Defend!
Competitor Insight “Outthinking, outmaneuvering & outperforming your competitors” BENEFIT TO YOUR BUSINESS
WHAT WE OFFER
A surprised competitor!
A process to analyze your competitors
Protect your key products/ customers/ markets by anticipating a
Competitor Insight is a structured and disciplined process
competitor’s attack.
using the thinking of a cross functional team of key executives
Prevent competitors from:
and operational managers, lead by sales/marketing, to
Q
Stealing your customer!
Q
Blocking your entry into new markets!
Q
Surprising you with new products/ ideas!
Q
Changing the rules of the game!
outthink, outmaneuver, and outperform your competitors. Our methodologies give you a framework to get “inside” the head of your competitors to give you the competitive advantage. The process is transferred to your organization so that competitor analysis becomes a key part of your strategic intelligence system and becomes part of your strategic thinking.
UNDERSTANDING THE BATTLEFIELD 7HAT 2ISKS !RE !CCEPTABLE Stakes to win or lose
7HO 7ILL !TTACK Competitors/Rivals Capabilities Q
Capacity to think/learn
Q
Degree of networking
Q
Entrepreneurship/willingness to change rules
Q
Ambition to dominate
7HERE 7ILL 4HEY !TTACK Battlefields to fight on Q
HOW WE WILL ASSIST YOU Using our proven methodologies we assist you to:
Customer
Channels
— Wholesalers Distributors Brokers Retailers
Q
Factors
— Supplies Components Labor Capital
&IRST BUILD A hRADAR SCREENv IDENTIFY TARGET COMPETITORS Q
Understand from what sources competition will come
Q
Identify who are likely new competitors
3ECOND AVOID SURPRISES !NTICIPATE COMPETITORS MOVES Q
Apply the principles of war: “Battles of Strong and Weak”
Q
Assess your competitors’ fighting abilities
Q
Define your competitors’ reaction and response profiles
Offensive weapons and tactics
Q
Defensive weapons and tactics
— Dominate market segment? Next generation of technology/products? Global marketplace dominance?
Q
Losing
— Loss of brand loyalty Loss of cooperation from technology sources
Knowledge — Markets Customers Processes Products Service Raw materials Q Relationships Q
Q
Q
Institutions — Government agencies Social groups Community groups
Q
Perceptions — Brand Corporate image Competitive reputation Capabilities & competencies
7HAT 2ESULTS $O 9OU 7ANT Keeping Score
Geography — Global Regional County Local
Q
4HIRD WAGE THE WAR USING BATTLElELD TACTICS AGAINST YOUR COMPETITOR Q
Winning
7HAT 2ESOURCES $O 9OU .EED To play the game
— Total marketplace Segments/groups Individual customers
Q
Q
Who is winning/losing in each arena? Who is controlling the stakes? Q Who is making the rules/deploying assets in creative ways? Q Who is redefining how score is kept? Q Q
DEFEND! Competitor Insight
7EEKS
Pre-Session/Team selection
Initial briefing
1/2 Day
1/2 Day
1
STAGE 1
2
Competitor analysis Q Competitor intelligence Q War room session Q Waging the war
1 Day
2 Days
3
STAGE 2
“Damage assessment”
4
STAGE 3
5
s s s s s s s s s s s s s s s s s s s s s
to
s s s s s s s s s s s s s s s s s s s s s
STAGE 4
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