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Competitive Monitoring

A Chinese manufacturing company area planned to enter new markets in Europe in a fast growing and, until then, unregulated industry. While their management knew their product was similar to other offerings in the market, they had little knowledge of how to compete effectively with existing players.
The Top10 competitors were analysed across four factors:
Product: design, features, brand name, packaging, services
Price: list price, discounts, payment period and credit terms
Promotion: marketing communication strategies and techniques used by competitors
Place: how the product is provided to the customer (sales channels, distribution strategy and geographic areas)
Based on these criteria, marketing mix profiles for each competitor were built to inform and support specific recommendations for winning in this new market. Wakefield Research’s analysis identified:
Market segments
Branding strategies
Product features necessary to compete in various segments
A map of competitive pricing parameters[/vc_column_text][/vc_column][vc_column width=”1/2″][vc_column_text css=”.vc_custom_1549260021552{padding-bottom: 20px !important;}”]

Pie Chart

Years of business operation

[/vc_column_text][vc_raw_html]JTNDZGl2JTIwaWQlM0QlMjJjaGFydENvbnRhaW5lciUyMiUyMHN0eWxlJTNEJTIyaGVpZ2h0JTNBJTIwMzcwcHglM0IlMjB3aWR0aCUzQSUyMDEwMCUyNSUzQiUyMiUzRSUzQyUyRmRpdiUzRQ==[/vc_raw_html][vc_column_text]Whether the analysis is designed as a comparative matrix of competitors’ product and service offerings or as ongoing monitoring of the competitive landscape, the research provides a platform to identify areas for necessary improvements to develop an optimum offering.
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Supply Chain Research Methodology

Depending on the market, there are typically two phases of research:

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1. Mapping the supply chain

This involves identifying all the companies, activities, and resources involved in the supply chain. This research is typically brought to life with a flowchart that provides an overview of the supply chain structure, indicating the movement of products/services, the position and function of the players, and the type of interaction between them.
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2. Identifying the players

The second stage consists of a deeper dive into the companies that comprise each stage of the chain. This includes assessing each player’s capabilities, relationships, and strategic initiatives.
Supply Chain Analysis Objectives
The characteristics of a supply chain vary by market, but generally the objective of supply chain analysis is to reveal:[/vc_column_text][vc_row_inner][vc_column_inner width=”1/2″ css=”.vc_custom_1559041238882{padding-top: 40px !important;}”][vc_column_text]Supply chain stages: an overview of the broad linear chain of production.

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Supply Chain Analysis Case Study

An example of this type of research involved a client exploring entry into the market for power generator components, either through use of its existing capabilities or an acquisition.
The client was uncertain of where it would fit into the supply chain. Identifying what types of companies our client could sell to, in addition to the other products and services offered in the market, Wakefield helped define the attractiveness of market entry.
Mapping the supply chain for power generator components showed a complex mix of manufacturers, suppliers and aftermarket players. The below infographic illustrated the flow of products.

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/2″ css=”.vc_custom_1559041238882{padding-top: 40px !important;}”][vc_column_text css=”.vc_custom_1559041545293{padding-top: 10px !important;}”]Once the mapping was completed, the particular companies that occupied each stage of the supply chain were identified. This phase involved determining the capabilities and market presence of these players to provide insight into the competitive landscape. Whether through organic growth or an acquisition, the client could use Wakefield’s Market Intelligence analysis to plan a growth strategy based on newfound knowledge of the market’s inner workings.[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/2″ css=”.vc_custom_1559041572144{margin-top: 30px !important;padding-top: 10px !important;padding-right: 10px !important;padding-bottom: 10px !important;padding-left: 10px !important;background-color: #ffffff !important;}”][vc_single_image image=”1655″ img_size=”full”][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row]