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.) …

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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  • 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. New product – Web site as a marketing instrument
  • 3. Что важно – тигр в разрезе. Иначе говоря, Ваша структура и критерии. Прозрачность. Понятность
  • 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. 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. 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.  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.  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. 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. 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.  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