Riassunto analitico
In today's highly competitive business landscape, companies, especially small to medium-sized enterprises (SMEs), face numerous challenges in staying ahead of their competitors. Understanding the competitive landscape, identifying key players, and analyzing their strategies is crucial for SMEs to make informed business decisions and maintain a competitive edge. This master's thesis focuses on the development of a competitor analysis tool tailored specifically for SMEs, through the case study of Zanasi, an Italian company specialized in coding and marking solutions industry. The coding and marking industry play a vital role in various sectors, including manufacturing, packaging, and logistics. Zanasi, as a prominent player in this industry, faces the challenge of effectively assessing its competitors and identifying areas of opportunity and potential threats. This thesis aims to address this challenge by developing a comprehensive competitor analysis tool that provides valuable insights and strategic intelligence.
The research conducted for this thesis includes a thorough examination of existing competitor analysis methods and tools, as well as an in-depth analysis of Zanasi's coding and marking solutions. By leveraging industry best practices and considering the specific needs of SMEs, a custom competitor analysis tool will be designed and implemented. The primary objective of this thesis is to develop a tool that enables Zanasi and other SMEs to gather, analyze, and interpret competitor data in a structured and efficient manner. The tool will provide valuable insights into competitor positioning, product offerings, distribution channels, market reach, and other relevant parameters. By leveraging this information, Zanasi can make informed decisions, identify potential areas for improvement, and develop effective strategies to enhance its competitiveness in the coding and marking industry. The thesis will follow a systematic approach, starting with a comprehensive literature review on competitor analysis methodologies and tools. This review will provide a foundation for designing the framework of the competitor analysis tool. The development process will involve data collection, analysis, and visualization techniques, ensuring that the tool delivers actionable insights to support strategic decision-making. By applying the developed tool to analyze Zanasi's competitive landscape, the thesis aims to demonstrate its effectiveness and potential benefits for SMEs operating in similar industries.
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