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07 April, 2014 von Thomas Noschka · 1 Kommentare

Unternehmen mit Wettbewerbsanalyse und Marktanalyse

Für die Gewinnung von neuen Kunden für das eigene Unternehmen, ist sowohl die Wettbewerbsanalyse als auch die Marktanalyse ein wichtiger Schritt. Es sollte von Beginn an eine klare Strategie für die Planung der Informationsgewinnung erarbeitet werden. Denn nur wer seiner Konkurrenz einen Schritt voraus ist, wird letztendlich den Kunden zufrieden stellen und auf der Spitze stehen. Doch wie kann eine solche Analyse aussehen?

Für jede Branche gibt es andere Wege, eine richtige Planung zu vollziehen. Doch wichtige Elemente sind in allen Geschäftsfeldern ähnlich, sodass eine Orientierung zur Planung durchaus gegeben wird.

Die Wettbewerbsanalyse

Der erste und wichtigste Schritt ist es, seine Konkurrenz zu identifizieren. Wer sind die Konkurrenten in der Umgebung vor Ort, weltweit oder im Internet? Welches Unternehmen bietet die gleichen oder ähnlichen Leistungen an und wie sprechen sie mit ihren Kunden? Hier ist es ratsam die wichtigsten Informationen zu finden und diese auf das eigene Unternehmen zu übertragen bzw. zu vergleichen. Möglichkeiten hierfür wäre Anrufe, Besuche bei der Firma, Anfragen per Mail oder natürlich auch Internetrecherchen. Somit wären Informationen für weitere Faktoren des Erfolgs: Preis, Lieferzeit, Garantien und der Service.

Die gefundenen Informationen müssen im nächsten Schritt in digitaler Form archivieren. Für Zahlen können Excel-Tabellen geführt werden; andere Informationen werden in Word-Dokumenten festgehalten. Auch Fotos oder Broschüren können eine wertvolle Informationsquelle sein – aufheben! Letztendlich gilt es, die Daten festzuhalten, um die Positionierung des Wettbewerb mit dem eigenen Unternehmen zu vergleichen. Hier muss jeder selbst entscheiden, ob qualitative Informationen oder quantitative Zahlen wichtiger sind.
Die gesammelten Informationen werden gezielt dazu genutzt um zu entscheiden, in welchem Bereich man die Konkurrenz ausstechen möchte. Was wird angeboten und wie kann man diesen Schritt besser machen. Eine Positionierung zu finden, in der das eigene Unternehmen durchhalten kann und stetig wächst, sollte die eigene Devise sein.

Da sich das Wissen gerade im Bereich der Neuen Medien und Technologien ständig verändert, sollten die gesammelten Informationen und Zahlen immer auf den neusten Stand gehalten werden. Je nach Branche zwischen 1 Monat oder auch einem Jahr.

Die Marktanalyse

Wer könnte ein potentieller Kunde sein und mit welchen Menschen wollt ihr zusammenarbeiten? Eine Festlegung der eigenen Zielgruppe ist der erste Schritt für eine Marktanalyse. Ist diese einmal festgelegt, sollten Fragen gestellt werden: Was muss ich über meine Zielgruppe wissen? In welchem Bereich halten sie sich auf, wie sieht ihr Lifestyle aus und vielleicht ist hierbei auch die Altersgruppe entscheidend?
Um an die nötigen Informationen zu gelangen, ist es ratsam den einfachsten und leichtesten Weg zur Informationsbeschaffung zu nehmen. Fragebögen, persönliche Interviews oder Umfragen im Internet, um die ersten Möglichkeiten zu nennen. Die persönliche Erfahrung und das Wissen, können diese Daten noch aufwerten und verfeinern.

Auch diese Informationen sollten digital festgehalten und regelmäßig aktualisiert werden. Diese Informationsbeschaffung über den eigenen Markt ist ein wertvolles Wissen. Nicht nur die Strategie, sondern auch das Marketing profitiert davon! Hierbei ist es wie auch schon in der Wettbewerbsanalyse wichtig, zwischen quantitativen Zahlen oder qualitativen Informationen zu entscheiden – wo ist der Mehrwert größer, wo kann ich die Zielgruppe stärker erreichen.
Die gesammelten Informationen sollten anschließend für die nächste Entscheidung mit einbezogen werden, um den größtmöglichen Gewinn auszumachen.

Autor Thomas Noschka
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Hallo, ich bin Thomas – Blogger, Grafik- und Interface Designer. Ich skate gerne, trinke Tee, reise oft und sehe das Internet als große Spielwiese an. Wenn du mehr über mich wissen möchtest, dann besuche mich auf Twitter, Facebook, Google+ und YouTube
  1. Hi!

    Ich hatte vor Ostern das Vergnügen unter anderem mit Hilfe einer sogenannten SWOT-Analyse ein Kommunikationskonzept zu erstellen.

    Das war wirklich sehr aufschlussreich und grade die SWOT Analyse ist eine klasse Basis und Grundlage für weiteres Arbeiten. :)

    Gruß aus Dortmund

    Steffi · April 25, 2014

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