竞争对手分析
竞争对手分析
未来目标
我们的目标跟竞争者的目标相比怎么样?
未来将把重点放在那里
对待风险的态度怎样?
什么东西驱动着竞争对手?
竞争对手分析
了解竞争对手对其目前地位和财务状况是否满意,是否将改变战略以及对外部事件或对其他企业的战略举动作出反应的魄力,预测竞争对手对战略变化的反应。
目标包括:财务目标、市场目标、技术地位和社会表现等方面的目标,针对公司级、业务单位级、甚至个别职能部门及主要经理的目标。
竞争对手正在做什么,能够做什么?
Future Objectives
How do our pare to petitors’ goals?
Where will emphasis be placed in the future?
What is the attitude toward risk?
当前战略
我们目前怎么竞争
如果竞争结构发生变化, 这个战略站得住脚吗?
Competitor Analysis
竞争对手对自己和行业怎么看?
Future Objectives
How do our pare to petitors’ goals?
Where will emphasis be placed in the future?
What is the attitude toward risk?
Current Strategy
How are we peting?
Does this strategy support changes in petition structure?
我们意识到未来的波动吗?
我们受现状的束缚吗?
我们的竞争对手对他们自己和行业的设想是怎样的?
假设/想法
Competitor Analysis
对自己的假设-决定其行动方式及对事务的反应方式。
对产业及其竞争对手的假设-识别对手认识环境是否存在偏见或盲点,进而识别企业行动立即遭报复的可能性。
识别对手目标和假设的方法
了解其在行业中的经营历史
了解竞争对手的管理背景和顾问关系
分析对手领导者的来历和经理们的经历
竞争对手的能力如何?
Future Objectives
How do our pare to petitors’ goals?
Where will emphasis be placed in the future?
What is the attitude toward risk?
Current Strategy
How are we peting?
Does this strategy support changes in petition structure?
Do we assume the future will be volatile?
Are we operating under a status quo?
What assumptions do petitors hold about the industry and themselves?
Assumptions
竞争对手的优势和劣势?
跟竞争对手比我们的实力如何?
能力
Competitor Analysis
Future Objectives
How do our pare to petitors’ goals?
Where will emphasis be placed in the future?
What is the attitude toward risk?
Current Strategy
How are we peting?
Does this strategy support changes in petition structure?
Do we assume the future will be volatile?
Are we operating under a status quo?
What assumptions do petitors hold about the industry and themselves?
Assumptions
反应
竞争对手未来会做什么?
我们比竞争对手在哪些方面有优势?
它会怎样改变我们与竞争对手的关系?
Capabilities
What are petitors’ strengths and weaknesses?
How do our pare to petitors?
竞争对手分析
竞争对手反击概要
攻击行动
预测对手可能发起的战略变革。分析对手对现有地位的满意度,可能采取的行动,行动的力度和严肃性。
防御能力
预测当企业
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