経営コンサル日誌

NISHIコンサル日誌のバックナンバーブログです。

日記

リサーチに手を抜くことなかれ。

投稿日:

こんにちは。NISHIです。

昨日の書評では、
決算書、マーケティング、マネジメント等、
経営まわりの知識がストーリー仕立てで
学べる本をご紹介しました。

メルマガを書いた後に気づきましたが、
この手の本の読み方に終始しており、
本の内容には大して触れていませんでした…。

なので、というわけでもないですが、
ちょっとその内容とも絡めながら
今日のメルマガに入っていきますね。


昨日の本では
基本的な企業分析のフレームワークである
「SWOT分析」が紹介されていますが、
これ、ご存知ですよね?

S=Strength=強み
W=Weakness=弱み・課題
O=Opportunity=機会
T=Threat=脅威

の4つの頭文字をとった
企業分析のフレームワーク。

StrengthとWeaknessは
自社について、強みと弱み。
OpportunityとThreatは、
競合含め、自社を取り巻く
外部環境について、機会と脅威。

この4つの象限に
市場環境含め、自社の置かれた状況を
冷静につかみやすくするためのもの。

自社の強み、弱みというのも、
自社だけで考えていてはわかりません。

強みと言っても
本当はそうでない可能性もありますし、
弱みと思い込んでいても
実は逆に隠れた強みの場合もある。

つまり、
見誤ることもあるということです。


書籍内では、ある書店の売場は
文具売り場が広めで、
それを強みだと思っていた。

しかし、
それは本当に強みなのか?

先ほどの通り、
自社だけではそれが真か偽かは
はかりかねます。

そこでSWOT分析による
冷静に相対比較できるフレームで
まとめなおす作業が必要。

そのために、
改めて自社の売場を見る。
周辺の競合に足を運ぶ。
顧客ターゲット像を確認する。

こういった

==
実際の確認

SWOTなどのフレームに落とし込む
==

という作業が必要になります。

分析とは

「相対比較による確認と
 修正作業のための材料」

になるのです。

ですから、フレームワークは
知っているだけではダメ。
使ってナンボのものなのです。

ちなみに、昨日の書籍内では、

==
文具売り場が広め

競合状況と周辺住民を確認

文具売り場面積の拡大
==

となっていたと思います。

つまり、文具売り場面積が広めという
強みに対する仮説は
確認の上正しかった、という結論です。

競合環境を実際に見ることが
いかに大事かがわかっていただいたと
思いますが、
実際、衰退業種である書店業でも、
有力な店舗は同じことをされています。


たとえば、
同じ「書店」業界の例を出しますが、
ある地方の有力チェーンの社長の話。

有力チェーンというくらいですから、
その地方の人にとってみれば
ほとんどの人が利用したことのある店。
いわば「誰でも知っているに近い店」です。

昔、先輩が主催している勉強会に
出席したときのことです。

主催者である先輩コンサルが、
その社長にこのように尋ねました。

「社長、普段、経営において
 習慣とされていることって
 何かありますか?」

という質問です。

その有力チェーンの社長は
このように答えました。

「毎日、私が競合調査しています。」
—————————————–

聞くところによりますと、
毎日、社長自ら競合店に足を運び、

品揃えはどうか?
陳列やPOPはどうか?
客数はどうか?
何が売れ筋になっているのか?
何か顧客やお店に変化はないか?

そんなことを、
日によってテーマは変えながらも
毎日毎日見に行っているのです。
企業規模も大きくなった
有力チェーンの社長にも関わらず。

このように、
フレームワークは知っているだけでは
全く役に立ちません。

実際に足を運んでみてみる。
手を動かして確認する。
そういうリサーチを踏まえて
はじめて活きてくるものです。

リサーチ、しましょう。
ぬかりなく。

では。

NISHI

-日記

執筆者:


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