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所在平台: Udemy |
课程主页: https://www.udemy.com/course/competitor-analysis-z/
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课程名称：竞争对手分析 课程概述：‘竞争对手分析’对于组织的成功至关重要，管理层必须深入了解组织的整体和竞争环境。组织始终在竞争激烈的行业环境中运作，且并非孤立存在。通过分析竞争对手，组织能够发现自身的弱点，识别行业环境中的机会与威胁。在制定组织战略时，管理者也需要考虑竞争对手所采取的策略。竞争对手分析不仅驱动组织的战略，影响企业在其领域中的行动或反应，同时也是评估组织在竞争者中地位的重要手段。 竞争对手分析始于识别当前及潜在的竞争对手，是行业分析的重要组成部分。行业分析提供有关可能竞争来源的信息，包括所有可能的战略行动与反应及其对各竞争组织盈利能力的影响。竞争对手分析是战略顾问用于扫描企业所处外部宏观环境的框架，对设计有效的市场营销策略至关重要。它使企业能够明确“外部”的状况，从而做出相应的反应。 需要注意的是，竞争对手分析适用于各种规模的企业，无论是大型、小型还是中型企业，并且宏观经济因素因大陆、国家甚至地区的不同而异，所以通常需逐国进行竞争对手分析。制定有效策略的一个方法是从过去寻求现今的灵感，分析过去在市场上有效的趋势及策略，并对其进行调整以适应当前环境。 进行竞争对手分析的第一步是识别当前、潜在及未来的竞争对手。准确识别竞争对手是至关重要的，因为如果组织未能精确识别其竞争者，竞争对手分析将无法真实反映公司在市场中的地位。
‘Competitor Analysis' is extremely crucial and the management should have a thorough knowledge and analysis of the general and competitive environment of the organization in order to make an organization successful. Organizations always operate within a competitive industry environment. They do not exist in vacuum. Analyzing an organization's competitors helps an organization to discover its weaknesses, to identify opportunities for and threats to the organization from the industrial environment.While formulating an organization's strategy, managers must also consider the strategies used by the organization's competitors. Competitor analysis is a driver of an organization's strategy and affects how firms act or react in their sectors. The organization carries out a competitor analysis to measure/assess its standing amongst its competitors. Competitor analysis begins with identifying present as well as potential competitors. It portrays an essential appendage to conduct an industry analysis. An industry analysis gives information regarding the probable sources of competition (including all the possible strategic actions and reactions and effects on profitability for all the organizations competing in the industry).Competitor Analysis is a framework that strategy consultants use to scan the external macro-environment in which a firm operates. This analysis is essential for an organization to design an effective marketing strategy. It's a way of working out what is going on ‘out there' so that businesses can then respond to it. It is important to note here that Competitor Analysis can be performed and is relevant for any type of business whether large, small or medium. Also, you should keep in mind that the macro-economical factors can differ per continent, country or even region, so normally a Competitor Analysis should be performed per country.One of the approaches to create great working strategies is to look to the past to seek ideas for the present. Hence, you can look at the past trends that worked in the market and for your organization and create ideas by tweaking those strategies to work in the present day environment. The first and foremost step of conducting a Competitor Analysis is identifying your current, potential as well as future competitors. This is a crucial step because if an organization does not carefully identify its competitors, its competitor analysis would fail to reflect the true picture of the company's position in the market.
