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  • U4-01 - Benchmark and Gap Analysis - EN

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    Enrique Cordova
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    The document provides guidance on conducting a benchmark and gap analysis. It recommends using charts to present information on how competitors perform across key areas like channels, customer service, and social sales. Photos and videos should be used to exemplify findings from the analysis. A summary chart is suggested to show who does best on social media. Main learnings or steps to follow should be documented to focus the client's attention. The gap analysis involves comparing a brand's performance to the consumer and recommendations.

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    U4-01_Benchmark and Gap Analysis_EN

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    The document provides guidance on conducting a benchmark and gap analysis. It recommends using charts to present information on how competitors perform across key areas like channels, customer service, and social sales. Photos and videos should be used to exemplify findings from the analysis. A summary chart is suggested to show who does best on social media. Main learnings or steps to follow should be documented to focus the client's attention. The gap analysis involves comparing a brand's performance to the consumer and recommendations.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    Download as pdf or txt
    15 views9 pages

    U4-01 - Benchmark and Gap Analysis - EN

    Uploaded by

    Enrique Cordova
    The document provides guidance on conducting a benchmark and gap analysis. It recommends using charts to present information on how competitors perform across key areas like channels, customer service, and social sales. Photos and videos should be used to exemplify findings from the analysis. A summary chart is suggested to show who does best on social media. Main learnings or steps to follow should be documented to focus the client's attention. The gap analysis involves comparing a brand's performance to the consumer and recommendations.

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    of 9

    Additional Resources domestika.

    org

    A Course by Ana Marin

    BENCHMARK
    AND GAP
    ANALYSIS
    Here, I’m sharing the format I used to explain how to present information and
    how to conduct a gap analysis. Use the charts or create your own material
    with your own style or with your clients’ colors. And remember to keep
    examples of the properties you saw in other brands so that you will be able to
    explain them more easily.
    Additional Resources - Ana Marin domestika.org

    Benchmark
    Additional Resources - Ana Marin domestika.org

    Use Photos
    and Videos
    To exemplify what you found in your analysis, it's much
    better to show your clients the types of responses that
    their competitors receive or the materials that their brand
    could produce.

    Try to identify broad categories for your examples.


    Additional Resources - Ana Marin domestika.org

    Create a summary that can concisely show


    who does best on social media.

    Area Brand 1 Brand 2 Brand 3 Brand 4 Comments

    Channels

    Customer Service

    Social Sales

    Response Time

    Original Content

    In addition to posting
    shoutouts, they attend
    Influencers
    events and create
    tutorials for the brand.

    Syndicated content
    Partners
    as an option.

    Search Corporate website Conquest E-commerce


    Additional Resources - Ana Marin domestika.org

    Learnings
    List what you've learned.

    Brands in Mexico The most-searched Tutorials are the Comparisons and material Response times
    don't use Snapchat. keywords redirect you to most-consumed designed for making are low. It’s necessary
    content created by types of content on purchasing decisions to place more of a focus
    influencers and magazines, brands’ websites. are being managed on better customer
    not brands’ websites. by influencers service.
    rather than brands.
    Additional Resources - Ana Marin domestika.org

    Main Learnings
    or Steps to Follow
    Write down three observations here.
    These should be the things you want your client to remember
    or understand after you present everything.
    Additional Resources - Ana Marin domestika.org

    Gap Analysis
    Additional Resources - Ana Marin domestika.org

    Channel Brand Consumer Keep Recommendations

    Product Tutorials Videos with looks Create tutorials using


    commercials and events, various products
    Reviews adding stories to achieve a look.

    Videos with looks Entertaining Incorporate


    YouTube content consumers’ opinions
    Videos of about the products.
    brand events Interaction
    Collaborate with
    YouTubers at events.
    domestika.org

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