterprises and competitors from every link of the whole value chain. For example, whether the products are novel, whether the manufacturing process is complex, whether the sales channels are smooth and whether the prices are competitive. ......& gt& gt

Question 6: Market analysis includes industry analysis, what analysis and competition analysis. Market analysis is an economic analysis of market size, location, nature, characteristics, market capacity and attractive range. According to the market environment, competitiveness, competitors, etc. of the project products, through market research and supply and demand forecast, it is analyzed and judged whether the products produced after the project is put into production have a market in a limited time, and what marketing strategies are adopted to achieve the sales target. The main tasks of market analysis are: analyzing and forecasting the demand of the whole society for project products; Analyze the market supply of similar products and competitors; Preliminary determination of production scale; Preliminary calculation of economic benefits of the project. Market analysis is one of the components of industrial development and industrial layout research. According to its content, it is divided into three categories: ① Market demand forecast and analysis. Including the estimation of current market demand and the prediction of future market capacity and product competitiveness. Usually, survey analysis, statistical analysis and correlation analysis are used to predict; ② Analysis of market demand level and market demand in different regions. That is, according to the characteristics of each market, population distribution, economic income, consumption habits, administrative divisions, best-selling brands, productive consumption, etc. , determine the needs of different regions, different consumers and users, as well as transportation and sales costs. Generally, the methods of division of production and marketing areas, market division, market share and investigation and analysis can be adopted; (3) estimate the product life cycle and sellable time. That is to predict the time required by the market, so that activities such as production and distribution can best match the market demand. Through market analysis, we can determine the future demand, variety and duration of products; Product sales and competitiveness; Changes and updates of product specifications and varieties; Regional distribution of product demand and so on. In the study of industrial development and layout, market analysis is helpful to determine the development level and scale of regional industrial departments or enterprises, and adjust the industrial structure in time; Help to adjust product structure and improve competitiveness; It is helpful to arrange industrial enterprises reasonably under the principle of minimum transportation and production costs.

Question 7: Competitor analysis Competitor enterprises should not only know who their customers are, but also know who their competitors are. On the surface, identifying competitors is a very simple job. However, due to the complexity, hierarchy and variability of demand, the rapid development and evolution of technology and the development of industry, enterprises are facing a complex competitive situation in the market competition, 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 the advantages and disadvantages of each other, and know ourselves and ourselves in an invincible position. We can divide the types of competitors from different angles: first, from the perspective of industry, there are 1 competitors. Existing manufacturers: refer to other manufacturers in the industry who produce the same products as the enterprise, and these manufacturers are the direct competitors of the enterprise. 2. Potential entrants: When the prospect of an industry is promising and profitable, it will attract new competitive enterprises, increase the new production capacity of the industry, and require re-division of 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 is likely to lead to the decline of product prices and profits. 3. Substitute manufacturer: Other products with the same function and different performance 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 producing substitutes in other industries. Second, from the market point of view, the competitor of the enterprise is 1. Brand competitors: enterprises refer to other enterprises in the same industry that provide similar products or services to the same customers at similar prices with brand competitors. For example, the household air-conditioning market, Gree air-conditioning, Haier air-conditioning, Mitsubishi air-conditioning and other manufacturers. The products between brand competitors are highly substitutable, so the competition is fierce. All enterprises regard 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 in order to compete for the market. For example, the relationship between the manufacturers of household air conditioners and central air conditioners, and the manufacturers of high-end cars and mid-range cars. 3. Demand competitors: Enterprises that provide different kinds of products but meet and realize the same needs of consumers are called demand competitors. For example, airlines, railway passenger transport companies and long-distance bus companies can meet the needs of consumers. 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, many consumers can spend their money on traveling, buying a car or buying real estate after their income level is improved. Therefore, there is a competitive relationship between these enterprises for the purchasing power of consumers, and the change of consumption expenditure structure has a great influence on the competition of enterprises. Third, from the competitive position of enterprises, the types of competitors are 1. Market leader: refers to the enterprise that occupies 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 and promotion power. 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 commodity 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 satisfied with the 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 the pioneer and the first user of new technology, but the learner and the improver. In marketing, don't be the pioneer of 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. & gt

Question 8: How to write market analysis at work? You will encounter various analysis reports, such as business situation analysis, sales trend analysis, equipment failure analysis, human resources situation analysis and so on. This is the most basic job skill in your work, but not many people can really write the analysis report well. So how to write an analysis report:

Since we want to analyze a thing, there are three elements, one is the goal, we can also talk about the standard or the goal to be achieved, the other is the status quo, that is, how the status quo is, we should find the gap from the goal, and the third is the reason. Since there is a gap between the status quo and the goal, there must be a reason. With the above three elements, plus the countermeasures needed to achieve the goal, a good analysis report will be released.

Clear objectives: For business analysis, an annual budget should be made at the beginning of the year, which includes various indicators such as turnover and profit. This is the goal. For another example, equipment failure analysis, equipment design performance and operation rate are the goals. All our work is to achieve our goal.

Status quo: We should accurately grasp the status quo, such as current turnover, profit, number of equipment failures and types of failures. Only by accurately grasping the present situation can effective analysis be carried out.

Reason: Finding the gap is the most critical and difficult. The difference in the level of analysts is also reflected here. To analyze the problem comprehensively, we should analyze it from the aspects of people, money, things, equipment, time, methods, geographical location and environment. "4M 1E" is also popular in the world, with 4M: person-person, machine-machine, material-material, method-method, 1E: environment). It would be better if you can analyze and explain any graphs and charts, such as fishbone diagram, histogram, line chart, pie chart and so on.

Question 9: Analyze what competitors need to analyze. 1 defines the market of competitor 2.

3 competitor's marketing plan

4 Promotion of competitors

5 Advantages and disadvantages of competitors

6. Predict the competitor's next plan

Question 10: How to analyze the market competition pattern? Competitor analysis generally includes the following six contents and steps.

1. Identify the competitors of the enterprise. Identifying enterprise competitors must be analyzed from two aspects: market and industry.

2. Identify competitors' strategies.

3. Judge competitors' goals.

4. Evaluate the strengths and weaknesses of competitors.

5. Determine the competitor's strategy

6. Judge the reaction mode of competitors.