Анализ деятельности конкурентов. Учебник для вузов

В учебнике представлены наиболее востребованные на практике аналитические технологии и инструментарий анализа конкурентной среды компании, оценки емкости рынка и объемов продаж конкурентов, расчета и исследования динамики рыночных долей и цен конкурентов, проведения бенчмаркинга и реализации технологии «тайный покупатель».

Аналитический аппарат предназначен для подготовки бизнес-планов, проектов и программ, целью которых является повышение конкурентоспособности компании.

Издание рекомендовано в качестве учебника для обучающихся по направлениям подготовки «Менеджмент» и «Экономика» (бакалавриат), а также будет полезно практикующим маркетологам, желающим овладеть важнейшим элементом маркетинговой аналитики.

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Competitor Analysis. Textbook for Universities

Gain a competitive edge with "Competitor Analysis: Textbook for Universities," a comprehensive guide to understanding and analyzing your market rivals. This book provides practical analytical techniques and tools for assessing the competitive landscape, evaluating market capacity, estimating competitor sales volumes, and analyzing market share and pricing dynamics. Learn how to conduct effective benchmarking and implement the "mystery shopper" technique to gain valuable insights.

Book Overview and Main Themes

This textbook covers essential aspects of competitor analysis, including:

• Analyzing the competitive environment
• Evaluating market capacity and competitor sales
• Calculating and researching market share and pricing dynamics
• Conducting benchmarking studies
• Implementing the "mystery shopper" technique

The book emphasizes practical application, providing readers with the skills to develop effective business plans, projects, and programs aimed at enhancing company competitiveness.

Target Audience and Reading Level

This book is ideal for:

• Undergraduate students in Management and Economics programs
• Marketing professionals seeking to master essential marketing analytics techniques
• Business owners and managers looking to improve their competitive positioning

The reading level is suitable for university students and professionals with a basic understanding of business and marketing principles.

Key Features and Benefits

• Practical Analytical Tools: Learn how to use proven techniques for competitor analysis.
• Real-World Applications: Apply the concepts to develop effective business strategies.
• Comprehensive Coverage: Gain a thorough understanding of the competitive landscape.
• Enhanced Competitiveness: Improve your company's market position and profitability.

Why Readers Should Choose This Book

"Competitor Analysis: Textbook for Universities" is your essential resource for mastering the art of competitive intelligence. Whether you're a student, a marketing professional, or a business leader, this book will equip you with the knowledge and skills to analyze your competitors, identify opportunities, and develop winning strategies. Stay ahead of the curve and achieve sustainable competitive advantage by understanding your rivals inside and out. Order your copy today!