{"id":370,"date":"2017-08-27T13:23:43","date_gmt":"2017-08-27T13:23:43","guid":{"rendered":"http:\/\/biznes-start.pl\/?p=370"},"modified":"2020-03-29T14:34:04","modified_gmt":"2020-03-29T14:34:04","slug":"analiza-konkurencji","status":"publish","type":"post","link":"https:\/\/biz24.com.pl\/?p=370","title":{"rendered":"

Analiza konkurencji<\/H1>"},"content":{"rendered":"

Analiza konkurencji<\/strong> (Competitor Analysis – CA) w ostatnich latach rozwija si\u0119 bardzo szybko, przy czym na pocz\u0105tku by\u0142o to wy\u0142\u0105cznie zbieranie danych na temat konkurencji<\/strong>, a obecnie staje si\u0119 to kompleksow\u0105 analiz\u0105<\/strong> uwzgl\u0119dniaj\u0105c\u0105 szereg obszar\u00f3w funkcjonowania firmy.<\/p>\n

Celem przeprowadzenia analizy konkurencji<\/strong> nie jest uzyskanie jakiej\u015b wiedzy na temat konkurencji, ale przede wszystkich chodzi o to, aby uzyska\u0107 informacje z nast\u0119puj\u0105cych obszar\u00f3w:
\n– struktura konkurencji<\/strong> – czyli ile firm dzia\u0142a na rynku, jaka jest ich wielko\u015b\u0107, jak\u0105 maj\u0105 sprzeda\u017c, ceny poszczeg\u00f3lnych produkt\u00f3w w por\u00f3wnaniu do naszych wyrob\u00f3w, planowane nowe produkty, istotna b\u0119dzie r\u00f3wnie\u017c strategia marketingowa konkurencji oraz alianse i sieci powi\u0105za\u0144 konkurencji z dostawcami, klientami oraz ewentualnie z konkurencj\u0105,
\n– kana\u0142y dystrybucji <\/strong>– za po\u015brednictwem jakich odbywa si\u0119 sprzeda\u017c wyrob\u00f3w gotowych, jakimi metodami docieraj\u0105 do klient\u00f3w, metody dostawy i zwi\u0105zane z nimi koszty w ca\u0142ym \u0142a\u0144cuchu dostaw,
\n– dostawcy<\/strong> – z jakimi dostawcami wsp\u00f3\u0142pracuj\u0105 i jakie mog\u0105 osi\u0105ga\u0107 ceny zakupu produkt\u00f3w, p\u00f3\u0142produkt\u00f3w i surowc\u00f3w, koszty dostawy i ewentualnie koszty dodatkowe (c\u0142a, podatki, licencje),
\n – technologie<\/strong> – s\u0105 jednym z wa\u017cniejszych czynnik\u00f3w decyduj\u0105cych o poziomie koszt\u00f3w wytworzenia i tym samym wp\u0142ywaj\u0105 na wysoko\u015b\u0107 mar\u017cy (drogie maszyny, zu\u017cywaj\u0105ce du\u017co energii to jednocze\u015bnie wy\u017csze koszty wytworzenia), czy produkty konkurencji daj\u0105 klientom co\u015b wi\u0119cej, ewentualnie czy maj\u0105 lepsz\u0105 funkcjonalno\u015b\u0107,
\n – rozw\u00f3j rynku <\/strong>– jak nasze wyroby pozycjonuj\u0105 si\u0119 na rynku, jakie mamy szanse rozwoju w poszczeg\u00f3lnych segmentach, jakie wyroby warto rozwija\u0107, jakie jest nasycenie rynku, kt\u00f3re segmenty rynku oraz obszary geograficzne rynku s\u0105 najbardziej perspektywiczne. <\/p>\n

Oczywi\u015bcie firma mo\u017ce koncentrowa\u0107 si\u0119 tylko na wybranych obszarach<\/strong>, je\u015bli b\u0119dzie widzia\u0142a tak\u0105 potrzeb\u0119 z r\u00f3\u017cnych wzgl\u0119d\u00f3w (decyzja kt\u00f3re informacje zbiera\u0107 musi wynika\u0107 z aktualnych potrzeb zarz\u0105du firmy w tym zakresie).<\/p>\n

Istotnym elementem analizy konkurencji jest r\u00f3wnie\u017c zbadanie, jaki wp\u0142yw na przysz\u0142o\u015b\u0107 naszej firmy ma strategia konkurencji<\/strong>.<\/p>\n

Wszystkie powy\u017csze informacje daj\u0105 firmie obraz o s\u0142abo\u015bciach, ograniczeniach i mo\u017cliwo\u015bciach<\/strong>, nad kt\u00f3rymi firma powinna pracowa\u0107, aby poprawi\u0107 swoj\u0105 pozycj\u0119 na rynku<\/strong>. <\/p>\n

Na zako\u0144czenie analizy powinien powsta\u0107 raport<\/strong>, kt\u00f3ry powinien zawiera\u0107 konkretne wnioski i propozycje odnosz\u0105ce si\u0119 do firmy – na przyk\u0142ad kt\u00f3re obszary rynku nale\u017cy poszerzy\u0107, kt\u00f3re za\u015b zdoby\u0107, jak nale\u017cy zmieni\u0107 obs\u0142ug\u0119 klienta, jakie nowe kana\u0142y dystrybucji wykorzysta\u0107 w sprzeda\u017cy, czy i jakie nale\u017cy dokona\u0107 zmiany w technologii lub w produktach.<\/p>\n

Na podstawie analizy konkurencji jeste\u015bmy w stanie ustali\u0107, kt\u00f3re obszary naszej firmy musimy poprawi\u0107 lub zmodyfikowa\u0107, tak aby m\u00f3c z sukcesem konkurowa\u0107 na rynku<\/strong>. <\/p>\n

W dzisiejszych czasach nie wystarczy koncentrowa\u0107 si\u0119 na w\u0142asnej firmie, procesach, planach, poniewa\u017c konkurencja ca\u0142y czas si\u0119 rozwija<\/strong> i tym samym ma decyduj\u0105cy wp\u0142yw na pozycj\u0119 naszej firmy.<\/p>\n

Bez wiedzy na temat strategii, kana\u0142\u00f3w dystrybucji, czy technologii stosowanej przez konkurencj\u0119 oraz bez analizy samego rynku<\/strong>, b\u0119dzie firmie ci\u0119\u017cko dowiedzie\u0107 si\u0119 dlaczego spada mar\u017ca sprzeda\u017cy<\/strong> jej produkt\u00f3w.<\/p>\n

Zdarzaj\u0105 si\u0119 te\u017c sytuacje, kiedy bez przeprowadzenia analizy konkurencji firma nie b\u0119dzie w stanie wyci\u0105gn\u0105\u0107 wniosk\u00f3w dlaczego wyst\u0119puje spadek warto\u015bci sprzeda\u017cy<\/strong> jej produkt\u00f3w lub dlaczego firma osi\u0105ga ujemne wyniki finansowe<\/strong> na sprzeda\u017cy swoich wyrob\u00f3w.<\/p>\n

Analiza konkurencji mo\u017ce by\u0107 elementem sk\u0142adowym systemu ECM <\/strong>w firmie, i tym samym mo\u017ce by\u0107 przeprowadzana regularnie <\/strong>(na przyk\u0142ad raz na kwarta\u0142 wraz z nap\u0142ywem nowych danych odno\u015bcie konkurencji).<\/p>\n","protected":false},"excerpt":{"rendered":"

Analiza konkurencji (Competitor Analysis – CA) w ostatnich latach rozwija si\u0119 bardzo szybko, przy czym na pocz\u0105tku by\u0142o to wy\u0142\u0105cznie zbieranie danych na temat konkurencji, a obecnie staje si\u0119 to kompleksow\u0105 analiz\u0105 uwzgl\u0119dniaj\u0105c\u0105 szereg obszar\u00f3w funkcjonowania firmy. Celem przeprowadzenia analizy konkurencji nie jest uzyskanie jakiej\u015b wiedzy na temat konkurencji, ale przede wszystkich chodzi o to, […]<\/p>\n","protected":false},"author":1,"featured_media":808,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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