Your company exists in a competitive ecosystem, in which it must respond to the actions and reactions of competitors or risk losing momentum and seeing sales growth stagnate. Yet under the normal pressures of the work week, it can be all but impossible to get a clear view of the competition and rationally compare their offerings to your own.
Deliverables. Alan/Anthony's Competitive Intelligence research service offers a snapshot of your company and a group of leading competitors. Using primary and secondary research, interviews with their executives, it presents a structured, side-by-side analysis of the companies, covering:
- Value proposition
- Services and products
- Promotional offers and guarantees
- Evaluation of sales competency
- Evaluation of marketing competency
Clients request competitive intelligence when they perceive their own sales and marketing efforts to be losing impact, to support due diligence in mergers and acquisitions, or as an essential part of the strategic planning process.
Example. The client was a division of a publicly-traded provider of marketing and business communications services. Sales and marketing management decided that they faced a major obstacle: the high start-up cost to configure a custom version of the company's document management, print and mail solution. The typical contract required their customers to lay out hundreds of thousands of dollars in development costs before the system could begin to reduce operating costs and improve response rates and customer satisfaction. Through a competitive intelligence project, the company learned that all of its major competitors faced the same challenge but that some innovative companies were experimenting with per-unit and monthly pricing in an attempt to remove the obstacle. Our report detailed the benefits and risks of this fundamental change to the business model.
Next Step. To request a proposal for a Competitive Intelligence project, contact Robert Bell at 212-825-1582 x101 or firstname.lastname@example.org.
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