全球竞争对手从未停止其战略规划和竞争监控

---

在任何经济衰退时期，公司都可能倾向于相信竞争对手已经“关闭”了市场研究和竞争情报预算。虽然公司预算被削减，但公司仍有办法在经济衰退的一年和接下来的几年内继续进行竞争监测，直到经济复苏。

持续监控竞争情报的必要性

尽管世界经济可能进一步萎缩，但值得注意的是，一些跨国公司将继续增长和繁荣，而其他公司则会受到损害，而这些公司将在经济困难时期维持收支平衡或倒闭。

Not all industries and companies are created equal – Nor do they compete on a level playing ground – particularly during a recession. During good economic times, companies can compete on a “level playing ground” as they have access to capital, the equity markets, and they are well-staffed. However, during a period of a credit crisis, limited liquidity, downsizing, and foreseeable economic uncertainty, the consequences of stopping a CI global monitoring process could have the potential result of reduced market share and limited market opportunities over the long term.

经济衰退期间经济实惠的 CI 监测计划

以下是经济低迷时期企业可以合理考虑的经济实惠的 CI 监控计划。

1. Low-cost CI monitoring programs and monthly retainer programs

Companies can commission through a research supplier cost-effective, monthly tracking programs which utilize a research methodology of both secondary research augmented with primary research from targeted Key Opinion Leaders in the countries.

2. 选定地区或国家的目标竞争对手概况

公司可以委托选定地区或国家的目标竞争对手资料来监控竞争对手的新产品开发活动、扩张计划、并购活动和战略举措。

3. 按产品领域和地理区域划分的市场机会分析

Many strong companies see the value in continuing to develop their short-term and long-term strategy in spite of the economic downturn.

一些经济有效的研究方法：

• Instead of commissioning several countries or regions, do homework first and target specific regions or countries for the “low-hanging fruit”
• 瞄准最强劲的产品和服务的出口，减少“所有产品和服务”的全球扩张
• Monitor the price points and the changing exchange rates by country to optimize export and global sales 机会

What Not to Do During a Recession

1. Shelving markets and regions because they have a short-term burst in their bubble

An example of this is market expansion plans in the Middle East and North Africa Region. During the “black gold” rush of the past few years to the 阿拉伯联合酋长国 and other Middle Eastern countries, companies were expanding at a high growth rate to “get in the game.” Now, since the price of oil is down from its historical levels, several firms have stopped their Middle East expansion efforts.

But this region will likely continue to grow in terms of its demographics over the long term. With high population growth, young populations, and large family sizes, this region will likely grow in the future in terms of household consumer products, transportation, retail, financial services, and healthcare services.

2. 记得做好功课——因为你的竞争对手会继续做好他们的功课

This is an important message. Don’t neglect your homework or 研究 as your global competition may still continue to research foreign market opportunities and will seize market opportunities. While your domestic competitors may pull the plug on their market research or global market intelligence budgets, the domestic competitors in these countries or adjacent countries in the region may likely be continuing their robust competitive efforts.

3. 从国内和全球的实地办事处收集非常实惠的市场情报

A cost-effective and high-value way to gather local domestic and global market and competitive intelligence is to “tap” your local field and sales offices. They offer on-the-ground intelligence and insight and can be tremendously useful in strategic decisions.

概括

In summary, global multinational firms that continue their CI and MI monitoring efforts during an economic downturn are prone to reap the benefits when the economy begins to point north again.