Understanding competition in canister segment of savory snacks.
Client
Global Foods Brand
Background
Competitive analysis and strategy.
Overview
Interpreting competitive data in a corporate context is difficult, because experts inside client teams tend to judge competitors through the availability bias of working on their own brands — evaluating rival moves based on what they know from their own strategies. In any project involving competitive intelligence it is vital to avoid mirror-imaging or deciding based on one’s own doctrines and biases.
Our job was to design a series of strategic workshops to give the client the best possible understanding of competition — competitive strategy, corporate context and decision-making — and to provide insight into how a competitor would act in the short and mid term given its history, doctrines, governance, strengths and weaknesses.
Outcomes
- Comprehensive analysis of a major global player’s competitive operations in the snacks market
- Analysis of the key competitive consumer, customer and product strategies
- Analysis of the competitor’s global financial standing — global and regional P&L, profitability, COGS, operating expenses and Y1–5 earnings projections
- Strategic workshop run with global stakeholders
- Recommendations to adjust the operating strategy for launching the innovation in the canister segment in Benelux
