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When using this method, it is necessary to identify the strengths and weaknesses of the enterprise. The main focus is on the product and financial capabilities of the company.
To determine the brand's position and generate a report for creating a marketing strategy, it is necessary to perform an analysis in four areas:
The financial position of physician database the enterprise. In this case, it is necessary to take into account all loans and debts, as well as the level of profit and profitability.
The position of the enterprise in the market.
The potential of the enterprise taking into account the use of resources.
Industry stability.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations with Clients
Step-by-step competitive analysis in marketing
Study of the general level of competition within the industry
You need to understand how many competitors are present in the market. Each of them needs to be studied using the 7P method. For clarity, let's look at a specific example. Let's say you are analyzing a competitor who sells chocolate:
product (product) – a chocolate bar weighing 100 grams;
price (price) – from 50 to 70 rubles per piece;
place (place of sale) – stores, online stores, marketplaces;
promotion (promotion channels) – TV advertising, advertising on social networks, POS materials;
people (TA) – from 7 to 45 years old, love sweets, follow promotions and discounts, prefer to buy bars in stores;
process (purchase process) – chocolate is placed on shelves near the checkout so that people can see the product more often.
physical evidence (the buyer’s environment at the time of purchase) – depending on the sales channel.
Developing a competitor map
It is necessary to indicate large enterprises, niches and organizations whose turnover indicators are close to yours. It is also necessary to study the perception of the company by buyers. To do this, you should analyze reviews, Internet sites, successful promotions and advertising campaigns.
Conducting a comparative portfolio analysis
The company's portfolio includes all divisions belonging to one owner. It should be analyzed if the company operates in several business areas. If your activity is aimed at only one thing, then you should study the assortment. For example, when the company is focused on selling everyday goods.
To assess the demand for products, you can use open sources of information:
likes of product posts and sharing on social networks;
views and number of products sold on the website;
the number of product queries in search engines.
Paid marketing research allows you to more effectively assess demand