Client Challenge
The client was a leading tractor and automobile producer. It wanted to conduct an exercise to develop a thorough understanding of one of its tough competitors in terms of its strategy.
The product coverage required by the client was:
- Sub 3-ton category in CVBU (Commercial vehicle business unit)
- Utility Vehicles in PCBU (Passenger car business unit)
The client wanted to assess and understand the mapping between competitor strategy and its operational/ tactical initiatives
Our Approach
In order to identify suitable business opportunities, UC Strategy used the following approach:
- Used extensive primary as well as secondary research for gathering required intelligence
- Conducted in-depth desk research on the competitor
- Competitor website scouring
- Investor / analyst reports
- Annual reports
- Market research reports
- News articles
- Conducted detailed briefing sessions with the client strategy and planning team to obtain information that they already possess
- Assessed product category orientation
- Reviewed existing market analysis by the client strategy team
- Available Analyst Research on Automotive and Track
- Conduct initial interviews with select top management of the client, this was done to:
- To understand top management perspective on competition with a focus on the following –
- Competition leadership thinking models, perceived winning formulae
- Product-wise marketing strategy
- Tactical marketing initiatives and actions
- Sales/ channel strategy
- Capacity and product planning to the extent these are impacted by the product/ marketing strategy
- Linkages between marketing strategy and the tactical marketing, operational initiatives
- Based on these interviews with key client top management persons, developed hypotheses on how client strategy links into specific operational and tactical initiatives
- Conduct detailed interviews with external respondents to validate the perspective gathered internally and sharpen understanding of competitor strategy
- Compiled the competitors strategy mapping and its linkage with specific initiatives and actions on the ground, drew this out on a detailed strategy map
- To understand top management perspective on competition with a focus on the following –
Our Impact
The client was handed over a detailed competition intelligence report along with detailed competitor strategy and business models surrounding each of competitors product in each automobile segment.