由安德鲁· Hupert

中国市场得到MUCH more竞争。 竞争何处来自？ 卖进入中国的国外企业？ 现有的地方企业？ 开始扩展入您的疆土的其他中国人企业？ 新的地方公司？ 是在长期附近，但的其他地方公司开始最近与您竞争？ 是对所有这些。

规则#1。 如果任何人想要买您的产品，则您有竞争。
有一个特别名对于不做正式竞争力分析的公司，因为他们认为他们没有竞争： 破产公司!

如果您是赢利寻找的事务，您有竞争。 没有绝对竞争的这唯一的公司是做产品绝对没人的公司想要买。 我们其余的人有竞争。 它也许是间接竞争，但它仍然影响我们的事务。

BPC在从金子做洗手间的HK听说了一家公司。 肯定，这是一个独特的产品与绝对没有竞争，权利？
错误。 他们有竞争。 实际上，他们有3竞争者。

直接： 洗手间其他制作商。
间接： 其他超级豪华物品制作商。
潜力： 现在不做金黄洗手间的公司，但会开始，如果市场为金黄洗手间开发。

竞争力分析告诉我们：

谁在我们的事务
什么产品与我们的竞争
什么是其他产品的价格
世界卫生组织顾客真正地是

我们必须了解怎么顾客观看我们的产品。

问题： 耐克-是公司在体育设备产业….或服装业？

市场部门
市场怎么被划分？ All markets are divided up into SEGMENTS, based on what kind of consumers buy what kind of products.
Example: The Shanghai business training market. If you want to improve your business skills in Shanghai, you have a lot of choices. Different people will choose different options, according to their needs, tastes, budget, and preferences. If you are competing in this market, you may divide it up into segments such as:

MBA programs
EMBA programs
Certification
Business English
In-house training
Skills-training institutes
Seminars

How to conduct competitive analysis
We start by answering these questions:

What is our product?
Who is our market?
Who else sells to our market?
Why do people buy our product?
What else can they use instead?
Who is the customer?
Can we develop a PROFILE of our customer?
How many different TYPES of customers do we have?

Competitors
There are three main types of competitors you need to worry about.

Direct – These are the people trying to take your customers away from you right now.
Example: Nike and Reebok
Indirect — You might not see these companies as competitors, but when your customers have a limited budget they may choose to spend money somewhere else. Your customer may buy a new sweater instead of a sweatshirt. He may buy a new cellphone instead of an MP3 player.
Example: Nike and Baleno
Potential — The most dangerous competitor is the one you don’t know about yet. Competitors can come from different regions or countries or from different industries.
Example: Nike and NewCompanyX or Nike and AustrialliaCompanyX

China Question: Who may enter the market and become a competitor in the future?
Answer: EVERYONE!

Andrew Hupert, Best Practices China