由安德魯・ Hupert

中國市場得到MUCH more競爭。 競爭何處來自？ 賣進入中國的國外企業？ 現有的地方企業？ 開始擴展入您的疆土的其他中國人企業？ 新的地方公司？ 是在長期附近，但的其他地方公司開始最近與您競爭？ 是對所有這些。

規則#1。 如果任何人想要買您的產品，則您有競爭。
有一個特別名對於不做正式競爭力分析的公司，因為他們認為他們沒有競爭： 破產公司!

如果您是贏利尋找的事務，您有競爭。 沒有绝對競爭的這种唯一的公司是做產品绝對沒人的公司想要買。 我們其餘的人有競爭。 它也許是間接競爭，但它仍然影響我們的事務。

BPC在從金子做洗手間的HK聽說了一家公司。 肯定，這是一個獨特的產品與绝對沒有競爭，權利？
錯誤。 他們有競爭。 實際上，他們有3种競爭者。

直接： 洗手間其他製作商。
間接： 其他超級豪華物品製作商。
潛力： 現在不做金黃洗手間的公司，但會開始，如果市場為金黃洗手間開發。

競爭力分析告訴我們：

誰在我們的事務
什麼產品與我們的競爭
什麼是其他產品的價格
世界衛生組織顧客真正地是

我們必須瞭解怎麼顧客觀看我們的產品。

問題： 耐克-是公司在體育設備產業….或服裝業？

市場部門
市場怎麼被劃分？ 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