Interpretation of competitive data in the corporate context is difficult because professional experts working in the clients’ teams tend to evaluate completion, using availability bias of working for their own brands. In other words, they see and judge competitive actions based on what they know from working on strategies for own brand in own companies. However, in any project which involves competitive intelligence it is important to avoid mirror imaging or make decisions based on own doctrines and biases.

Our job was to design series of strategic workshops for our client to get the best understanding of competition, including competitive strategy, corporate context and decision-making. Moreover, we provided valuable insights into how competitor would act in short- and mid- term given their history, doctrines, ways of governance, strengths and weaknesses.