synonymNotch analysis(Gap analysis) generally refers to gap analysis
Gap analysis isstrategic analysis One of the methods.Compare the goals set by the enterprise with the expected results, or compare the goals set by the enterprise with the actual results, and analyze whether there is a gap between the two.If there is a gap, further analyze the causes of the gap and develop measures (such as changing objectives, changing strategies, etc.) to reduce or eliminate the gap.[1]
Chinese name
Gap analysis
Foreign name
Gap Analysis
Alias
Gap analysis and difference analysis
Role
Comparative analysis, strategic evaluation and revision
Top priority
Consider revising the company's strategy
Purpose
Analyze the causes and propose ways to reduce the gap
There is usually a gap between actual and expected business performance.Gap analysis is mainly to analyze the causes of the gap and propose ways to reduce or eliminate the gap.This can be done by changing goals or changingBusiness layerTo achieve.The initial projections relied on four assumptions:
1. The company's business portfolio remains unchanged.
2. Winning in the company's products and marketsCompetitive strategyIt will continue to develop as always.
3. The demand for the company's market and profit opportunities will follow the historical trend.
4. The company's own strategies for each business will develop along the historical evolution model.
The first step of gap analysis is to consider modificationCorporate strategy。If the expected performance exceeds the target, set the target higher.When the goal greatly exceeds the possible performance, it may be necessary to lower the goal after making these adjustments. If there is still a significant gap, new strategies need to be proposed to eliminate this gap.
market structure
Announce
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With the introduction of alternative growth strategies for each business,ManagersIt is possible to predict sales growth, and they can estimate by the following indicatorsmarket structure：
An estimate of the industry's market potential (IMP).First, it assumes that all possibleReasonable useCustomers of products will do this.Secondly, the product will be used as often as possible. Therefore, IMP represents the most likely unit sales of a specific product.for exampleShanghai Volkswagencar sales The company's estimated market potential is based on the principle that people or family units who meet the requirements are expected to buy cars, and the background market potential (IMP) can be obtained. However, there is a gap between this data and the actual situation. The gap is mainly manifested in four possibilities, namely, product line gap, distribution gap, change gap, and competition gap.
If the expected gap cannot be bridged by reducing the market potential of the industry or gaining additional market shareTheAttention turns to evaluating the company'sBusiness portfolioThe purpose is to modify the company's business portfolio, grow businesses with higher growth rates, and spin off businesses with lower growth rates.
1. Gap analysis at the business level: external environment andmanagement strategyGap（Macro environmentGap with business strategy, industry environment and business strategy, industry competitors and business strategy)Internal environmentGap with business strategy (gap between capability and business strategy, gap between enterprise performance and business strategy, gap between main stakeholders and business strategy)
2. Gap analysis at the enterprise level: enterprise (overall) strategy andEnterprise capabilityGap analysis and the gap analysis between enterprise (overall) strategy and enterprise performance.
Gap factors
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The difference between this sales volume and the current sales volume indicates thatGrowth opportunities。The sales volume of related industries (RIS) is equal to the current sales volume of the company plus the competitive gap, while the actual market share (RMS) is equal to the sales volume divided by the sales volume of related industries.Cause the company's potential sales andActual salesThe four factors of the gap are as follows:
1. Product line gap.To narrow this gap, we need to improve the product line in terms of width or depth, and introduce new products orImprove product。Such as the product linethroughputNot satisfiedBAIC MotorMarket demand.
2. Distribution gap.Distribution can be expandedCoverage, increase distribution intensity andCommodity displayNarrow this gap.
3. Change the gap.The purpose of customers using this strategy is to encourage people who have not used the product to try it, and encourage existing users to consume more productspurchaserConsidering buying‘Buick’Company cars
4. Competition gap.You can use theExisting competitorsTake additional market share and improve the position of the company to fill this gap.
