What Is a Comparative Market Analysis?

Market analysis is the analysis of various factors of market supply and demand changes and their dynamics and trends. The analysis process is: collecting relevant information and data, using appropriate methods, analyzing and researching market changes, understanding consumer opinions and requirements for product varieties, specifications, quality, performance, and prices, and understanding market demand for certain products Quantity and sales trend, understand the market share of products and the market share of competing units, understand the changes in the purchasing power of social goods and the availability of social goods, and identify the different situations of supply and demand balance of goods (balance or supply exceeds demand, or demand More than supply), providing an important basis for enterprise production and management decisions-reasonable arrangements for production, market competition, and objective management decisions-to properly regulate the market, balance production and sales, and develop the economy. ^[1]

Market analysis

Implications

To correctly understand the meaning of market analysis, you must grasp the following points:

Through market analysis, we can better understand the proportional relationship between the supply and demand of goods in the market, adopt correct business strategies, meet market needs, and improve the economic benefits of business operations.

The role of market analysis is mainly manifested in two aspects:

First, the enterprise formulated correctly

The market analysis method can generally be used for statistical and statistical analysis of trends and related analysis.

From the perspective of estimating market sales potential, market analysis can also be carried out based on existing market survey data, using direct data methods, inevitable results methods, and composite factor methods.

The understanding of anything is a process from abstraction to concrete.

Discovering market opportunities is the number one priority for companies in marketing. In a sense, the marketing activities of an enterprise revolve around how to use market opportunities. The so-called market opportunity refers to a certain marketing environment conditions, under which the company can create benefits through certain marketing activities. Market opportunities arise from changes in the marketing environment, such as the development of new markets, mistakes by competitors, and new products

1. Macroeconomic analysis. Refers to the analysis of the general economic environment and factors affecting the future supply and demand balance, such as industry scope, economic growth rate, industrial policies and development directions, industry facility utilization, currency exchange rates and interest rates, tax policies and rates, government institutional structure and political environment , Tariff policy and import and export restrictions, labor costs, inflation, consumer price index, order status and other factors.

2. Meso-economic analysis. It focuses on the research of specific industrial sectors, and at this level, much information can be obtained from the country's central statistical department and industrial agencies. They have specific information about profitability, labor costs of technological development, indirect costs, capital utilization, ordering status, energy consumption, etc. This level mainly includes the following information: supply and demand analysis, industry efficiency, industry growth status, industry production and inventory, market supply structure, and the number and distribution of suppliers.

3. Microeconomic analysis. It focuses on assessing the strengths and weaknesses of individual industry supplies and products, such as supplier financial audits, organizational structures, quality systems and levels, product development capabilities, process levels, production capabilities and output, delivery cycles and punctuality, service quality, Cost structure and price level, and quality audits as part of the supplier certification process. Its goal is to have a thorough understanding of a supplier's specific capabilities and its long-term market position.

The research object of market analysis is the entire market. This object can be examined from two perspectives. From a vertical perspective, market analysis should study all commercial activities from producers to consumers, and reveal the behaviors and rules followed by producers and consumers in engaging in market activities. Whether it is a producer or a consumer, in engaging in market activities, they must understand both themselves and the other party. Production and consumption are a contradiction. They have reached a unified unity in the entire market. Only when producers and consumers act in accordance with their inherent laws can they become a bridge that organically unifies production and consumption. From a horizontal perspective, in modern times

Market analysis is one of the components of industrial development and industrial layout research. Divided into 3 categories according to their content:

Market demand forecast analysis. Including market demand estimation and forecasting future market capacity and product competitiveness. Survey analysis, statistical analysis and related analysis and forecasting are usually used;

Analysis of market demand levels and market demand in various regions. That is, according to the characteristics of each market,

The main tasks of market analysis are: to analyze and forecast the demand for project products in the whole society; to analyze the market supply of similar products and the situation of competitors; to initially determine the production scale;

I. Grasp the overall status of industry development

Macro development of the industry

2. Understand the degree of satisfaction of different industries

3. Estimating the market capacity of different industries

4. Assess the matching of enterprise resource levels with the competitive environment in the industry

5. Potential assessment of different industries

Second, judge the development trend of the industry

By analyzing the macroeconomic and industrial policy trends, combined with the current development of the industry and the competition pattern, it is used to judge the development trend of the industry and grasp the market trends.

3. Provide decision-making consultation for industrial investment

Market analysis is a comprehensive science that involves economics, statistics,

The main contents of market analysis are:

(I) Actual analysis of classified sales

(II) Dynamic analysis of regional category markets

(III) Analysis of New Product Market Sales

(IV) Sales Analysis of Consumer Purchase Types

(V) Analysis of sales expenses

Book title: Market Survey and Market Analysis

Author: Li Guoqiang

Publisher: Renmin University of China Press

Publication time: December 1, 2010

Folio: 16

Price: 33.00 yuan

Introduction to market analysis content

"Market Research and Market Analysis (2nd Edition)" introduces the basic theory, operation methods and various analysis techniques of domestic and foreign market research and market analysis in a comprehensive manner, including clarifying survey questions, designing survey plans, selecting survey methods, and processing. Survey data, organize survey data, conduct market analysis, carry out marketing planning, apply SPSS software, etc. It is hoped that through systematic learning, readers can independently plan, organize, and implement market surveys in actual work to help enterprises solve a specific marketing problem. For modern managers, it is important to be familiar with and master market analysis methods and skills. It helps enterprises better meet the needs of target customers, and also helps enterprises to obtain stable and long-term development in the fierce market competition.