Source: unsplash.com
Social factors include changes in social values, changes in lifestyle and standard of living, demographic indicators, religion, attitudes towards work and leisure, and the media.
In 1991, the book Generations: A History of America's Future from 1584 to 2060 was published by Neil Howe and William Strauss. It provides a conditional division of society by year of birth:
1928–1945 – the “silent generation”;
1946–1964 – “boomers”;
1965–1980 – generation “X”;
1981–1996 – generation “Y”;
1997–2012 – generation “Z”.
Each generation is characterized botim database by its own values and psychological attitudes that affect the level of necessary comfort, salary and labor plan expectations, types and amount of expenses. According to the results of the study, by 2026 the human resources potential in the labor market will decrease by 3 million people. This was caused by the consequences of the demographic crisis of the last decade of the last century. Therefore, companies, in addition to operating in difficult economic conditions, will also have to fight for qualified workers, adhering to the values characteristic of the new generation - high wages, flexible approach to work schedules, the need for recognition of merits, the possibility of career growth and the reduction of bureaucratic obstacles.
Technological factors include the development of new methods, patents for inventions, and the introduction of quality standards. Modern equipment appears in business, people are replaced by robots, electronic document management systems are introduced, etc.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Comparative analysis of competitors
This is the simplest, but also the most labor-intensive way to find and grade the advantages of competitors in comparison with your company and among themselves. It is necessary to define the criteria by which the assessment will be carried out. At this stage, it is recommended to use a checklist with precise questions or ready-made templates. The study is designed as an Excel table or as a graph. The assessment is a short yes/no answer or numbers on a ten-point scale. The method does not examine any risks and does not allow for an assessment of the situation in the near future. The analysis is carried out only as of the current moment.
Below is an example of a comparative analysis:
We Competitor 1 Competitor 2 Competitor 3
Marketing
USP Yes Yes Yes No
Positioning Yes No No Yes
Corporate identity Yes No Yes Yes
Implementation
Sales scripts Yes Yes No No
Staff
Competence 10 8 9 6
Appearance 10 5