Competitive Intelligence

One of our key offerings, Competitive Intelligence (CI) is a structured business process that distils action-oriented strategy recommendations from insights gained into the business of our clients’ competitors. Our CI offerings span the value-chain from research to strategy and include customised data-extraction, competitor assessment, and actionable insights for the client. In delivering CI that can be deployed in critical business decisions, we tap into the 'serious information’ of competitor organizations that needs to be acquired through informal interactions with relevant stakeholders. We have cultivated considerable experience and expertise in conducting these informal conversations, building upon multi-stakeholder relationships which our team has nurtured over several years.

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The business-function of CI commences with the mapping of competitive forces in the clients’ business ecosystem. By projecting the accumulated ‘serious information’ over the scheme of this map, relevant and timely insights are pieced together. In conducting this analysis, our in-house domain experts employ a modular process of insight synthesis which is our key differentiator and one of our strongest capabilities.

Our CI practice is centered on a 360° analysis of the competitors' performance, capabilities and design, through a three-dimensional lens of their offerings, organisational factors and externalities. This process consistently translates value-for-money invested by the client into visible business results.

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Case Studies >>
  • Aftermarket Competition Analysis
    Case Study
    Sector | Consumer Products
      • Our client’s client, a leading Tier 1 supplier from China, had been losing market share to their competition in aftermarket segment in European region. The research was focused to learn the factors influencing the buying decision for components and consumables among workshop owners and mechanics.
    • UK, Germany, France, Italy, Spain.

    Approach

    • A detailed discussion was held between Phronesis research team and client’s project team to understand the overall objective of study, key product lines for which information was required, profile of samples. Following to it, the research team designed the detailed study plan, methodology, sampling design, questionnaire and coverage plan for client’s approval.
    • The respondent profile included workshop owners and mechanics and a sample size of 250 was recommended.
    • The survey, comprising of in-depth discussions, was conducted via phone to gather details on factors influencing the purchase decision, supply issues, incentives offered by competition to favor their sales, customer feedbacks, other reasons influencing their preference.
    • Since the project requirement included surveys to be conducted in native language, a multi-lingual research team was dedicated for project.
    • Root cause analysis was conducted to understand factors influencing the purchase decision in favor of competitors.

    Value/Results

    The findings of survey  helped client to gain information on influential factors affecting purchase decision in their  important segment and understand  reasons favoring their competition. With this information client was able to device their business plan to regain their lost market share.

  • Identification and profiling of most sought after International management programs
    Case Study
    Sector | Education
    • Our client , a European University wanted to increase the international enrollments in its management programs. The client was interested in increasing both on campus and off campus enrollments particularly from the regions of Asia Pacific and Latin America. The client also wanted to understand the competition in the above defined market.

    • Phronesis Partners conducted exhaustive desk based research  to identify and asses top universities from around the world , offering both on and off campus management courses for international students.

      During the phase 2 of research , 3500 management aspirants who were planning to study internationally were surveyed across Asian and Latin American markets.

    Approach

    The objectives of the research were to identify the most sought after international universities by the Asian and Latin American students , asses key student segments and demographics , build detailed profiles of universities identified as top competition and suggest strategic recommendations and final insights.

    Various factors such as countries with maximum amount of student outflow for management programs along with  their desired destinations were evaluated.

    Detailed university profiles were prepared based on intelligence gathered through desk research and surveys.

    The results were collected and analyzed through statistical methods to churn out various insights.

    Value/Results

    The research and information helped our client to gain  insightful information about the current trends in the student outflow market for management study. Also , the reports helped our client to understand and analyze the competition. By the help of the results from the research , our client was able to see a rise in the number of international students from the intended regions.

  • Competitive Intelligence – Manufacturing sector
    Case Study
    Sector | Manufacturing & Construction
    • Research was done globally across 7 manufacturing sub-verticals. It covered organizations with annual revenue over $500 Million.

      — A sample list of over 3000 senior level respondents across these organizations using paid databases such as D&B, One Source, Kompass and Bloomberg was build.

      — Interviews were conducted across organizations. In many cases , multiple discussions were conducted across each organization to collect information across 120 questions covering multiple processes of an organization.

    Approach

    Our research approach included development of research pitch to respondents , country wise and role wise targets for good mix of representation to develop high quality research . Identify anomalies/inconsistencies and cross checking for accuracy , developing the benchmarking matrix across the various data points and validating the findings with key stakeholders within competitor companies and tweaking them accordingly.

    Information areas in the research included historical financial information of the firm and unit under consideration for research , annual COGS(cost of goods sold) and breakout across various heads, employee/work force information, touch point across various processes and firm’s own assessment around how each of these processes stack-up against competition/ sector peers.

    Key areas such as detailed manufacturing profile , details of various matrices around various cost components and productivity elements , manufacturing cycle time information , matrices around quality management for production , inventory type and matrices , information around manufacturing initiatives and innovations , impact of new initiatives in the last 3 years and information on production plan management were also covered during the research.

    Preparation of final output ( data in excel) and key takeaways (PowerPoint presentation).

    Value/Results

    Detailed insight helped our client in consultation of its clients to improve their various processes and in identifying the areas of improvement.

  • Chemical Engineering - Material Testing Equipment Study
    Case Study
    Sector | Manufacturing & Construction
      • 100 interviews were conducted in each country which were in the US, Canada, UK, Germany, France, Italy, Switzerland, India, China, Korea, Australia and UAE.

    Approach

    • In-depth interviews were conducted with manufacturers, channel partners, users, trade association and regulatory bodies of material testing equipment used in chemical engineering.
    • Questionnaires were administered among Middle and Top Manager, Purchasing Manager, Sales and Marketing Manager, Business Owner, Proprietor and Lab In-charge in various chemical engineering companies which were for approximately 35 minutes long.

    Value/Results

    Market specific insights and demographics of various target customers were provided which enabled the client to determine potential investment opportunities at significantly lower cost.

  • Aftermarket Competition Analysis
    Case Study
    Sector | Manufacturing & Construction
    • UK, Germany, France, Italy, Spain.

    Approach

    • A detailed discussion was held between Phronesis research team and client’s project team to understand the overall objective of study, key product lines for which information was required, profile of samples. Following to it, the research team designed the detailed study plan, methodology, sampling design, questionnaire and coverage plan for client’s approval.
    • The respondent profile included workshop owners and mechanics and a sample size of 250 was recommended.
    • The survey, comprising of in-depth discussions, was conducted via phone to gather details on factors influencing the purchase decision, supply issues, incentives offered by competition to favor their sales, customer feedbacks, other reasons influencing their preference.
    • Since the project requirement included surveys to be conducted in native language, a multi-lingual research team was dedicated for project.
    • Root cause analysis was conducted to understand factors influencing the purchase decision in favor of competitors.

    Value/Results

    The findings of survey  helped client to gain information on influential factors affecting purchase decision in their  important segment and understand  reasons favoring their competition. With this information client was able to device their business plan to regain their lost market share.

  • Marine Lubricant market in the GCC region – Market analysis
    Case Study
    Sector | Oil & Chemical
    • Our client , a leading provider of marine lubricant wanted to have a detailed understanding of the marine lubricant market in the GCC region.

      Our client , a leading provider of marine lubricant wanted to have a detailed understanding of the marine lubricant market in the GCC region.

    • Sample Size – 250 Respondent profiles – Workshop owners and mechanics

      Interviews were conducted with decision makers for marine lubricant in the shipping companies and spot market agents.

    Approach

    The focus of the study was to estimate the current market size, key business drivers for decision making , competition mapping, understanding customer needs and competition and technical offerings in the local market.

    In addition to this , the client mandate was to understand the market size , segmentation, pricing m, key drivers and channels for selling marine lubricant oil across Saudi Arabia , Oman , Qatar and UAE.

    Competition , difference price points for key products , technical offerings , position strategy , strengths & weaknesses of competitors were analyzed using secondary research.

    The decision makers were interviewed to understand updated number/type of vessels , current lubricant oil requirement per annum , source of procurement , different price points , reasons for buying from their current source , views on usage ,future needs and expectations.

    Spot market agents were also interviewed to understand the current market size for oil , distribution channel and market segmentation.

    Comprehensive market analysis was conducted covering oil market competition , market size , segmentation , need-gap analysis and price benchmarking analysis.

    Value/Results

    A presentation was given to the client on actionable items to provide precise understanding of current marine lubricant market in the GCC region. Research findings helped the client to identify the areas of improvement and the direction for taking appropriate action to increase its market share.

  • Chemical Engineering - Material Testing Equipment Study
    Case Study
    Sector | Oil & Chemical
      • The focus of the research to analyze market size & volume, market segmentation, profile of key customer groups and competition in material testing equipment used in chemical engineering.
      • 100 interviews were conducted in each country which were in the US, Canada, UK, Germany, France, Italy, Switzerland, India, China, Korea, Australia and UAE.

    Approach

    • In-depth interviews were conducted with manufacturers, channel partners, users, trade association and regulatory bodies of material testing equipment used in chemical engineering.
    • Questionnaires were administered among Middle and Top Manager, Purchasing Manager, Sales and Marketing Manager, Business Owner, Proprietor and Lab In-charge in various chemical engineering companies which were for approximately 35 minutes long.

    Value/Results

    Market specific insights and demographics of various target customers were provided which enabled the client to determine potential investment opportunities at significantly lower cost.

  • Competitive Intelligence Study
    Case Study
    Sector | ech & Telecom
    • A leading telecom provider wanted to understand their competitors’ ongoing sales & marketing efforts, their product strategy and the sales trend for existing products; specifically in emerging markets.

    • Australia, New Zealand, Japan, Singapore, China, India and Malaysia.

    Approach

    • Helped the client to develop the key information areas for each required insight.
    • Used a combination of primary and secondary research to dig out the key insights.
    • Within the primary research, in-depth interviews were conducted with multiple stakeholders across multiple locations.
    • Secondary research was used to validate the findings from primary research.
    • Along with the key information on various data points, a detailed profile of each competitor was constructed.

    Value/Results

    • Comprehensive Intelligence report containing Product, Channel & Marketing Strategies combined with Sales information about competitors helped the client in building more concrete and focused marketing plans.
    • Peer group segmentation for benchmarking across various divisions of Clients provides “Food for Thought” to Senior Managers.
    • Analysis of channel, marketing and advertising campaigns coupled with sales numbers helped in understanding consumer needs.
    • The analysis also highlights high growth markets and specific relevant trends.
    • As a final point, intelligent mix of right information at the right time helped our client build effective plans and meet their business goals.
  • Cloud Computing Technology – Purchase behavior study
    Case Study
    Sector | Tech & Telecom
    • Our client , a global technology service provider wanted to boost its sales by understanding buying behavior businesses and competitor’s strategies in cloud technology market.

    • — Target countries – UK , France ,Germany, USA , Italy , Spain, Switzerland , Austria , Nordics , Netherlands , Russia , Poland , UAE , Saudi Arabia , Kuwait , Qatar , Egypt , South Africa and Nigeria.

      — Phronesis completed 1400 surveys  each in two year waves .

      — Primary research was conducted among IT decision makers and influencers responsible for technology decisions specifically cloud solutions.

      — Typical job titles covered were CIO , CTO , IT Director , VP-IT and Sr. IT Manager.

    Approach

    The study was conducted to understand the current and future needs of cloud services, purchase decision making factors for cloud, vendor selection for cloud services and buying trends in SMB space.

    Information covered during the research included trends for using cloud services in terms of using advantages , cost effectiveness and business operation efficiency, purchase decision making process, differentiation in small and medium sized companies and preferences and key factors for selecting the cloud service vendor.

    Business needs and expectations for using cloud services , data storage needs in cloud services , multiple application needs to be hosted on cloud and major concerns while sourcing the cloud vendors were also some of the key topics covered during the research.

    Value/Results

    The key drivers for using cloud services and growth barriers to support the client in its marketing campaign were identified.

    A thorough understanding of cloud market was provided.  Research findings helped our client to identify business expectations & needs for cloud offerings and helped them compare the difference between client offerings and market offerings .  The client was able to fill in such gaps and prepare its marketing plan accordingly.

  • Brand Awareness Study for Advanced Injection Devices in North America & LATAM
    Case Study
    Sector | Healthcare
    • A Leading Healthcare Consulting Company wanted to understand the current market trends and popularity of prevailing brands of advanced automatic injection devices used to deliver insulin in diabetes treatment and exploring the opportunities for their client’s brand. The main area of focus was:

      • To identify current market trends for injection devices used in curing diabetes
      • To understand gap between client offerings and competitors’ offerings by conducting competition analysis,
    • USA, Canada, Brazil, and Chile.

    Approach

      • Identified the major brands of automatic injections devices and respective market share through desk based research to define the scope of the study.
      • Determined the current market trends and popularity of prevailing brands of automatic injection devices by interviewing pharmacists and drug retailers.
      • Identified the weak points in current brands and significance for using them in treating diabetes to investigate the needs.
      • Designed and administered a 25 minutes long questionnaire among pharmacists using Computer Assisted Telephone Interview (CATI) methodology.
      • Understand the key market trends and strategies of competitors for pushing their brands to retailers and what incentives are offered by these brands to retailers on sales.
      • Identified the most popular brand of advanced injection devices selling in the market and its characteristics to understand the gap between such brand and client’s brand.

    Value/Results

    Research findings enabled the client to successfully understand the current market trends for advanced injection devices, integrated these findings in exploring the opportunities to innovate the new injections in treating diabetes.

    The research also helped the client to:

    • Increase the efficiency of the products, and helped them understand that emphasis should be given on the substances used to manufacture it.
    • Identify opportunity and market scope of new advanced injection devices by conducting the need-gap analysis.
  • Investors Perception Study
    Case Study
    Sector | Healthcare
    • Our client , an equity research firm wanted to understand the appetite of institutional investors to invest across a range of financial products and what parameter they use for deciding such financial products for investment.

    • A total of 50 interviews each in US, Canada, UK, France, Russia, Switzerland, China, India, Australia, Hong Kong, UAE  and Saudi Arabia were conducted.

      Respondents were people who are placing the business with investment managers and in charge of investment decisions.

      Investment Managers, Financial Advisors and Financial Consultants were targeted.

    Approach

    The topics covered during the research were :

    • Changing need of investments
    • Proportion of investment across range of financial products
    • Decision factors
    • Risk and return appetite
    • Future investment plans
    • Tools and analysis models used
    • Cross border investment strategies
    • Third party advisory needs
    • Sector specific preference for investments

    Value/Results

    The finding of the surveys helped our client to gain  insightful information on the appetite of institutional investors. Also ,  the information helped our client to analyze their current status of  their financial products and plan for future accordingly.