Select an industry through SWOT analysis, and formulate industry B2B website Marketing Strategies

This article is excerpted from section 6.6.2 of "Practical Research Report on B2B portal planning for new industries ".

In the previous chapter, we talked about how to determine about five industries and how to diagnose and analyze some competitors. Next, we will conduct SWOT analysis on the five selected industries, determine the marketing strategy of each industry, make a comprehensive analysis, and make the most correct choice in the selection and marketing strategy of the industry. (Note: SWOT represents strength, weakness, opportunity, and threat, respectively ).)
 
1. Perform sw0t Analysis on selected industries
 
Using SWOT theories and analysis methods to make full use of industry selection, competitor analysis, product R & D, marketing strategy formulation, and overall project evaluation of B2B websites in the industry will greatly increase the investment success rate. Next we will explain in detail.
 
(1) Competitive Advantage (s)

It refers to the ability of an enterprise to surpass its competitors, or something specific to the company that can improve its competitiveness:
● Planning or technical advantages: There are many B2B websites in the industry, but there are only a few companies that really operate in a company. Can we surpass our direct competitors in the planning or technical fields? For example, website construction is very easy to use. On the basis of competitors, it adopts an innovative model to achieve differentiated competition and create a blue ocean.
● Advantages of tangible assets: whether or not you have any real enterprise or house or rent or other resources is not required, and whether the funds are sufficient to beat your opponent, or you have an upfront capital investment that can share a cake with your opponent. For example, if you have 1 million, will your 1 million in this industry be able to defeat your opponent or compete with them.
● Intangible asset advantages: the Founder has good interpersonal relationships in the industry and has been engaged in the industry for many years. He has a thorough understanding of the various development trends and user needs of the industry; or the core team members have an in-depth understanding of B2B planning, operation and development trends in the industry and experience in successfully operating B2B websites in the industry.
● Human resources advantages: Can you build a team that is more powerful than your competitors in your region or with funds? In the early stage of B2B websites, the most important thing is capital and team, you can say that with the funds, you can select the right person and set up a good team, and then you will be able to achieve more than half of the success.
 
(2) competitive disadvantage (W)

It refers to what a company lacks or does badly, or refers to a condition that puts the company at a disadvantage:
● The market scale is too small: whether or not the market scale of the selected sub-industry is too small. No matter how you do it, there may not be too many customers, even if there is not much profit, leading to the inability to grow, it may eventually become a chicken rib.
● Strong competitors: competitors in the selected industry are too strong. It is difficult to surpass or compete with competitors with their own funds. For example, the competitors have been engaged for five years, it is difficult to surpass team, capital, and market share.
● Insufficient funds: whether there is sufficient funds. For example, in some industries, a large amount of money is required to compete with competitors, or a large amount of money is required to open up the market and build a brand.
● Shuffling or elimination of the industry: Some industries are gradually deteriorating. For example, the threshold is getting higher and higher, foreign trade orders are gradually lost to other countries, and the demand for domestic market is gradually decreasing, or slowly move toward shuffling or monopoly.
 
(3) potential development opportunities (W)

Market opportunities are a major factor affecting B2B website strategies in the industry. Managers should confirm every opportunity, evaluate its growth and profit prospects, and select those that match the funds and resources, this gives websites the best chance of competitive advantage.
● Industry is a sunrise industry: the industry selected is developing in a positive direction. The whole industry is a sunrise industry, with a large number of new entrants, which may weaken the disadvantages of a small market scale.
● Increasing users: in a short period of time, the number of Internet users in China has increased to around 0.25 billion. Most of the new Internet users come from China's second-and third-tier cities and western regions, are Internet users in the industry also growing exponentially? From this point we see the opportunity. For example, the Network has a great development prospect by grasping the features of new users.
● Adequate funds: Do we have sufficient funds to find better talents than our competitors and take greater marketing efforts? Or even though we do not have any funds, however, with good market prospects or entrepreneurial background, new venture capital is continuously introduced during the development of the website, so that the website can be developed or continuously diversified.
● Innovation creates opportunities: Maybe we have a strong competitor in the selected industry, and our funds are not enough, but it does not matter. We have a strong sense of innovation and have differentiated competition with our competitors. We keep insisting on creating various opportunities and reducing the possibility of failure, and we have potential success opportunities. The key is whether the Founder has the patience, or is it necessary to choose a field that requires patience to develop.
 
(4) external threats (t)

In the external environment of B2B websites in the industry, there are always some factors that threaten the profitability and market position of B2B websites in the industry. Managers should promptly identify threats that endanger the future interests of the company, make evaluations, and take corresponding strategic actions to offset or mitigate their impact.
● A stronger competitor: a stronger competitor may appear, which may cause the survival of the website to be challenged, or the profit may be greatly reduced.
● Industry decline: the development trend of the entire industry is moving towards adverse directions, such as industry transfer to the western or foreign regions. The industry is shuffled and the market growth of main products is declining, national policies are detrimental to industry development.
● Network development trends: for example, Will B2B e-commerce become more and more popular for enterprises in the future? B2B e-commerce in the initial stage will become the mainstream of B2B e-commerce in the future.
● Matthew effect: Because the competitors in the selected industry are very strong, there is often a "Matthew effect", which leads the industry step by step. Are there any competitors in this industry dismissive and promising fields, what about opening a breakthrough?
 
2. Select industries and formulate Marketing Strategies
 
(1) selected industries

After SWOT analysis of the five selected industries, we will be more clear about our advantages, disadvantages, and external opportunities and threats after selecting an industry. After comprehensive analysis, we will decide to select an industry that is best for ourselves. This decision requires the support of data and logical reasoning, as well as the courage and vision of the founder. For example, optimistic and confident people may see more opportunities and pessimistic people, what you may see is your own weaknesses and external threats. You may be afraid of making decisions. But whatever you say, you need to consider passion and reason in the entrepreneurial process.
 
(2) Develop marketing strategies

Looking for financial support: some competitors in the industry are already very powerful, and it takes a lot of money to beat their competitors. entrepreneurs themselves do not have that much money. At this time, the founder should write a "Business Plan ", looking for private capital or specialized venture capital institutions for investment is a long-term process, along with all the processes of operation.
Strengthen R & D strength: although some industry competitors are well-known, the platform is not easy to use and the model cannot meet certain user needs. At this time, we need to strengthen R & D strength to promote market share by technology, from this point of view, we will take advantage of our competitor's users and customers.
Find a breakthrough: You may not have enough funds or a good team, and you may not find any investors in website models and market prospects within a certain period of time, at this time, you need to concentrate on one point, find a breakthrough, do the best in a certain aspect, and then seek development and growth. As McKinsey said, "Stick to your advantages and make it stronger ."
Development First: if there may be more and more competitors in the industry, you will need to continue to develop while constantly investing in your profits, and constantly seek financial support in the course of operation, rapid development and growth.
First, do first: the industry you may choose is too small, the market has not been developed, or even the market is still in the "Dead Sea" status. Then, you will soon be able to do first, according to economic rules, as long as you do first, someone will be willing to choose you. As long as there is enough profit to support enterprise development, you can save it and seek further development.
 
There are still many marketing strategies. The most important thing is to use SWOT analysis to give full play to the advantages of the website, avoid or overcome the disadvantages, and seize various possible opportunities, strengthen protection against possible external threats, develop a series of marketing strategies, and reflect these strategies to the planning, construction, operation promotion, and sales strategies of B2B websites in the industry.