Competitors Research For BA:
1. Подходы. Методология исследований. Что важно.
2. Конкуренты / заказчики и их конкуренты. И...
New product – Web site as a marketing instrument
Что важно – тигр в разрезе. Иначе говоря, Ваша
структура и критерии. Прозрачность. Понятность
Что нас интересует?
 Определение выборки (Кто, какие конкуренты нас интересуют)
 Критерии, которые нас интересуют (учиты...
Главное скелет, который даст ответ на основные вопросы.
Fishbone Analysis
SWOT
Marketing Analysis (4P/ 4C)
Stakeholder Ana...
List of competitors
Place / Convenience
» Location of sales offices in EU / USA vs. HQ in EU / USA
» Classification of sof...
 Industry
 Geography
 List of Competitors
 Target market
 Customers
 Business Problems Addressed (Goals and Objectiv...
 What Competitors say (case studies, public web info etc.)
 What Users say ( thematic forums, social media)
 What resea...
Traditional Sources:
 Find a Mentor
 Trade Organizations
 Trade Shows and Conferences
 Face-to-Face Networking
Online ...
Competitors’ Research In Business Analysis
Project
Definition
Environmental
Situation
Competitive
Situation
Analysis of Pa...
 Defining business problems
 Defining problem statement
 List of problems from all shareholders
 Is it a problem? Sele...
Competitors research for Business (analysis and marketing)
Competitors research for Business (analysis and marketing)
Competitors research for Business (analysis and marketing)
Competitors research for Business (analysis and marketing)
Competitors research for Business (analysis and marketing)
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Competitors research for Business (analysis and marketing)

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Methodology of Competitors Research in Different areas of business goals (marketing, business analytics etc.)

Методология исследования конкурентов в разных сферах бизнес-целей (маркетинг, бизнес анализ и т.д.)

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Competitors research for Business (analysis and marketing)

  1. 1. Competitors Research For BA: 1. Подходы. Методология исследований. Что важно. 2. Конкуренты / заказчики и их конкуренты. Исследование конкурентов 3. Tips & tricks для полевых условий (ограничение по времени и бюджету) Anna Ulyanova Customer Engagement Manager | Ph. D.
  2. 2. New product – Web site as a marketing instrument
  3. 3. Что важно – тигр в разрезе. Иначе говоря, Ваша структура и критерии. Прозрачность. Понятность
  4. 4. Что нас интересует?  Определение выборки (Кто, какие конкуренты нас интересуют)  Критерии, которые нас интересуют (учитывая ограничения по времени и тд)  Assumptions Что мы с этим делаем?  Gather  Interview  Discuss  Check В результате:  Consuming &/or Marketing &/or Sales plan  Business Model  YOU WILL HAVE GAPS  Research is a pace when you reduce uncertainty Методология
  5. 5. Главное скелет, который даст ответ на основные вопросы. Fishbone Analysis SWOT Marketing Analysis (4P/ 4C) Stakeholder Analysis Interviewing Baselining (up to the previous periods) Coverage matrices (Table with Vertical market coverage) Functional Decomposition
  6. 6. List of competitors Place / Convenience » Location of sales offices in EU / USA vs. HQ in EU / USA » Classification of software outsourcing nations » Key customers » Ease of finding the company information about it and services etc (Key words +average search volume) Product / Consumer » Specialization of the competitor: a) Vertical expertise, b) technologies used, c) expertise » Added value they offer Promotion / Communication » Events they took part in » Media » Connections (Website, FB, TW, LD, Slideshare, Youtube, Wiki, Flickr, other) » Expertise, certifications and/or awards – postioning on-site » Testimonials » Developers speak – the negatives (Developers.com.ua) Price / Cost » Trends on low or high end of the market, low pricing, discounts etc. Sources » Website » News on our competitors, published online at news sites or in sector specific magazines » Developer.org.ua » Blogs » Social media (Facebook, Twitter, LinkedIn) » Test-call » Others Results (– need to communicate) » 1) Finding out competitors’ strengths, success factors, price level, quality of their services, added value, etc. » 2) Finding the niche, trying to be different by offering an ‘added value’. Why are we different? Positioning Как это было в маркетинг-исследовании конкурентов, 20NN
  7. 7.  Industry  Geography  List of Competitors  Target market  Customers  Business Problems Addressed (Goals and Objectives, why is the solution needed)  Stakeholders problems addressed  Solution requirements  Security  Support  Ease of Use  Performance  Management  Interoperability  Flexibility  Built-in Applications  Commerce  Specifications  IT Paradigms (Multi-platforms, Mobile, Cloud etc.)  Feature Analysis (Sharing, Collaboration features, Analytics and Integration with third parties etc.)  Key Differentiators  Cost  Conclusion *- мои предположения, без детальной проработки.
  8. 8.  What Competitors say (case studies, public web info etc.)  What Users say ( thematic forums, social media)  What researchers say (trusted sources: reviews, market reports, investors’, bankers’, auditors’ reports etc.)  Primary requirements we’ll collect from the customer  + We’ll understand the business case as well  We’ll have the picture of the Solution’s market  Thus marketing and rollout plan and picture of risks and assumptions Competitors’ Sources As a result:
  9. 9. Traditional Sources:  Find a Mentor  Trade Organizations  Trade Shows and Conferences  Face-to-Face Networking Online Sources:  Company Information  Blogs (keywords, Technorati, TechCrunch, Mashable)  News & Trade Press Articles http://dir.yahoo.com/business_and_economy/business_to_business/news_and_media/magazines/tr ade_magazines/  Linkedin (Use social networking sites like Twitter and LinkedIn to find industry leaders)  Google Alerts (!)  Forums  Industry overviews  Investment & Analyst Reports  Purchased & Licensed Resources, Industry Benchmarks & Ratios Competitors’ Sources – Reputable?
  10. 10. Competitors’ Research In Business Analysis Project Definition Environmental Situation Competitive Situation Analysis of Past Performance Resources & capabilities Project Objectives Opportunities & Threats Strengths & Weaknesses Specification of Present Project Impact Analysis - Identify Skills needed - Develop Potential Benefits Risks ( Cost / Schedule / Technical ) Decisions / Results
  11. 11.  Defining business problems  Defining problem statement  List of problems from all shareholders  Is it a problem? Select problems from not problems (“It takes 45 minutes to process data”)  Can you solve it? (Out of scope if not and contribute to manager)  “Don’t have a website” (problem), but problem is loosing traffic  Is it a symptom of a different problem?  Result- shorter list (resolved as a symptom of a problem- group, still a problem)  Business problem statement As a result documented:  -Facts  -Questions  -Assumptions  -No info Research on shortlist  START

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