One of the main strengths of this new, dynamic, vertiginous and always expanding, business model that is woven daily on the network lies in its nature. The possibility of rescuing precepts associated with traditional methods to increase the sales force, the presence and the loyalty of potential customers, which brought and implemented at the current time and existing platforms can be of great support for brands.
What it is, what it is used for and what the Benchmarketing applications are in the new model and in the analysis of the competition. The answers to these questions will allow us to know the different techniques and methods applied to this concept that has been going on for more than two decades.
Based on the efficient analysis of the competition, the Benchmarketing becomes a distributor of new innovative techniques, whose main objective is the comparison of the brands with the competition; specifically with the competition that has managed to position your brand.
Measurement of products services and strategies applied by the best positioned competition, measurement of the brand with leading companies in the market in order to analyze improvements in commercial performance.
The main difference of Benchmarketing with the analysis of the competition is that the comparative study is done taking as an example fully consolidated brands and making it an eminently pedagogical process, which allows us to establish our own processes and strategies to achieve the intended objectives.
This affirmation leads us to situate Benchmarketing as a way of analyzing its brand comparatively with the best in the world, so that the application of this technique becomes a continuous process of learning and improvement.
It is more than evident that the Benchmarketing is not about copying the competition, because if so, it would eliminate any hint of added value and with it, any possibility of achieving the intended objectives.
The application of Benchmarketing for brands in a context like the current one, in which social networks have become the meeting point for businesses, both new and consolidated, covers both internally and externally, the latter being one of the most relevant in relation to the study of competence as part of the learning process and identification of advertising and marketing strategies more appropriate to the intended objectives.
One of the most known and applied variables in relation to Benchmarketing is the competitive one, where through a SWOT analysis brands can make comparisons and investigations that help identify the strengths and weaknesses of their direct competitors.
To start an efficient competitive analysis we must identify the two most important variables
As in marketing strategies, one of the main aspects of Benchmarketing is the identification of the person who will represent the brand.
In summary, Benchmarketing is consolidated as a permanent training and improvement process that is related not only to the analysis of the products, but also to the efficient practices that the competition has in place and whose objective is to advance a step in the levels of efficiency.
Benchmarketing is a process and therefore should not be confused with the objectives that should be achieved from the conclusions and lessons learned through the analysis.